Confessions Of A Website Copywriter TABLE OF CONTENTS

DEDICATION

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ABOUT THE AUTHOR - LENNY ENG

FOREWARD

SECTION 1 - RESEARCH

• Research The Problems And Frustrations Of Your Prospects

• Make A List Of Features And Benefits

• Research Your Competition

• Create Your Own Unique Selling Proposition

• Search For Your Prospect's Objections

• Include An Evaluation Form With Your Products When You Ship It

SECTION 2 - COPYWRITING

• Create A Swipe File And Copy It

• Sell Your Products Benefits, Not Your Products Features

• Use An Interesting Attention Grabbing Headline To Start Your Prospect Reading

• Create A Killer Opening Paragraph

• Use A Proven Sales Letter Formula

• Use Sub - Headlines To Lead Your Prospect From One Section To Another

• Use Bullet Points To Create More Fixations

• Appeal To Your Prospect's Emotional Side Whilst Providing Logical Reason To Buy

• Write Inspiring Copy To Compel Readership

• Use Mental Engagement To Reduce Resistance To Your Statements

• Use "You" Derivatives Instead Of "I - We" Derivatives

• Use Long Copy, Not Short

• Make An Offer Your Prospect's Can't Refuse

• Use A Deadline To Create Urgency

• Use "Reason Why" Copy To Reduce Suspicion

• Use A Powerful Guarantee To Reduce The Purchase Risk

• Close The Sale So Your Prospects Take Action Today

• Make Your P.S. Sell

• Create A Secondary Response Mechanism To Follow Up With Your Prospects

SECTION 3 - WEBSITE CREDIBILITY

• Design Your Site To Convey A "Real World" Feel

• Maximize The Usability Of Your Website

• Create A Visually Appealing Website That Supports A Professional Image

• Make It Easy To Verify Information

• Avoid Amateurism

SECTION 4 - MESSAGE CREDIBILITY

• Include Markers Of Your Expertise

• Use Testimonials That Sell

• Use The Endorsement Of Someone Well Respected By Your Target Market

• Use Newspaper And Magazine Articles

• Quote Research That Supports Your Clams

• Use Product Comparisons And Reviews Conducted By Independent Organizations

• Use Photographic Evidence Of Your Claims In Action

SECTION 5 - WEB PAGE DESIGN

• Keep Your Color Scheme Clean

• Avoid Links And Banners That Drive Traffic Away From Your Offer

• How To Attract More Attention To Your Headline

• Highlight Text To Create Fixing Points And Encourage Readership

• Use Pictures To Positively Influence Readership

• Use A Font That Is Pleasing To Your Reader's Eye

• Construct Your Paragraphs So They Increase Readability

• Keep Your Download Time Down Under 8 Seconds

SECTION 6 - TESTING

• Proof Read Your Work And Invite Comments

• How To Split Test Your Web Page

FINAL THOUGHTS

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