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The Netwriting Masters... an intensive 5-Day e-mail
course on how to write sales-clinching copy on the Net.
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If you have a friend who would benefit from taking this
course, please pass this on.Or tell that person to receive
the 5-day course by sending a blank e-mail to...
twmsalliesunme@sitesell.net
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Refer to this course over and over again as you refine your
NETwriting skills and become an effective e-persuader. Print
each e-mail out, pour yourself a beverage of choice, bring
along a pen to jot down some ideas, and take it all to your
favorite sofa. This is serious -- your online words must
SELL.Go for best learning results -- get comfortable. :-)
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Netwriting Masters 101
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INTRODUCTION by Ken Evoy, M.D.
Success on the Web is directly under your control. It all
boils down to three "DO-able" steps...
1) develop a great *PRODUCT*.
2) write a *SITE THAT SELLS* with deadly effectiveness.
3) attract *TARGETED TRAFFIC* (i.e., customers) to your site.
There are simply no other variables to blindside your goal.
If you succeed at all three steps, your Net venture will
prosper.No, it must prosper.
BUT, here's the catch...
You have to succeed at *ALL* three.
Over the course of the next four days together, we will
focus on Step #2... how to write a Web site that SELLS!
In fact, we'll go beyond that and look at *ALL* your online
words, including e-mails, autoresponders, newsletters, ads.
Basically, we'll cover every point at which you communicate
with your target market.
Before we start, however, it's critical for you to
understand and BELIEVE the following...
> Effective Netwriting is something that
>A-N-Y-O-N-E can accomplish.
Formal writing training is not necessary. You just need an
easy-to-follow method and a few proven tools to write words
that sell on the Web.
Make Your Words Sell! (MYWS!) shows this -- clearly,
efficiently, without any hype.There's nothing magical or
complicated about it, no special "genetic gift" required...
... it's the simple but powerful art of e-persuasion.
The right words on your Web site turn a visitor into a
customer. Your copy effectively persuades visitors that
your product or service is exactly what they want -- so they
buy it!
The wrong words, on the other hand, drive those surfers
to your competitor, never to return.
--
Not quite convinced that words play such an important role
in your online business?Try this quick experiment.
-----SIDEBAR-----
I have set up a great example of this experiment for you
right at the top of the MYWS! home page...
http://myws.sitesell.com/
-----SIDEBAR-----
Go to any sales-oriented Web site.
Imagine that site without any graphics, banners or
animation. Could it sell?
Now try blotting out the words instead.Could it sell?
Obvious, right?
Words provide information.Information is what your
prospective customer uses to decide whether to purchase or
not.
The "look-and-feel" of the presentation enhances, but it
doesn't count in the final buying decision.*BAD*
look-and-feel can lose the sale, but *GOOD* look-and-feel
won't make the sale either.
Why then do some companies spend so much time and money on
graphics and technology?And so little on words?
Words sell, not glitter and whirl.
--
And that brings us back to our original route to online
success.The three steps (PRODUCT, SITE-SELLING,
TRAFFIC-BUILDING) are inter-dependent...
A poor product will not sell (or at least not for very
long.) And some products are just not cut out for the Web.
Even professional-looking copy will not change these two
stark realities.
Attracting a targeted market is critical. People who do not
have a specific interest or see value in your product will
not take the time to really read or be persuaded by your
text, no matter how great it is.
Bottom line?PRODUCT, SITE-SELLING, TRAFFIC-BUILDING are a
working trio that can't be split. Each individual step is
influenced by the other.
-----SIDEBAR-----
In this 5 day e-mail course, unfortunately, we won't have
time to cover the full trio.
Our first book, Make Your Site Sell! (MYSS!), covers all
three steps thoroughly.Generally accepted by almost every
major Web marketing guru as the BIBLE of selling on the Net,
this book, which costs less than US$20, is the only "must
have" book on Net marketing...
http://myss.sitesell.com/
MYWS! is the perfect enhancer to MYSS!, in a
mission-critical area. MYSS! helps you...
obrainstorm, evaluate and develop PRODUCTS that are
sales-appropriate for the Web
obuild a SITE that sells.Some sections are devoted to
copywriting. The major parts are devoted to getting all the
"non-word" issues (usability, design, structure, navigation,
etc.) perfect.MYWS! goes far more deeply into Netwriting,
the single most important skill to create site that sells.
oattract targeted TRAFFIC in the most cost-and-time
efficient way possible, no matter what your level of Net
expertise.
If you're at all serious about selling ANYthing on the Net
(hard goods, digital products, services, etc.), MYSS! is the
foundation...
http://myss.sitesell.com/
For the rest of this course, though, we'll concentrate on
getting our Masters Degree in Netwriting, OK?:-)
-----SIDEBAR-----
So far, we've covered the "WHY" behind this Masters course.
Now, let's outline the "WHAT."
The key to successful sales copy is more than stringing a
few "power words" together, like this...
"NOW, FOR A LIMITED TIME ONLY... IF YOU ACT BEFORE YOU TAKE
ANOTHER BREATH... BLAH, BLAH..."
Sorry, there's no MAGIC FORMULA that will bring you amazing
results.There's something better, though.
And here's the flip side of HYPE, which we also see so
frequently...
"The Techno-Bauble is the result of 2 years of intensive
research into dynamoptic research into the paradigm shift of
the..."YAWN, YAWN, YAWN.Click.
Doesn't anyone know how to PERSUADE the way we do it in real
life?With our spouses, friends, customers.
Simple, straightforward... no hype?
--
Your words have to guide your reader-cum-customer smoothly,
easily and carefully to your order form. Nothing more,
nothing less.
You can't come "close" or "just about make it.""Close," as
you know, only counts in grenades, horseshoes, and dancing.
You have to MAKE the sale.Yes, even if you're selling
grenades, horseshoes, or dancing lessons.
So over the next four days, you will learn how to make your
sales copy become your #1 salesperson... the smiling virtual
body behind the counter or stationed in the aisle.
There is no secret to writing persuasive, order-generating,
sales-clinching copy.If you...
o really know your product
o feel passionate about it
o and are motivated to succeed
... you can write great copy.No literary talent is
required.The Netwriting Masters course will simply channel
your natural-born persuasiveness for the Net.
We'll take the best of classic, proven, offline techniques
(used by professional copywriters), add new e-techniques,
and put it all together into a system that works for you.
Yes, you really can, and will, rivet your readers to their
screens and pull them through your sales copy to your order
form where you close the deal...
... a seamless and painless process to the end.
One small warning...
To be a good e-persuader/Netwriter, you have to be willing
to make the effort. There is no magic wand or instant
formula.
But oh what a feeling when you see the power of YOUR words
persuade and generate sales for your product or service!
Electrifying!
--
Ready? Let's get to it!I'm about to leave you with the
most important "homework assignment" this course has.
Answer THE fundamental question...
What do you most want your visitor to do when he or she is
at your Web site? What is your MOST WANTED RESPONSE -- your
MWR?
The answer to that question is necessary before even a
single letter is typed on the keyboard.
Why?
Because you can't start a journey until you know the EXACT
destination.Once you set your MWR, you will write every
word to reach that goal. Every headline, subheading,
paragraph, sentence will be focused on getting your MWR.
So take a few minutes now and ask yourself the question...
What is my MOST WANTED RESPONSE when a visitor comes to my
site?...
o Is it to make a direct sale, straight off the site?
o Is it to generate a lead through a response form so that a
salesperson can follow-up offline?
o Is it to convinceyour visitor to take up the offer for a
30 day free trial download for first-hand experience of the
product?
o Is it to getyour visitor to subscribe to your
newsletter, or enter a contest, or request your "freebie"?
o Is it to... ?
Don't stop thinking about it until you are sure that it's
absolutely appropriate for your business.
Write down whatever comes into your mind.No need to edit
at this point.Let the ideas flow.
Then change, refine and narrow it down until you are
completely satisfied that...
"Yes!This is my Most Wanted Response."
-----SIDEBAR-----
If you already have a Web site, do not think about it as you
figure out your MWR.Start over from scratch...
What do you want your customer to do?
-----SIDEBAR-----
Before we meet again, set your MWR firmly in place.Day 2
of the coursewill build on this planted "cornerstone."
See you tomorrow.
-Ken
P.S. To get a head start on tomorrow's installment of the
Netwriting Masters course, review the MYWS! Web site...
http://myws.sitesell.com/
Study the following six key parts...
1) The Order Page (to learn our MWR)
2) The Opening Headline
3) The Opening Paragraph
4) All the Sub-headings
5) The Link at the Bottom that "gets the click" to the Order
Page
6) The Body Copy itself.Can you find the following
themes?...
i) Words sell, not graphics or technology.
ii) You don't have to be a "writer" (most people think they
could never "write").We're all persuaders.
iii) Invaluable lifetime skill -- save the 2-year
trial-and-error learning curve, and save thousands by not
having to hire a pro.
iv) One-of-a-kind product -- build from the ground up for
the Net.Not a "digitization" of an old offline product.
The Net is different.
v) Great products don't sell themselves.Words do.
vi) Does much, much more than just show you how to think
like a successful Web copywriter. It shows you how to think
like your customer, with your customer and ahead of your
customer.
vii) Covers it all... copywriting for Web site, online
store, and e-mail.
viii) The unique "SWAT-it-to-death" technique to master key
skills that trouble most copywriters, amateur or pro.Use
"SWAT?" on THIS list of themes, and you'll emerge with the
benefits that are most important for your particular
audience.
ix) The Summary...
"MYWS! is all you'll ever need to write order-generating,
lead-getting, sales-clinching words. If you ever find you
need another copywriting book, just use my money-back
guarantee to finance that purchase!"
These six key components (MWR, Opening Headline, Opening
Paragraph, Sub-headings, Link to Order Page, and Body Copy
all combine to deliver SiteSell.com's highest Conversion
Rates yet.Soon, you'll be doing the same.:-)
--
P.P.S.Please -- save this e-mail.So many people ask us
for "back issues" when they realize how strong the whole
course is -- but it's all automated.Print them all and
refer to them again and again as you perfect the art of
e-persuasion.
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TO UNSUBSCRIBE
To unsubscribe, send a blank e-mail to...
unsubscribetwms@sitesell.net
NOTE: You must send it from the same e-mail address that is
subscribed to this 5-day course.
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Written by Ken Evoy, M.D.
President of SiteSell.com Inc.
(c) copyright 2000 SiteSell.com Inc.
"Make Your Words Sell!" TM SiteSell.com Inc.
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