{"id":2748,"date":"2008-08-02T01:14:34","date_gmt":"2008-08-02T06:14:34","guid":{"rendered":"http:\/\/magic1host.com\/blog\/2008\/08\/02\/writing-web-copy\/"},"modified":"2008-08-02T01:14:34","modified_gmt":"2008-08-02T06:14:34","slug":"writing-web-copy","status":"publish","type":"post","link":"https:\/\/magic1host.com\/blog\/?p=2748","title":{"rendered":"Writing Web Copy"},"content":{"rendered":"
by Derek Gehl<\/div>\n

Here are the four writing myths that stand between you and your sales.<\/p>\n

When you’re writing Web copy, there’s only important rule you need to remember…<\/p>\n

Write<\/a> exactly how you talk<\/a>.<\/p>\n

Forget all the rules your English teacher told you about. It’s okay to end your sentences in a preposition… or start them with “And” or “But.” On the Web, people read differently.<\/p>\n

Formal writing actually stops people from reading… and if they’re not reading, they’re not buying.<\/p>\n

Let’s look at four writing myths you can toss out the window…<\/p>\n

Myth #1: Sentence structure has to be sophisticated<\/p>\n

Reality: Simple sentences rule in the online world.<\/p>\n

Online, people want information – and they want it fast! And they DON’T want to have to work at deciphering it.<\/p>\n

Keep your sentences short. They’re ALWAYS easier to read than longer ones. Avoid complex sentence constructions. On the Web, “ing” words are the enemy!<\/p>\n

Don’t say, “By following this program carefully, taking supplements religiously, and drinking lots of water every day, you will lose weight.”…<\/p>\n

… say “Follow this program carefully. Take supplements religiously. And drink lots of water every day. You WILL lose weight.”<\/p>\n

Remember, you’re not writing an academic thesis or applying for a government grant.<\/p>\n

Myth #2: Formal writing should be used to show credibility<\/p>\n

Reality Check: Keep it real.<\/p>\n

Readers respond best when they feel you’re talking to them personally. So write as if you’re talking to someone you really CARE about and…<\/p>\n

Use a casual, friendly tone. It should sound like you’re talking to a friend or family member. To help your readers identify with your words on a personal level, use “you” as often as possible.<\/p>\n

Mimic the irregular cadence of speech. Go ahead and write in sentence fragments. Feel free to start sentences with “and,” “but,” and “or.” It’s how we speak.<\/p>\n

Use contractions whenever possible. “It’s” sounds way more natural and informal than “it is.”<\/p>\n

It’s okay to use slang if it’s appropriate for YOUR target market.<\/p>\n

Myth #3: Use proper punctuation<\/p>\n

Reality Check: Use informal punctuation to mimic regular speech.<\/p>\n

You know how your teachers always warned you against using dashes, ellipses, and bullet points, because they smacked of lazy writing?<\/p>\n

Well, you are writing for the LAZY READER.<\/p>\n

Make their job easy by breaking up long sentences. Dashes – like these – create white space between your phrases so each phrase stands out more.<\/p>\n

Ellipses are a great for separating items. You want to give the reader a set of options… Or create a sense of time passing within the sentence… Or build anticipation before getting to the “big reveal.”<\/p>\n

Use ALL CAPS to highlight the words you’d emphasize while speaking. Putting lists in bullet points so they’re easy to read. Bullets say “Hey look, here?s a list!”<\/p>\n

Myth #4: Readers read every word<\/p>\n

Reality Check: People SCAN for important information.<\/p>\n

Ever noticed how a single word can make your ears perk up when you’re half listening to a conversation?<\/p>\n

Certain words jump out at you to let you know when to pay closer attention. Format your text so your most important content leaps off your pages:<\/p>\n

* Use a “choppy” structure that mixes up paragraphs of different lengths.<\/p>\n

* Write your most dramatic ideas as stand-alone one-sentence paragraphs.<\/p>\n

* Use subheads to pique curiosity and drive eyes down the page.<\/p>\n

* Use bold type to highlight your most important ideas.<\/p>\n

* Place your MOST important idea at the beginning or end of the paragraph where they’ll be noticed most.<\/p>\n

Read your work out loud when you’re done. Any stumbling blocks will become immediately obvious.<\/p>\n

If you write the way you talk readers will “listen.<\/p>\n

\n
About the Author:<\/div>\n
Derek Gehl<\/a>, CEO of The Internet Marketing Center, helps people create income online. You’ll find more Internet marketing strategies on Derek’s blog<\/a>.<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

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