A Guide To Writing Successful Website Copy

We all know that the lion’s share of web traffic comes through the search engines. We also know that keywords and links to your site are the two things that affect your ranking in the search engines. Your keywords tell the search engines what you do, and the inbound links tell them how important you are. This combination is what determines your relevance. And relevance is what the search engines are after.

There’s a lot of information around about how to incorporate keyword phrases into your HTML meta tags. But that’s only half the battle. You need to think of these tags as street-signs. That’s how the search engines view them. They look at your tags and then at your copy. If the keywords you use in your tags aren’t used in your copy, your site won’t be indexed for those keywords.

But the search engines don’t stop there. They also consider how often the keyword phrase is used on the page.

To put it simply, if you don’t pepper your site with your primary keywords, you won’t appear in the search results when a potential customer searches for those keywords.

But how do you write keyword-rich copy without compromising readability?

Readability is all-important to visitors. And after all, it’s the visitors that buy your product or service, not search engines.

By following these 8 simple guidelines, you’ll be able to overhaul the copy on your website ensuring it’s agreeable to both search engines and visitors.

1) Categorise your pages

Before writing, think about the structure of your site. If you haven’t built your site yet, try to create your pages around key offerings or benefits. For example, divide your Second Hand Computers site into separate pages for Macs, and PCs, and then segment again into Notebooks, Desktops, etc. This way, you’ll be able to incorporate very specific keyword phrases into your copy, thereby capturing a very targeted market. If you’re working on an existing site, print out each page and label it with its key point, offering, or benefit.

2) Find out what keywords your customers are searching for

Go to wordtracker.com and subscribe for a day (this will only cost you about AUD$10). Type in the key points, offerings, and benefits you identified for each page, and spend some time analysing what words customers use when they’re searching for these things. These are the words you’ll want to use to describe your product or service. (Make sure you read WordTracker’s explanation of their results.)

3) Use phrases, not single words

Although this advice isn’t specific to the web copy, it’s so important that it’s worth repeating here. Why? Well firstly, there’s too much competition for single keywords. If you’re in computer sales, don’t choose “computers” as your primary keyword. Go to Google and search for “computers” and you’ll see why… Secondly, research shows that customers are becoming more search-savvy – they’re searching for more and more specific strings. They’re learning that by being more specific, they find what they’re looking for much faster. Ask yourself what’s unique about your business? Perhaps you sell cheap second hand computers? Then why not use “cheap second hand computers” as your primary keyword phrase. This way, you’ll not only stand a chance in the rankings, you’ll also display in much more targeted searches. In other words, a higher percentage of your site’s visitors will be people after cheap second hand computers. (WordTracker’s results will help you choose the most appropriate phrases.)

4) Pick the important keyword phrases

Don’t include every keyword phrase on every page. Focus on one or two keyword phrases on each page. For your Macs page, focus on “cheap second hand macs”. For the PCs page, focus on “cheap second hand pcs”, etc.

5) Be specific

Don’t just say “our computers”. Wherever you would normally say “our computers”, ask yourself if you can get away with saying “our cheap second hand Macs” or “our cheap second hand PCs”. If this doesn’t affect your readability too badly, it’s worth doing. It’s a fine balance though. Remember, your site reflects the quality of your service. If your site is hard to read, people will infer a lot about your service…

6) Use keyword phrases in links

Although you shouldn’t focus on every keyword phrase on every page, it’s a good idea to link your pages together with text links. This way, when the search engines look at your site, they’ll see that the pages are related. Once again, the more text links the better, especially if the link text is a keyword phrase. So on your “Cheap Second Hand Macs” page, include a text link at the bottom to “Cheap Second Hand PCs”. If you can manage it without affecting readability, also include one within the copy of the page. For example, “As well as providing cheap second hand Macs, we sell high quality cheap second hand PCs”. TIP: If you don’t want your links to be underlined and blue, include the following in your CSS file:

Then format the HTML of each link as follows:

As well as providing cheap second hand Macs, we sell high quality cheap second hand pcs.

7) Use keyword phrases in headings

Just as customers rely on headings to scan your site, so to do search engines. This means headings play a big part in how the search engines will categorise your site. Try to include your primary keyword phrases in your headings. In fact, think about inserting extra headings just for this purpose. Generally this will also help the readability of the site because it will help customers scan read.

8) Test keyword phrase density

Once you’ve made a first pass at the copy, run it through a density checker to get some metrics. Visit GoRank's Keyword Density Analyzer and type in the domain and keyword phrase you want to analyse. It’ll give you a percentage for all the important parts of your page, including copy, title, meta keywords, meta description, etc. The higher the density the better. Generally speaking, a density measurement of at least 3-5% is what you’re looking for. Any less, and you’ll probably need to take another pass.

Follow these guidelines, and you’ll be well on your way to effective SEO copy.

Just remember, don’t overdo it. It’s not easy to find the balance between copy written for search engines and copy written for customers. In many cases, this balance will be too difficult to achieve without professional help. Don’t worry, though. If you’ve already performed your keyword analysis, a professional website copywriter should be able to work your primary keyword phrases into your copy at no extra charge.

About The Author

Steve Hattrick owns and runs konteaki furniture one of the leading furniture stores in the UK As well as developing and marketing their webstore.

steve@konteaki.co.uk

Writing a Sales Copy that Sells

When writing a sales copy, all internet marketers know that a long copy will sell more than a short copy. This does not mean that the more words the better; the quantity and the quality of detail is what will improve its performance.

Having the correct sales structure will keep the reader interested from start to finish. These are the steps to follow to create a successful sales letter:

1. USE A POWERFUL HEADLINE. Express the main benefit of your product in a short sentence. Grab your readers attention and make them want to continue reading.

2. CREATE EXCITEMENT WITH A SUB-HEADLINE. In no more than two or three short sentences, expand on the benefits of your product and generate excitement in your reader. If you are offering a limited promotion, specify the limitations of your offer here.

3. OUTLINE THE BENEFITS OF YOUR PRODUCT. Give the reader three good reasons to buy your product. These reasons have nothing to do with the product's features; think about what your customer wants. For example, if you are selling holiday villas, say something like:

"If you want to take advantage of the comfort of a luxury apartment, enjoy the Mediterranean sun and save money on your summer vacations, then this might be the most important letter you'll ever read"

4. EXPLAIN YOUR UNIQUE SELLING PROPOSITION. This is the specific benefit that differentiates your product from all the others. At this point, you must mention your USP in one or two sentences. You will explain the details later in the sales letter.

5. PROVE YOUR CREDIBILITY. The most important thing to sell on the internet is credibility. Your readers have to trust you before they will buy anything from you. Give them three reasons why they should believe you. Try to prove that what you say is true.

6. EXPLAIN THE FEATURES AND BENEFITS OF YOUR PRODUCT. Explain how your product will improve your reader's life or how it will solve a problem. The more detail you can provide, the more convincing your copy will be.

7. PROVIDE MORE DETAIL ABOUT YOUR PRODUCT. Here is where you can tell the reader everything about your product. Use as much space as you need. Write until you get bored.

8. INCLUDE CUSTOMER TESTIMONIALS. In order to continue establishing credibility, mention testimonials of customers that have already bought from you and enjoyed your product. Have them mention what they liked most about the product instead of making general comments like "I really loved your product..." or something similar. Mention at least five testimonials.

9. ELIMINATE THE COMPETITION. You eliminate your competition by giving your reader the information they need to see that your product is superior. Mention the elements where your product is excellent and much better than your competition.

10. BUILD VALUE. To build value in your offer you have to let your readers know that your offer is so good, that they cannot refuse to take it. One way of doing this is to compare the value of your offer with the normal value of your product.

11. PROVIDE A SUMMARY OF EVERYTHING YOUR CUSTOMER WILL RECEIVE. Make sure your reader understands everything he is going to get from you.

12. MENTION THE PRICE OF YOUR PRODUCT. Mention the regular price and the sale price of your product. The regular price must be crossed out and the offer must follow.

13. LIST YOUR BONUS PRODUCTS. The objective is to prompt immediate action by offering something extra. With this strategy, you are also adding value to your product. You can also try to create a sense of urgency by telling that the bonuses will only be available for a short time.

14. OFFER A STRONG GUARANTEE. The strongest guarantee you can offer is a "money back" guarantee. The willingness to offer your product at no risk will generate a lot of trust and confidence among your readers. You have to honour your guarantee for any returns you may get, but you can be sure that the sales you will generate with this strategy will be by far outnumber the number of returns.

15. RE-EMPHASIZE YOUR GUARANTEE. Remove all elements of risk by closing your sales copy with something like:

"You don't have to decide now if this product is for you. Just get it and try it out. If it doesn't do everything I say and more, if you don't save money, or if your business doesn't improve, or if your life isn't better, or if you don't absolutely love it, just let me know and I'll give you every cent of your money back! So you have nothing to lose and everything to gain."

16. TELL THEM HOW TO ORDER YOUR PRODUCT. Provide detailed instructions about how to place the order.

17. SIGN THE LETTER. Use your full name and title.

18. CLOSE WITH A "P.S." Use this part to emphasize the most relevant points of your letter.

Remember that this will be a long sales copy that will take your readers some time to read. With this in mind, you must work on the format and design of the copy so that it is as friendly as possible. Highlight the most important statements, so that the letter can also be read in one or two minutes.

Copyright 2006 Peter Tarrida del Marmol

About The Author

Peter Tarrida del Mármol is a Spanish online and offline marketer. Get a FREE e-book about making business online EVERY WEEK by subscribing to his newsletter: http://www.auctionearnings.com

Writing Copy for Online Auctions

The phrase writing copy comes from the advertising world, and it means a type of writing used to sell anything, from ideas to goods or services.

Copy writing is both an art and a science. You are trying to persuade as many people as possible to bid on your items by using words and phrases. While the art of writing copy may take years to master, the science of writing copy is a bit easier.

In order to place bids on your items, potential customers need to be able to find your items. Generally speaking, they find your auction item in one of two ways. They can either browse through pages of items in a general category or they can do a search on a specific type or brand of item.

Far and away, search engines play the leading role in getting your auction items seen by potential customers. Therefore, writing copy for the search engines is the ideal approach to take for writing copy for online acutions.

Titles

Title tags serve as the initial item identification tool. Generally speaking, short, accurate descriptions are the keys to effective titles.

Keywords, the most common words or phrases used for a search, are the most important aspect of writing titles for search engines. Typically all items can be broken down into three types of keywords:

Item Brands
Items Types
Item Names

For example, if you have a Royal Daulton Mad Hatter Toby Jug for sale, your title would say exactly that, Royal Daulton Mad Hatter Toby Jug. By using the brand, type and name of the item, you maximize the number of times your item will show up in search results. Any customer searching on the specific phrase Royal Daulton Mad Hatter Toby Jug, or Royal Daulton or toby jug would be able to find your listing.

By comparison, an inaccurate, incomplete or mispelled title such as, Royal Daulton Man or Royal Dalton Man, would decrease the number of potential customers because search engines are machines that match search terms with titles rather than interpreting titles to match search terms.

There are a variety of strategies employed to attract the browser to click through a listing. Some of the more prevalent, but often frowned upon strategies, are those titles that use innocuous phrases such as 'look' or 'must see'. Those phrases add nothing descriptive to the title and are generally considered nonprofessional.

Since the space allotted to titles is limited, descriptions that add only a few extra characters are always useful. For example, using dates, such as 1956 to describe a Knickerbocker Doll, or acronyms, such as LE (Limited Edition) and NIB (New in Box), at the end of titles are also effective ways to draw potential bidders to click through to your listing.

Finally, there may be times where bending these rules of title writing might be to your advantage. There are items whose names might be less salable than a substitute description. For example, a Norman Rockwell collector's plate called, "The Understudy", where the understudy is a picture of a clown, might not be as inviting a title as Norman Rockwell Clown.

As the folks on Madison Avenue continue to remind us, certain things, such as sex, puppies, kittens and clowns always sell. After some practice, you can get a feel for when using a description sells better than using the actual name.

Item Descriptions

A quick check of the search function in most online auction sites shows that they have an option for customers to search by both title and description. Therefore, many of the same rules of thumb that apply to writing titles equally apply to writing descriptions. The big difference between writing titles and writing descriptions is the amount of space provided for the tasks.

While there is limited space allocated for , there is almost an unlimited amount of space available to describe the item. Generally speaking though, a short paragraph is sufficient to provide accurate descriptions for the majority of items you will sell. All the items you write copy for should contain three basic elements

Item Identification
Item Measurement
Item Description

Just as in the title tag, the first part of your description should identify the item, again using the same key words that appear in the title.

Since pictures do not always provide a complete or even accurate representation of an item, measurements should be provided for all items. For example, a picture of a woman's wrist watch can show the basics of the watch. However, they can not show the length of the bracelet or the size of the watch face.

The most important aspect of describing the item is accuracy. To start, auction items can either be new, in their original box, or they can be used. All things being equal, used items have a higher potential of having a flaw that needs to be accurately presented to potential bidders. So, for example, on all the types of ceramic, porcelain, clay, crystal and glass items, there could be chips, cracks, scratches or crazing on the item.

Additionally, there are times when the flaws are apparent on the pictures you have posted. Do not assume that the customer sees the flaws on the picture. When you describe the item, you can add a phrase such as "see picture #1".

Finally, it's almost as important to know that the purpose of writing copy is to sell the item. Writing copy, just like any other type of writing, is intended for a specific type of audience. It's always a good idea to keep a series of questions in the back of your mind about the potential audience, as you plan on writing the description. Who is likely to purchase this item? For whom are they purchasing it? Is it for a collector? Is it for a family? Is it for an office worker? A sentence or two describing the item in a way that appeals to your audience is always a good idea. It takes time and practice to effectively integrate these types of sentences into your descriptions.

About The Author

Patricia A. Michaels has successfully sold over 2,000 items at auction and has been an internet publisher for about 10 years. She is the publisher of http://funwithcollectibles.com.

editor@funwithcollectibles.com

Writing Sales Copy That Sells

When writing a sales copy, all internet marketers know that a long copy will sell more than a short copy. This does not mean that the more words the better; the quantity and the quality of detail is what will improve its performance.

Having the correct sales structure will keep the reader interested from start to finish. These are the steps to follow to create a successful sales letter:

1. USE A POWERFUL HEADLINE. Express the main benefit of your product in a short sentence. Grab your readers attention and make them want to continue reading.

2. CREATE EXCITEMENT WITH A SUB-HEADLINE. In no more than two or three short sentences, expand on the benefits of your product and generate excitement in your reader. If you are offering a limited promotion, specify the limitations of your offer here.

3. OUTLINE THE BENEFITS OF YOUR PRODUCT. Give the reader three good reasons to buy your product. These reasons have nothing to do with the product's features; think about what your customer wants. For example, if you are selling holiday villas, say something like:

"If you want to take advantage of the comfort of a luxury apartment, enjoy the Mediterranean sun and save money on your summer vacations, then this might be the most important letter you'll ever read"

4. EXPLAIN YOUR UNIQUE SELLING PROPOSITION. This is the specific benefit that differentiates your product from all the others. At this point, you must mention your USP in one or two sentences. You will explain the details later in the sales letter.

5. PROVE YOUR CREDIBILITY. The most important thing to sell on the internet is credibility. Your readers have to trust you before they will buy anything from you. Give them three reasons why they should believe you. Try to prove that what you say is true.

6. EXPLAIN THE FEATURES AND BENEFITS OF YOUR PRODUCT. Explain how your product will improve your reader's life or how it will solve a problem. The more detail you can provide, the more convincing your copy will be.

7. PROVIDE MORE DETAIL ABOUT YOUR PRODUCT. Here is where you can tell the reader everything about your product. Use as much space as you need. Write until you get bored.

8. INCLUDE CUSTOMER TESTIMONIALS. In order to continue establishing credibility, mention testimonials of customers that have already bought from you and enjoyed your product. Have them mention what they liked most about the product instead of making general comments like "I really loved your product..." or something similar. Mention at least five testimonials.

9. ELIMINATE THE COMPETITION. You eliminate your competition by giving your reader the information they need to see that your product is superior. Mention the elements where your product is excellent and much better than your competition.

10. BUILD VALUE. To build value in your offer you have to let your readers know that your offer is so good, that they cannot refuse to take it. One way of doing this is to compare the value of your offer with the normal value of your product.

11. PROVIDE A SUMMARY OF EVERYTHING YOUR CUSTOMER WILL RECEIVE. Make sure your reader understands everything he is going to get from you.

12. MENTION THE PRICE OF YOUR PRODUCT. Mention the regular price and the sale price of your product. The regular price must be crossed out and the offer must follow.

13. LIST YOUR BONUS PRODUCTS. The objective is to prompt immediate action by offering something extra. With this strategy, you are also adding value to your product. You can also try to create a sense of urgency by telling that the bonuses will only be available for a short time.

14. OFFER A STRONG GUARANTEE. The strongest guarantee you can offer is a "money back" guarantee. The willingness to offer your product at no risk will generate a lot of trust and confidence among your readers. You have to honour your guarantee for any returns you may get, but you can be sure that the sales you will generate with this strategy will be by far outnumber the number of returns.

15. RE-EMPHASIZE YOUR GUARANTEE. Remove all elements of risk by closing your sales copy with something like:

"You don't have to decide now if this product is for you. Just get it and try it out. If it doesn't do everything I say and more, if you don't save money, or if your business doesn't improve, or if your life isn't better, or if you don't absolutely love it, just let me know and I'll give you every cent of your money back! So you have nothing to lose and everything to gain."

16. TELL THEM HOW TO ORDER YOUR PRODUCT. Provide detailed instructions about how to place the order.

17. SIGN THE LETTER. Use your full name and title.

18. CLOSE WITH A "P.S." Use this part to emphasize the most relevant points of your letter.

Remember that this will be a long sales copy that will take your readers some time to read. With this in mind, you must work on the format and design of the copy so that it is as friendly as possible. Highlight the most important statements, so that the letter can also be read in one or two minutes.

About The Author

David Riewe - Internet Marketer and Publisher - Try his FREE Ezine "The Ultimate Marketing Tips" that that will Make Your Business An Outstanding Success! http://www.riewe.com.

Writing Copy That Sells - What's The Big Secret?

When someone buys a product, what they actually are buying is the benefit of owning that product.

A woman buys a gift to celebrate a birthday or express a thank you... but deep down she wishes to be generous, thoughtful and remembered. A man buys a new set of golf clubs – his old set might be a bit worn out, true... but he's really hoping this new set will knock strokes off his game and improve his prestige at the clubhouse.

Writing copy that sells is all about showcasing these benefits to the potential buyer. It can be a product or a service - what sells is the excellent benefits they bring. It's the benefits that motivate and persuade the reader that your product will make his or her life easier or better.

To put it another way, there are hundreds of gifts and golf clubs out there. Why buy yours? The buyer's inner decisions will determine the sales outcome, after all. As a copywriter, your mission is to develop a relationship with the reader, understand his problems, and then solve those problems with your product. Lead him to choose you!

Here's a look at some key points to writing great sales copy, all focused around selling the benefits of your product or service:

Use Attention-Grabbing Headlines.

They say headlines pull in 80% of the orders if done correctly. Your "hook" headline is the most important piece of copy on your page. Make it irresistible. Good, effective headlines get your readers' attention and draw them into your sales copy. Now you're on your way to a sale.

Write Copy That Answers The Age-Old Question: "What's In It For Me?"

Explain the features of your product or service only in a secondary light. Features are product centered. Benefits are people centered and solve problems! It is easier to sell a solution to a problem than it is to sell the same feature that hundreds of other products have. Simply put, your copywriting should highlight these problems, and then offer your product or service as the best solution.

Establish Trust. Show Them You're Real.

Rapport is so important! Part of what will lead your readers through your copywriting is the one-on-one relationship you develop with them. This is especially true in web site copywriting.

Write about your product or service from the standpoint of a friendly expert. Study the product information and history until you know it well. Present the information in an entertaining, clear and concise way. People want to do business with an expert. Keep your writing as simple as you can, too. Never lose your readers in the details.

Understand Your Audience!

Who is your target market? What do they need? How old are they? What brought them to read your sales copy? This kind of information will make a great impact in how you write your copy. It is impossible to sell to everyone, so narrow your copywriting down to focus on your real target market.

This one tip alone will reshape how you write your sales copy. When you understand and write for targeted readers, the return will be remarkable.

Because you'll know who they are and what they need, you will be practicing all of the above techniques by default:

-- You will be able to write targeted headlines that will grab your readers

-- You will be able to show your readers what is in it for exactly them

-- You will establish rapport with your readers

Writing copy that sells simply focuses on good, old-fashioned human behavior! We all want benefits in life. Write about them.

Copyright 2006 Trish Andrews

About The Author

Trish Andrews helps freelance writers and businesses grow and profit through writing and search engine optimization. To discover how to prosper from SEO web content in your business, or to hire a writer that will make your site come alive ... visit her website at http://www.pro-technical-writing.com.

Writing Copy That Sells - What's The Big Secret?

When someone buys a product, what they actually are buying is the benefit of owning that product.

A woman buys a gift to celebrate a birthday or express a thank you... but deep down she wishes to be generous, thoughtful and remembered. A man buys a new set of golf clubs – his old set might be a bit worn out, true... but he's really hoping this new set will knock strokes off his game and improve his prestige at the clubhouse.

Writing copy that sells is all about showcasing these benefits to the potential buyer. It can be a product or a service - what sells is the excellent benefits they bring. It's the benefits that motivate and persuade the reader that your product will make his or her life easier or better.

To put it another way, there are hundreds of gifts and golf clubs out there. Why buy yours? The buyer's inner decisions will determine the sales outcome, after all. As a copywriter, your mission is to develop a relationship with the reader, understand his problems, and then solve those problems with your product. Lead him to choose you!

Here's a look at some key points to writing great sales copy, all focused around selling the benefits of your product or service:

Use Attention-Grabbing Headlines.

They say headlines pull in 80% of the orders if done correctly. Your "hook" headline is the most important piece of copy on your page. Make it irresistible. Good, effective headlines get your readers' attention and draw them into your sales copy. Now you're on your way to a sale.

Write Copy That Answers The Age-Old Question: "What's In It For Me?"

Explain the features of your product or service only in a secondary light. Features are product centered. Benefits are people centered and solve problems! It is easier to sell a solution to a problem than it is to sell the same feature that hundreds of other products have. Simply put, your copywriting should highlight these problems, and then offer your product or service as the best solution.

Establish Trust. Show Them You're Real.

Rapport is so important! Part of what will lead your readers through your copywriting is the one-on-one relationship you develop with them. This is especially true in web site copywriting.

Write about your product or service from the standpoint of a friendly expert. Study the product information and history until you know it well. Present the information in an entertaining, clear and concise way. People want to do business with an expert. Keep your writing as simple as you can, too. Never lose your readers in the details.

Understand Your Audience!

Who is your target market? What do they need? How old are they? What brought them to read your sales copy? This kind of information will make a great impact in how you write your copy. It is impossible to sell to everyone, so narrow your copywriting down to focus on your real target market.

This one tip alone will reshape how you write your sales copy. When you understand and write for targeted readers, the return will be remarkable.

Because you'll know who they are and what they need, you will be practicing all of the above techniques by default:

-- You will be able to write targeted headlines that will grab your readers

-- You will be able to show your readers what is in it for exactly them

-- You will establish rapport with your readers

Writing copy that sells simply focuses on good, old-fashioned human behavior! We all want benefits in life. Write about them.

Copyright 2006 Trish Andrews

About The Author

Trish Andrews helps freelance writers and businesses grow and profit through writing and search engine optimization. To discover how to prosper from SEO web content in your business, or to hire a writer that will make your site come alive ... visit her website at http://www.pro-technical-writing.com.

On Writing: Recipes and Copyright Law

As editor of an ezine, "Food Writing," I received a nice email a while back that included a question about writing recipes and copyright protection. This topic causes confusion about writers, and food writers, in particular.

Here's the concise version of all you need to know about copyright laws and food writing.

1. U.S. copyright laws protect intellectual property with the purpose of encouraging artistic endeavor. Any original work is protected by copyright laws as soon as it is written or recorded. You don't have to do anything to protect your original work but you may want to register it with the U.S. Copyright office. This is the only way you will be able to go to court for compensation if your work is used or stolen without your permission.

2. Copyright laws do not protect lists however, so your recipe's list of ingredients is not protected.

3. The rest of the recipe you have developed and written down is copyrighted. This includes your directions, cooking tips, and personal preferences as you write them in your own words.

If you have an idea and tell someone about it, and that person writes it down and has it published, you are out of luck.

If you write down your recipe then it is protected by copyright laws.

If you take the list of ingredients (say for egg and olive salad) and write up, in your own words, how to make it, then, by law, you have an original recipe.

I do recommend that if you are inspired to create a recipe based on a restaurant's signature dish or a recipe from a beloved cookbook, give credit to the source in a way that fits in with your recipe: "Last summer, I was so inspired by the white chocolate cake at The Lemongrass that I created a low-fat, vegan version for my friends."

If you are publishing a newsletter, website or cookbook and want to use someone else's recipe, get permission. Write to the cookbook's publisher and include the cookbook's information, the recipe and page it's on, and in what context you will be using the recipe. You may be given permission to use it, or charged a fee. You may be denied permission. (If you are reviewing a cookbook, the author or publisher probably included a letter allowing you to include several recipes in your review.)

Do not write for a website or publication whose editor exhorts you to "just take recipes from cookbooks and reword them a little." I was offered a job doing that very thing for a site that needed recipes. They claimed that if you change a few words in the directions, "we can't get into trouble." Personally, I wouldn't write for someone who thinks narrowly avoiding being sued for copyright infringement is a strategy for business success.

To recap: your list of ingredients cannot be copyrighted. The directions and other information can. Practically speaking, this allows every food writer in the world to publish traditional recipes, home cooking favorites and simple recipes.

Ideas cannot be copyrighted but works that are in a publishable format (written, recorded) are protected by copyright laws as soon as they are put in that format.

I have also had writers take issue with my writing on copyrights and recipes, stating that they are compiling recipes, clipped from magazines, for publishing in cookbooks. I know that a traditional publisher would never allow that, unless all permissions are in order. However, the ease of self-publishing today allows writers to often mistakenly take the step of violating a magazine's or author's rights. The unpleasant result could include being sued for damages, a thing most writers cannot handle professionally or financially.

When in doubt, do some more research on rights, and visit: http://www.copyright.gov.

About The Author

Pamela White is the author of over 600 published articles, short stories and essays, and publishes "Food Writing" at http://www.food-writing.com and "The Writing Parent" at http://www.thewritingparent.net, two ezines that focus on unique writing niches. She teaches online writing classes at both sites, and invites readers to subscribe to the ezines by visiting each site.

Writing Effective Catalog Copy Or Web Copy Can Be Fun!

Once you learn a few fundamental principles and techniques, writing persuasive catalog copy, web copy or product descriptions for printed brochures or sales sheets becomes an easy, enjoyable process.

Step 1. List features and benefits, then connect them.

If you've read anything about copywriting, you've heard about the importance of including the benefits of products as well as their features. For instance, when you say your widget is a 2-inch pink plastic paperclip, you are describing its features. When you say it enables you to color-code stacks of papers or it attracts attention on someone else's desk or it makes a great gift for your organized-like-mad teenager, you are describing its benefits.

For concise, interesting product descriptions in a printed or online catalog, it's essential to combine features and benefits, weaving them together tightly yet unobtrusively. Here's a sample excerpt from the print catalog The Territory Ahead, mixing features and benefits:

Over cobblestone or dirt, concrete or causeway, the compression-molded midsole and metatomical footbed provide all-day, all-terrain cushioned support. (In other words, supreme comfort like we've never seen in a huarache.) Keen's patented bumpered toe prevents stubs and smashes. The traditional, tire-styled outsole features linen fabric inlay for additional strength and flex.

The widget's feature X gives you benefit Y. In one way or another (and there are at least 16 different ways to make this connection), this forms the foundation of catalog copy.

Step 2. Brainstorm angles and choose one as your opener.

Almost always, you'll also need an attention-getter for the headline and first sentence of your product description. Use the checklist at the top of this page, or the expanded one in 73 Ways to Describe a Widget, described below, to come up with an interesting way to think about the item. For instance, The Territory Ahead actually starts the product description quoted above with this answer to the question, "Who is it for?":

Ultralightweight, anatomically logical and muy guapa, Keen's huarache overhaul was done with the global wanderer in mind.

You can weave other elements from this brainstorming into your descriptive copy as space allows.

Step 3. Polish up your descriptions in a consistent voice.

Did you notice the way that the writing from The Territory Ahead has personality? Technically, this element is called voice, and it's what unifies the descriptions at a web site or in a catalog so that they have a corporate identity. When there's a tight match between the writing voice and the customers' interests and needs, the shopper feels the company is speaking directly to them, and that they're looking at the kind of widgets they'd most like to buy.

While the samples above from The Territory Ahead have a kind of masculine romance about them, a catalog or web site's voice could be efficient, technical, playful, practical, compassionate, soulful... There are a zillion possibilities.

Whatever the voice chosen, it must be consistent throughout the catalog or web site, or prospective customers get confused.

Step 4. Proofread, checking details.

As with any marketing or sales piece, the last step consists of proofreading, to make sure that you've included all the elements that people need to know before making a buying decision - size, color, composition, weight, price, etc. - along with making sure that the details provided are accurate.

Four steps - that's all there is to mastering the art of tantalizing product descriptions for catalogs or web sites.

About The Author

Marcia Yudkin, author of Persuading on Paper and 10 other books, specializes in compelling, yet hype-free copywriting. This article is adapted from her report, 73 Ways to Describe a Widget: Never Be Brain Dead Again When Having to Write Catalog Copy or Sales Material: http://www.yudkin.com/catalog.htm.

Good Website Copy Writing Is The Key To Your Online Success

If you want to have promotions and good standing in search engines then you should know that the written content of your website is one of the very important factors to meet that ends and the quality of the content of your website can make that happen. It is absolutely the one factor that could possibly meet the success goals of your site. Remember that if the site contains only images it can do nothing to make the sales higher and for the visitors to stay and return.

Your site is valuable to every customer; there should be articles in your website to help convince people to visit your site over and over again. Let the people be encouraged in visiting your website through the content of your copywriting. And besides, the content of your site will depend upon the image of your company that will make the positive outlook and will convey thoroughness, awareness and pique the interest of the visitors to your site.

There is so much that needs to be considered and applied when writing for a website. The quality of thoughts is very much important when it comes to the content in terms of relating it to the structures of the site that you are writing for. It needs to catch the attention of the visitors of your site and needs to reveal the accurate search terms to make a reasonably high ranking with the content driven search engines.

The importance of the copy on your site has to work together with a specific direction so that the readers can be attracted with what they read and to make them always keep in touch with your site and for them to be familiarized with all the products that you are selling. All the details in your site project the image of the company, and it should capture the interests of the readers or the visitors of your site. One very important factor is that the content should make logical sense to the readers.

The more the readers or visitors value your site, the more you will have higher rankings. Definitely your company will remain competitive and will remain on top.

Copywriting is writing words that sell. It should consist of words that are precise and clear for the effectiveness of all the content of your site because it will definitely give your visitors the confidence and trust to your products or services. Copywriting should catch the attention of the customers since it is the lifeblood of every online services and businesses.

Your site will be successful if you always bring the quality information to potential customers and will generate more potential sales. Words that you will use in an online business will draw the customer to purchase a product and the words you used on that certain page will be the basis of the customer in making decision whether to stay or get out of your site.

In web copywriting, it determines the best and appropriate way of getting the sales increase. It means that promoting a certain product or service will depend upon the words you convey in your online access. Every word that you are going to use will change the way you sell forever.

Web site copy writing will soon be the huge demand for the successful online business because using selling and persuasive words can be powerful in terms of selling your products or services. You have just to put to your online business with the words of wisdom and ultimately you will meet the increase to your online sales and get the possible highest search engine ranking.

About The Author

Mario Churchill is a freelance author and has written over 200 articles on various subjects. For more information checkout http://www.websiteconversionexpert.com and http://www.killercopywritingblog.com.

What You Must Account For When Writing Emotional B2B Sales Copy

Emotions. We all have them. And as marketers we’re all taught that you have to appeal to your prospect’s emotions in order to get your most-wanted response. When you’re selling B2C products like health supplements and consumer newsletters, this is absolutely the true. But in the B2B world, it’s not quite so simple. Here’s why…

B2B Buyers Have Conflicting Emotions

True, the B2B buyer has emotions just like the average consumer. Only when you get her over the edge from “I need it” to “I want it” will she make a buying decision.

However, she is sitll an employee of her company. She must take into account her company’s needs when making a decision to purchase your B2B product or service. And her company’s needs don’t always jibe with her own. Here’s an example of what I’m talking about.

Let’s say Sarah is a software development manager with a medium-sized consulting firm. The programmers that report to Sarah make changes to the underlying software architecture without informing their supervisors. This causes broken builds and missed deadlines. Sarah’s boss has told her she needs to buy a change management system for her company.

Sarah knows she these probelms have to stop and a change management system will help. She has investigated her options and is leaning toward the market leader in the change management space. It’s got all the features her company needs and long track record of past success stories.

There’s just one problem…

You Cannot Neglect a Business Buyer’s Personal Needs

While this solution is very feature-rich, it requires about 3-4 hours a day for maintenance and administration. Sarah knows her company cannot afford to hire a full time change management person, so the administrative burden will undoubtedly fall on her.

Sarah just had a baby earlier this year and already doesn’t get to see much of her family. Her job is too demanding and overtime-intensive. This causes her to seek other options that might not require such an extra duty, but she just doesn’t see any other products that meet her company’s change management needs.

Are you beginning to see why the B2B sale becomes so complex?

Selling to a prospect’s emotions is very important. But B2B sales prospects have two sets of buying needs that don’t always dovetail with one another. You must address both if you are to maximize your chances to sell big-ticket B2B products and services.

That’s why it’s important that you hire a B2B copywriter to understand this dichotomy and can address both sets of needs. Business, as well as personal. Very few copywriters can do both in the same promotion with an equal degree of skill. So when you find one who can, hang on to him: he’s worth his weight in gold.

We’ll talk more about meeting the B2B buyer’s business needs while addressing his personal concerns and emotions in a future post, so keep your feedreader pointed right here at ericlynchcopywriter.com.

About The Author

Eric Lynch is makes it easy to generate leads for your company's products and services. As a talented http://ericlynchcopywriter.com B2B copywriter - as well as an engineer - he writes effective marcom and sales copy that comples prospects to give you your most-wanted response.