Few of the web site owners do not understand the importance of well-written and well-optimized content. The demand on experienced and skilled copywriter, whether he specializes in the web site copywriting, offline or internet copywriting, is constantly rising. However, how could one define experienced and highly- skilled copywriter? What skills and experience should he possess to design and compose effective copywriting content?!

Undoubtedly he should know SEO copywriting process, none of the web site content can not be written without it. Copywriter should understand how to get high rankings on your web site, how to perform keywords search process and organize and optimize your web site. Certainly it might be advisable to see some of the web sites designed by your potential copywriter. One should evaluate them thoroughly in order to understand the ability and aptitude of your copywriter. These are just of the few requirements that should be met by experienced and highly-skilled copywriter. Certainly, the format of this article does not allow enlisting all of them. Each company that hires copywriters sets special standards and requirements for its individual copywriting process.

Experienced and highly-skilled copywriter is an essential specialist in your advertising copywriting process. Upon his skills, aptitude, creativity and originality depends the efficiency of your advertising campaign. Apart from pure technical knowledge, your web site copywriter should possess several other skills which are necessary for the writing and composing of appealing and attracting content. The advertising copywriting should meet several important criteria, such as the ability to write in clear and easy-to-read style; moreover the text of your content should induce your visitor to make some actions. Effective advertising copywriting should communicate with your customers, should produce trust and induce them to purchase the products and services at your company. That means that your text must emphasize the advantages and uniqueness of your products and services, and you company in general. In order to achieve these results one should emphasize on the training and the improvement of composition and writing skills.

If the best way of communicating with prospects and existing customers was through sign language, we’d all have to learn to sign. Or if the best method of communication proved to be some kind of mutually understandable code, we’d all have to learn that code in order to say anything. Thankfully, our communication process is much more simple…or is it?

A sales person has the benefit of meeting his prospect face to face, and will be able gauge his pitch according to visible response signs displayed by his prospect. An experienced salesman will instinctively know from the facial expressions and body language of his prospect, whether he’s hitting the right buttons. This is usually indicated by the prospect’s head nodding up and down combined simultaneously with a beaming smile and wide-eyed appreciation.

A telesales person has much less to go on. They can only judge response to their sales pitch through the prospect’s answers to questions and the actual tone of their voice. Most telesales people find their job easier when they try to imagine the look on their prospect’s faces while they’re talking to them. But, the deciding factor will almost always come down to the tone of voice deployed by both parties.

The Internet and Direct Mail Marketer have no such advantages over their prospects. They can’t see them and they can’t hear them. Their only weapon in their armory of sales pitches is their written word.

How we communicate through our written words holds the absolute key to successful selling online and offline. Whether it’s a sales letter, an email or ad, the written words must convincingly convey the sales message directly into the prospect’s mind. But first, you have to get your prospects to actually read your message, and usually this very first hurdle will claim many, many casualties.

Getting someone to read your sales pitch will almost certainly depend on your headline. Your headline is your introduction. Your ‘hello’, your ‘hey you’ and your ‘listen up’. If your headline doesn’t grab the attention of your prospect within two seconds, it’s goodbye and farewell.

Other important aspects of a ‘killer’ sales message are sub-headings. Sub-headings are generally used to maintain interest throughout the copy. But they’re also included for the benefit of prospects that first scan your message before deciding to read it in full. To some degree, they’re almost as important as the headline itself.

Then there’s the body copy. It’s here that your copywriting talents and skills should really shine through. Here you have the opportunity to use any words in the English language to describe and explain in fine detail, the benefits and features of your product or service on offer. And the English language is positively rich in adjectives, so there can be no excuse.

But the real secret to creating captivating copy is to use ‘sense’ words. That is, words that arouse the senses. Touch, see, smell, taste and listen is what we instinctively do every day. They represent our human survival mechanisms and for the most part, we trust them. Other mammals rely on them totally.

When you use sense words in conjunction with emotionally fuelled trigger words, you can elicit all kinds of responses, which can be carefully channeled into the heart of your message for maximum impact. Harnessing words for profit in this way is a skill, and it’s a skill that every online and offline marketer needs to fully comprehend.

Learning to write outstanding and emotionally charged sales copy is not an essential requirement for business success, but recognizing the effectiveness is.

Never underestimate the secret power of words.

It’s arguably the most important word in the copywriter’s arsenal. It ranks right at the top with words like “free,” “new” and “savings.”

I’m talking about “you.”

“You” is the word that gets your prospect’s attention and keeps them involved. As Herschell Gordon Lewis says in The Art of Writing Copy, “Unless the reader regards himself as the target of your message, benefit can’t exist. Benefit demands a ‘We/You’ relationship.”

While the “We” in the “We/You” relationship is important, it’s better implied than communicated literally. If your goal is to put prospects first, then it’s best to have the “you’s” far exceed the “we’s.”

It’s the “you’s” that matter to prospects. They’re your workhorse for communicating your message and include all derivatives such as “your,” “yours,” “yourself,” “you’re,” and “you’ll.”

Powerful ‘You’

What makes “you” so powerful? For one thing, it addresses your readers directly. In effect, it says “Hey you,” which is much harder to ignore than “Hey somebody.”

Say “Hey you” in a crowded room and a lot of heads will turn. Say “Hey somebody” and a few heads might turn.

While your copy won’t actually say “Hey you,” it can clearly identify to whom you’re talking. Once you have your audience’s attention, use “you” to help keep it.

Personal ‘You’

Why does “you” get and hold attention? For one thing, it’s personal. It’s used in personal conversation every day. What do you think? How was your weekend? You’ll be glad to know …

When people say these things to you, they’re bound to get your attention and involvement. After all, they’re interested in your opinion. They’re interested in the things you do. They have something to tell you that will make you happy.

That’s the goal of you-oriented copy. Address your audience directly, personally and in terms of their interests. Be conversational and “you” will pop up in the copy naturally.

Counting ‘You’

It was mentioned earlier that “you” is a workhorse. A classic example is contained in “The Do-It-Yourself Direct Mail Handbook” by Murray Raphel and Ken Erdman. They highlight a “Newsweek” magazine subscription letter used for nearly two decades.

The subscription letter was written by direct mail expert Ed McLean, who used “you” nearly 30 times on the first page alone. More than 100 million copies of the letter were mailed, a testament to its effectiveness.

Try counting the “you’s” (and “you” derivatives) in your copy. Compare them with the number of “we’s” and first-person derivatives. If the “you’s” don’t outnumber the “we’s,” consider reworking your copy.

Excessive ‘You’?

Can you overdo “you”? Yes.

If you load your copy with “you’s” but forget the benefits, your message will have a phony ring.

“You” can’t save you if there’s nothing meaningful to offer your audience. Likewise, it will help put you over the top if there is.

(c) 2005 Neil Sagebiel