It's a wide line between content and sales copy. A four lane highway which is divided by a cement island. Both sides of the highway look the same. Content and pushy copy are everything you write about the product or service. They include the what, where, when and how of the benefits and pit falls of using the product.
Generally, you want to lead the visitor from her natural interest to a sale. No one likes to be pushed to make a decision but on the other hand, giving clear motivation for purchasing today is sound business.
General guideline regarding copy.
If it's already said on the order page, there is really no reason for you to include it in your content.
Telling a visitor why she should purchase today is the job of the order page. She is at your site for information about the product. Information that is not on the sales page. She wants to be educated. Provide useful information that is relevant to her desire to understand the benefits and pitfalls of the product. Give her facts and cater to her need to be informed. Draw her in with content that is rich with useful information about the type of product she has interest in obtaining from you. Suggest a product. Tell her why this product is superior to others. Tell her why you use it. Tell her why it may not be right for everyone. Tell her how to use it effectively. Do not tell her to buy. This is the job of the order page.
What is included on the order page?
Promotional pricing, how to order, system requirements, guarantees, warranties, contact information for vendor, benefits of the product and a few other details are always included in the order page.
How do I write effective copy that is not pushy?
It's easier if you have a passion for the product and enjoy reading and writing about the subject matter. Move to the ideal of providing information about the product that is not included on the order page. Think about your understanding of the product and lay that out for your visitor to read. Include the pitfalls of the product and sincerely try to inform instead of sell.
Helping people to get what they desire is the only way to make a living. People will pay for what they want. If they are at your site, they should already be interested in the product. They already understand it has value. They don't understand why or how to use it or when to use it or if they can use a different product to accomplish the same task.
Educate your visitor and become their personal expert.
I hope this article is informative and helpful. Please feel free to leave a comment or suggestion.
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Article Submitted On: February 19, 2008