The Little Black Book of Online Business: 1001 Insider Resources Every Business Owner Needs

Chapter 15. Copywriting

To maximize your online sales, you need hard-hitting copy that pulls your prospects in close, gets them emotionally attached to your product, and gives them just enough logic to justify their emotional decision to buy it.

This is true for every component of your marketing funnel, from the very first exposure (your lead-generating advertisement) through your follow-up sequence, including the sales page, order form, and order confirmation page.

But we're not finished yet. You also need it in all of your after-the-sale communications, right up to and through the next sale, and then you start all over again.

Copywriting isn't just about the written word, either—and this is especially true on the Internet.

Your web page (if it's optimized for conversion) will likely have embedded audio and video components. Everything needs to be designed with the sole purpose of selling the prospect on taking the next step, be it opting in to your newsletter, submitting an application form, or purchasing your product.

So, you either need to have someone in your organization learn the art and science of copywriting or you need to outsource this task ... perhaps a little of both.