Web Copy That Sells, 3rd Edition

PUTTING THE BLUEPRINT TO WORK: FIVE EASY STEPS TO MAKING YOUR WEB COPY SELL

Let’s suppose you’ve written down the five steps of the blueprint: You’ve identified the problem, you’ve described what’s possible, you’ve established why the problem hasn’t been solved, you’ve established what’s changed, and you’ve suggested what action should be taken. What have you got? Is this your web copy? Obviously not, but it is the heart and soul—the framework—for writing web copy.

Some people will buy simply based on your answers to those five questions, but to get most people to buy, you must flesh out the blueprint until it becomes a virtual salesperson who sells for you day and night, 24/7, weekends and holidays, 365 days a year, without a vacation or sick ...