Copywriting isn’t all about putting nouns and verbs together to form an opinion. There’s more to it than simply good grammar and spelling. Online, especially, copywriting is more about conveying information and developing relationships more than simply selling. Selling may be involved, but if you have your mind set on closing the sale with every exchange then your potential customers are going to see through that and eventually seek to avoid you. You have to build their trust before you can ask for their business and to build trust you have to have copy that lets them know who you are, what your values are, and how you conduct business. They want to trust you. It is up to you to give them the reasons to do so.

Website copywriting can come in different forms and tones. Personal writing is usually best because you can let a little bit of your personality shine through. People like that. They want some stuffy marketing copy that a guy in a white suit and black tie wrote for a paycheck. They want to know a little bit about you and your business values.

I’m not talking about adding pictures of your family around the kitchen table or a complete bio of you and your family. I am talking about keeping it real. You don’t have to put on airs. People know you’re human. If you have excellent copy on your website that lets people know who you are and what you can offer then you will go a long way to building the trust necessary to gain their business.

Caroline Melberg
Melberg Marketing
Blue Chip Marketing Tips
Small Business Mavericks

Tags: business, Copywriting, trust, web copy

This entry was posted on Wednesday, May 7th, 2008 at 10:09 am and is filed under Copywriting. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.