... every ... I come across could ... his web sales. Some could generate ten timesthe sales with only a few hours work. Yet, most ... to what they *need* to do to ma Practically every webmaster I come across could easilyincrease his web sales. Some could generate ten timesthe sales with only a few hours work. Yet, most seemoblivious to what they *need* to do to make this happen.They just plod along without implementing this one simplechange, and expecting to miraculously start making a lotmore sales from their website.What is this one thing that practically any webmastercan do - today - to dramatically increase the conversionshe gets from his website? Learn to write better copy!I know, you're saying, "I knew that Willie, but writingcopy is hard."I've talked to some very high paid copywriters, and I'veread what many more had to say. I own complete copywritingworkshops on audio and videotape. They all say the samething. To learn to write good copy, you merely practice writing it. Some actually teach that you take a winning sales letter or ad, and you write it out over and over. Inthe process of writing good copy over and over - perhapshundreds of times, you begin to get a feel for the flow. Soon you see the patterns. Soon the things that the high-priced copywriters are doing begin to jump out at you.This is the secret to doing a lot of things by theway. Repetition is the mother of mastery. So you developor copy a system, and then you do it the same way, over andover again. Soon it becomes a part of you. That's how I havepracticed karate for over 20 years, and that's how youmaster copywriting. Let someone who is doing what youwant to learn to do - show you, and then practice over andover again until their system is your.There are some basics that are universals in goodcopywriting though that I'll cover here. For what I don't over in this short article, I am going to refer you to a system that I recommend to all of my private coaching clients. It breaks things down for you into a simple, easy to follow, 32-step, time-tested system.One of the things you must remember in all of yourcopywriting is to focus on benefits to your buyerrather than product features. Make a list of everyfeature that you can think of, and then take everyitem on that list and turn it into a benefit. So, forexample, "available for download in PDF format" becomes"instant delivery so that you can use these killertechniques within minutes." Do that with every feature.Turn it into a benefit that the customer *cares* about.Many copywriters teach that people respond better tomoving away from pain than they do to moving towardspleasure. So your copy should make the prospect acutelyaware of the pain he is in. For example, point out thatwithout website visitors, nobody sees his website, andhe just sits and waits, with absolutely no sales. Thengo on to point out how your product solves that problemfor him.Notice I said "to him." What I mean there is that yourcopy needs to read as if you are speaking directly tothe reader. You are not writing for an audience of many.It's individuals that make decisions and you mustcommunicate with the individual. It may help to imaginethat individual sitting across from you. Some copywritersactually have a photo of their ideal prospect hanging onthe wall across from them as they works. This keepsthem focused on "who" they are "talking" to.Have a guarantee that embodies complete risk reversal.All of the risk of the transaction should be on you. Yourprospect should feel that there is no way he can loose.I do this with a full, one year, no-questions-asked,money-back guarantee. That conveys that you know your product is good enough that it will deliver tremendous value. You should convey that if you don't deliver, you demand thatthe customer ask for his money back, and he gets to keep the bonuses or gets something extra for his trouble.With guarantees, also avoid time-frames that are tooshort. If you only give your customer 2 weeks todecide whether or not he likes your software, he willquickly decide that he probably doesn't. If he's likeme, he probably downloads it into a folder on hiscomputer and may not even get to look at it in thosetwo weeks. Give you customer time to feel ownershipof the product and to see the benefit of using it.Alex Mandossian teaches that you should also "teach yourprospect to consume the product." You can do this withfollow-up emails that point out how to get the mostout of the software, or some type of training. If thecustomer is using and benefiting from your product, heis going to keep it!Use testimonials. Having someone else say how greatyour product is adds tremendous credibility. Havingsomeone "just like your prospect" saying how great yourproduct is shows your prospect that he too can benefitfrom it. Use testimonials from someone your prospectcan relate to as well as testimonials from recognizedexperts or authorities.Make it incredibly easy for your prospect to placehis order. This means giving them as many options aspractical. Don't force them to jump through hoops toplace an order, because they want. Instead, accept asmany forms of payment as possible, and give them asmany different ways of submitting the order as possible.A big pet peeve of mine is the hidden price. I believethat you should put the price right on the front page.My testing indicates that hiding the price or makingcustomers click through to the order form to locate theprice decreases conversions.Issue a clear call to action. Tell the customerexactly how to order. For example, if you want himto click on the link and use your secure order formtell him that. If you want him to print out theorder form, fill it in, sign it, and fax it to you,tell him that. Don't make them guess what theyneed to do. People like to be told/reassured that theyare doing it correctly.The other thing you seldom see discussed is "the offer."You literally want to make the customer an offer thathe would be crazy to refuse. This is a delicate balancethough. If you make the offer too good, then the customerwonders why it's so good. For example, if you offer toomany bonuses, that conveys to many customers that thebasic product must not have much merit on its own. Ifyou offer too many bonuses, it also sometimes conveysthat the bonuses must be junk. Otherwise, why wouldyou be "giving away" so many valuable items? So, use goodjudgment in crafting your offer.We've just touched upon a few things that you need toconsider in revising your web copy. If your websiteis getting traffic every day but nobody is buying, thenobviously the copy needs some work. If you don't work onyour copy, your results aren't going to improve. Yes,it is work, but not it hard work. It's just practice andtesting. After while it even becomes fun to see if youcan improve on your "control."Bob Serling, one of the greatest copywriters I havestudied has an excellent course on web copywriting.It's one of the few that I have studied that is devotedexclusively to web copywriting. Most copywritingcourse I have taken are written for people in the offline,direct marketing industry. Bob's book focuses on whatworks on the web. I use it in writing the copy for allof the new sites I create and for sites I revise. GetBob Serling's Book, "Power Copywriting For The Internet"at: http://PowerCopywritingForTheInternetByBobSerling.ComPracticing your copywriting is undoubtedly the greatestinvestment you can make in your web business. Until yoursite is set up to convert visitors into buyers, it'ssomewhat futile to spend a lot of time driving traffic toit. Spend some time this week practicing your copywriting.It's what I will be doing :-) Source: Free Articles from ArticlesFactory.com