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ONLY THE BEST - BOOK ON COPYWRITING
"Make Your Words Sell" by Ken Evoy and Joe Robson
I thought I was pretty good at sitting down at the keyboard and pounding
out content that would entertain and sell.
Then I read “Make Your
Words Sell” (“MYWS”)
by Ken Evoy and Joe Robson. I
then realized that I have been a “babe in the woods” publisher on the
book teaches that all
writers must start their writing project knowing what they want their
reader to do at the end of the project.
The first thing before you put a
pen to paper,
establish your most wanted response (MWR)
that you want from your reader. Then
create and write to get that MWR. Keep
focused and write only to accomplish that goal.
MWR may be a click of the
mouse on the Buy button. It
may be the click on the Subscribe Now button for your ezine.
Bottom line – the MWR is
the action that you want your reader to take.
Sell Benefits versus Features
so many writers, I tend to focus on features
in my writing. Not on the
most important thing that an Internet reader wants.
And what, pray tell, is that?
Benefits, that’s what!
Readers are looking to
solve a problem. They
are looking for benefits that
will solve a problem.
Write to Sell Benefits!
is a great trick taught in
this book that is so obvious, so
simple, that solves the feature versus benefit issue.
When you want to list a feature ask yourself “So
what?” about the feature. Answer
that question and if the answer leaves room for another “So What?”, answer that question.
Keep doing this until you cannot ask the “So What?” question again. (“So
What?” = SWAT).
you reach the point where you can not SWAT it again, you will have the
true benefit that you need to use in your copy.
hope you think that this is as brilliantly simple and effective as I do.
Unique Selling Proposition (USP)
major point that the book stresses is to
establish your unique selling
proposition (USP). Your
site must be unique. You must establish this very quickly with your
reader. If you do not, your
reader will click right on past you since
you are just another site floating along on the sea of the Internet.
Establishing your USP is sometimes a difficult task. The book helps you drill down to the basics and establish your USP. You cannot sell your site well without knowing your USP.
Write for a
not for a computer input scanner. For
a reader who scans your copy instead of reading it.
book has two chapters, Copywriting
101 and 102. These cover
the basics of writing on the Net. This is an absolute must for anyone who writes for Net publication.
Writing for the Net is very different than writing for printed
text – and why is that?
The answer is your reader is not
reading, but is scanning your wonderful copy that you have slaved to create.
(That frustrates me when I worked so hard to create this
brilliant work). Be that as
it may, that is a fact of the Net. Write
to appeal to the scanning reader.
You can write for the scanner with
well placed headings that tell the outline of the content.
In fact, the author says that the headlines
should tell the basic story if the reader does no read anything in
Bold in sentences attracts the eye
to the key words
and thoughts in a paragraph. The
scanner will usually pick these up.
White Space and Paragraph Length
Vary paragraph length
and leave plenty of white space.
A full page of black text stops a reader cold from scanning any
further. A little
variability of paragraph length looks interesting.
Cut to the Chase
This is the best book I have read about writing copy for informing or selling on the Internet. It used to cost $29.95. It is now FREE.
is easy to download, and it will help you you generate sales by using the techniques that it teaches.
Learn the art of e-Persuasion.
To get your copy and immediately
(after you have read the book) start to use these techniques, click on
the following link.
you land on the MYWS sales page, you will see the usual sales
(Remember that the sales page was created by the same people who
wrote the book). Study
the copywriting techniques as you scan down the page.
See what you can learn as you move toward the link to buy the
A major reason for people failing
on the Net is procrastination.
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