Potential clients often ask the same question, “Why are you different?” Well, our copywriting services are different because we don’t write just for optimization and content that sells; our writing is aimed at conversion.

Who should YOU be addressing on every page of your site? All of these…and more!

THE NEWBIE – If they are new to the services or products you offer they must be informed. Things must be clearly explained.

THE INTERMEDIATE – They may know some things, but they still need to learn more. Because they know “some” they will be much more critical and it will be harder to earn their trust.

THE EXPERT – They are experts, so what do they want to read? Why you are the best. What will convince them that you are the best? How can you show them you are an expert in your field? More importantly, how are you addressing the non-experts while you are addressing the experts as well? Have you put enough into your content to show you are for sure the only choice, but at the same time NOT made it so lengthy that people just click back out?

THE ASSISTANT – The assistant is anyone that has been assigned the task of finding someone that offers the services or products you do. They are most likely not experts and they could be a complete newbie. Either way your headlines need to grab them quick and combined with the quick scan of your content you had better convince them that you are a contender for their boss.

THE BOSS – So, an assistant has provided your info to their boss. He/She will read it and will need to be completely impressed by what you offer through your text alone. Many bosses will be looking at it from an analytical perspective. They will be concerned with cost and return. They will dig through all the content you can offer. Does your content address this person specifically? This person will most likely make the final decision, a conversion for you, so you better address this person.

THE PESSIMIST – The pessimist has either been burned by a company like yours or has heard stories about those that have been burned. Your content better be so good that you can even convince the pessimist that you are a candidate.

THE HIPPIE – “Life is great and wonderful and perfect!” Is it really? No, so tell them what they need to know before hiring someone like you and avoid their “life is wonderful” bubble being destroyed. Tell them what to avoid and what to do to avoid problems.

VISUAL LEARNERS – Have you addressed the visual learner with graphics, charts or photos? Is your page full of tons of text with no headlines? If so you lost this type of leaner within seconds!

AUDITORY LEARNERS – Have you included or linked to a video for auditory learners? They are so unlike the analytical thinker that must read the facts and have many of them to review. Auditory learners want to listen!

THE SEARCH ENGINES! – Yep, you need to address the search engines as well. Each page must have an optimization plan and content that supports this plan. At this same time you must address those I have mentioned above.

SMARTPHONES AND IPHONES – Have you ever tried to read a lot of text on a phone? It stinks! How does your text look on a phone? You might want to check that out ASAP! Too long is a nightmare with a phone. Too little looks like you aren’t serious.

The trick is to write for all of these at once; there are others to convince as well. What I want you to take from this post is that conversion depends on addressing several different kinds of people. It is CRUCIAL that your text address as many as possible.

Melissa Fach – SEO Aware – We are Focused on Sales and Conversion

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