Hello,
Last week I talked about your web site's copy.
This week I want to expand just a little bit on that.
We talked last week about long and short copy. If you're
a new subscriber, check the web site to get last weeks article.
(http://www.webpromotion-weekly.com/past.cgi)
Basically I recommended long copy as opposed to short copy.
Today I want to talk a little bit about long copy, how you
should structure the layout of your long copy site.
There's a basic format that is widely used when creating
long copy web sites. It's widely used because it works well.
I use the same format whenever I create a long copy site and
it always pulls good results.
Basically you start with a headline. I always use large
font (size 5-7) and I center it on the page.
I could go on and on about creating compelling headlines, but
this article is more a technical layout article so I'll leave
that for another time.
Next I space down and write a sub headline. For this I use
regular sized font, but I make it bold.
The sub headline should expand on whatever your headline said,
and at the same time create a compelling reason for the person
to continue reading your copy.
After the sub headline, I begin with the body of my site's copy.
I keep each subsequent paragraph 3 to 5 lines in length, and no
longer. Why? Because people don't like to read and I want to
make it as easy as possible for them. That means small
manageable paragraphs.
You'll notice that the paragraphs of my newsletter are seldom
more than 3-5 lines long. I do this for the same reason,
because it's easier to read.
I always add a double space between each paragraph. Whitespace
makes it easier on the eye.
Next, every one to two paragraphs I add a one or two line sub
headline which I center and make bold. This is another way
to break up the long letter, and it also makes reading easier.
Often people won't read your whole letter, but they will scan
the sub headlines that are scattered throughout the copy. So
those sub headlines should do two things:
1. Summarize your whole letter themselves
2. Create a compelling reason for the person to read the whole
letter.
Next I end the letter with a call to action. Usually that's a
"Click here to Order Online Now" or something like that.
You have to TELL people to order or they won't. Weird but true.
Next I add a PS and sometimes a PPS.
Like I said, often people won't read your whole letter, but they
will scan the sub headlines and usually they will read a PS
if you have one.
So in my PS I usually either restate the main argument for buying
my product, or I remind the person of a special bonus offer or
something like that.
Remember, anything you can do to make the letter more readable
is good. This includes breaking it up with sub headlines throughout,
and adding bullets and things like that.
That's basically the layout I've used time and time again and
it always pulls the best results.
See an example of what I mean here: http://www.SubmissionPro.com
That's all for this week. See you next Monday!
-John Skorczewski
