Internet Marketing Strategies - Content Versus Copy
Want a Sticky Site That Sells? Forget
Content!
by
Michel Fortin
An interesting debate is currently raging among
copywriters, web designers and content developers about the
differences, if any, between writing copy for the web versus writing
content.
According
to prolific copywriter Nick Usborne of ClickZ.com fame, a recent
survey conducted among the readers of his email newsletter "Excess
Voice," which is available at NickUsborne.com, offers some
interesting results. They seem to be split almost three ways:
one-third consists of copywriters, another content writers and the
final third both.
This is an
important debate, I believe, since all online copy is content but
not all content is copy. And that's a real problem.
Most web
designers, webmasters and content writers develop text for websites
in a way to educate visitors. They also write it with the notion
that "content is king," "content increases search engine rankings,"
"content makes a website sticky" and so on. That's all fine and
good.
But I
believe content fails when it strives only at informing the reader,
and thus lacks important elements that take her "by the hand" and
compels her to do something -- anything, including the simple act of
reading.
In other
words, while some websites may compel our attention, others fail to
propel our actions, too. And their owners often end up screaming,
"Why is my website not producing any sales," "why am I getting a lot
of traffic but such a poor response" or "why are people leaving so
quickly (or after they got what they came for)?" Well, if content is
king, copy is the castle.
The
Internet is not a traditional medium -- at least not in the
broadcast sense. It is intimate, dynamic and interactive. People are
more involved when reading the content of a website than reading a
conventional print publication, watching a show on TV or listening
to a program on the radio.
And with
the Internet, people have a powerful weapon that they don't have
with other types of media, and they usually never think twice about
using it when the need confronts them: their mouse.
So, the
idea is this: forget about writing content, at least in the
traditional sense. Think copy. Think words and expressions that
compel the reader to do something, even if it's just to continue
reading.
According
to web dictionary Atomica.com, "copy" is defined as "the words to be
printed or spoken in an advertisement." ("Advertisement" is defined
as "a notice or announcement designed to attract public patronage."
It's calling for some kind of action. It's selling something, in
other words.)
But the
word "content," on the other hand, is defined as "the subject matter
of a written work, such as a book or magazine." And keep in mind
that there's no mention of the Internet, here.
Nevertheless, this is why I submit that, with its
multitude of links, scripts and hypertexts, the Internet transforms
the passive reader into an active, responsive participant. (Or make
that "response-able.") And she must therefore be treated as such --
as a participant, not a reader.
Look at it
this way: a book is limited by its front and back covers. When the
book is done, it's done. The web, however, is not. If your content
does not strive at getting the reader to do something, whether it's
to buy, subscribe, join, download, call, email, fill out a form,
click or whatever, then you need to seriously rethink your content
and the words you use.
Here's my
explanation of the difference between content and copy. Content
informs. Copy invites. Even if content invites a reader to keep
reading, it's still selling an idea. It's still calling for action.
And it's still copy.
If your
web page is only meant to inform people like some kind of book, then
it's content. (And like closing a book once it's read, the only
action left is to exit the website or close the browser.) But if it
contains links or more content, then it's copy. And you need to
write content with that mindset.
Ultimately, incorporate within your content a direct
response formula that compels your readers to do something. Don't
leave them hanging. Take them by the hand. Integrate a call for some
kind of action, in other words. Ask your reader to "buy now," "join
today," "get this," "download that, or ...
... Better
yet, simply "click here."
About the
Author
Michel Fortin is a
direct response copywriter and consultant dedicated to turning sales
messages into powerful magnets. Get a free copy of his book, "The 10
Commandments of Power Positioning," when you subscribe to his free
monthly ezine, "The Profit Pill." See the Success Doctor now!
Back To Top: Internet Marketing Strategies
|
