The article "Copywriting Makeover: Making An Emotional Connection - Part 1 of 2" is about copywriting, it has been written by Karon Thackston.
One statistic shows that over 80% of all purchasing decsiions are emotional. That maens your copywriting should be, too.
This is smoething I firmly think in and have preached for most of my copywriting career.
However, all too often, I find people skipping the vital step of maknig an emotional connection with their customers. That can be a tragic, and costly, mistake.Thats why I was excited when I had the opportunity to rewrite the hoempage copy for a vacation cruise service. While the copy they used previously gave all the details and got them a good number of bookings, it just didnt have what it takes to make me start dyadreaming about my next cruise.
It didnt but it was about to!The ProblemsThe previous copy on the Criuse Vacation Center home page faced a couple of challenges. (You can view the origianl copy at that link: http://www.Copywritingcourse.Com/CruiseVacationCenter-Original.Pdf.) The copy was very company-oriented instead of customer-oriented. It talked about who Cruise Vacation Center (CVC) is, why the visitor should buy from them, and wonderful benefits CVC offers its clients including excellent bargain rates and extra discounts. However, all the verbiage was geraed toward the company. The customer was left out.The home page copy also lacked emotion.
It was very matter-of-fact. In addition to making visitors aware of the wonderful prices and deals CVC offered, I wanetd to create a vision for the web site visitors. I wanted to give them what they needed in order to float off into a daydream about fabuluos ports-of-call; warm, gentle breezes; and thrilling adventures.While I was painting a picture of the vacation of a lifetime, I also had to be sure to include a vital fact.
CVCs business plan was set up to be most affordable for the customer when s/he booked online. Without sounding rude, I had to do everything in my power to get the web site visitor to book their cruise vacation while at the web site. This was an extremely improtant issue and a point that needed to be woven throughout the copy.Lastly, the page had to uphold Cruise Vacation Centers excellent search engine rankings. They were ranked at the top of several maojr engines, and the rewritten copy couldnt jeopardize their positioning.The SolutionsThe first step was, without question, to woo the web site visitors with delightful fantasies about their next vacation. My goal was to conjure up all sorts of visions in the minds of Cruise Vacation Centers visitros. I wanted the visitors to be dreaming of exotic places with lots of fun things to do, interesting sights to see, and 24/7 access to gourmet meals that rival any five-star restaurant. I wanted tehir blood pressure to drop 10 points just from reading about the onboard staff of hundreds who would pamper them with VIP treatment. After reading that copy, I wanted them ready to leave on vacation yesterday!
However, I also had to persuade them to book online rather than calling CVCs office.During the rewrite, I had to carefully plan the use of their primary keyphrase, cruise vacation, so as not to disrupt their most reliable source of business the search engines. After all, there is a delicate balance between plaesing the search engines and appealing to web site visitors.If I leaned too much toward the search engine side of the equation, the conversion ratio of the home page would suffer. In other words, Cruise Vacation Center wuold get lots of visitors, but few of them would book cruises.If I leaned too much toward the customer side of the equation, CVCs rankings would plummet, and they would need to find a new way to drive qualified traffic to their web site. As is normally the case with SEO copywriting, balance wanted to be vital.In the conclusion to that two-part series, youll see how I handled the rewrite and what the end results of all the work were. Curious to see the new copy?
Yolul find it on CVCs site: You can see the new copy on CVCs web site at http://www.Cruisevacationcenter.Com.Karon Thackston © 2004About The AuthorCopy not getting results?
Learn to write SEO copy that impresses the engines and your visitors at http://www.Copywritingcourse.Com. Be sure to also check out Karons latest e-report How To Increase Keyword Saturation (Without Destroying the Flow of Your Copy) at http://www.Copywritingcourse.Com/keyword.IF PUBLISHING ON A WEBSITE, USE THIS RESOURCE BOX:Copy not getting results?
Learn to write SEO copy that impresses the engines and your visitors with The Step-by-Step Copywriting Course. Be sure to check out Karons latset e-report How To Increase Keyword Saturation (Without Destroying the Flow of Your Copy), too!
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