18 Oct

Copywriting Makeover: It’s What You Say AND How You Say It, Part 2 of 2

by Karon Thackston (c) 2007 http://www.copywritingcourse.com/keyword

In Part 1 of this series, I introduced you to Announce It!, an online candy-bar-wrapper manufacturer that was seeking professional help with their search engine copywriting. Facing an audience that consisted primarily of women who were purchasing favors for special occasions, Announce It!’s copy had to be spot-on with its communication. The primary problems were that the copy did not convey a sense of excitement or answer all the questions customers might have. It also focused too heavily on the company rather than communicating with the site visitor.

Let’s see how the changes were worked into the copy and what the results were.… Read the rest

11 Oct

Copywriting Makeover: It’s What You Say AND How You Say It, Part 1 of 2

by Karon Thackston (c) 2007 http://www.copywritingcourse.com/keyword

The old clich is wrong. All our lives we’ve heard, “It’s not what you say, but how you say it.” That may occasionally be true, but for the most part it’s what you say AND how you say it. Case in point: Announce It!, a custom candy-bar-wrapper manufacturer, had copy on their home page that was acceptable. It mentioned pretty much all the important things a site visitor would need to know about ordering candy wrappers. Yet the copy wasn’t pulling as well as it should have been.

The Problems

The target audience consists mostly of women.… Read the rest