In other words, people tend to buy on the basis of emotion rather than logic. The low-fat low-salt nitrate free organic bacon might be healthy, but is that really what you think about when it comes to eating bacon?

For some people, it might be. But even those people are buying on emotion. They’re not responding to the ‘low-fat low-salt nitrate free organic’ message. They’re responding to good health, a long life and a vibrant and satisfying old age.

Of course – I didn’t write this article to explain salesmanship. If you disagree with the above 2 paragraphs, there’s no point reading further. This article is for people who face a new dilemma that exists only when it comes to writing web copy.

What do you do when the needs of SEO conflict with the sales message?

You might well wish to sell the sizzle, but there’s little point if people are typing Bacon into Google. How can you write optimised content that contains plenty of sizzle? Here are my suggestions…

1. Use the opening and closing paragraphs to sell sizzle, and focus on optimising for SEO in the middle section. Use a keyword density report to ensure you get the balance right for SEO
2. Use testimonials, straplines and flyout text to add extra occurrences of your main keyword phrase if you need to boost keyword density
3. Try a 2-page approach. Only the first page needs to be optimised. Naturally you’ll want to test this to make sure the 2-page approach isn’t losing you leads (you may even find it out-performs a single sales page)
4. Create a special offer that contains its own compelling reasons to buy (e.g. special gift or discount), allowing you to seed it with keywords because it doesn’t need additional sizzle

Perhaps you have ideas of your own you’d like me to add to this list. If so, leave a comment and together we’ll build an awesome resource that everybody can put to good use.

Every potential customer that reads your ad, starts from a position of no action. Using nothing more than words and phrases, the copywriter’s job is to overcome human inertia and generate a very specific action. We want the prospect to response (i.e. fill out a form and click the submit button).

Fortunately, there are some special words in advertising that help things along. These words personalise the copy, and inject urgency. They help persuade the prospect that action is in his/her best interests. These words are…

• Instant
• You
• Secret
• Now
• Fast

There are others words and phrases that help build excitement, overcome human inertia and generate action. In fact, there are lots of different words and phrases you might use. Far too many to include in this article. These 5 are enough to be going on with. So let’s get started…

Instant

Most people have neither the time or patience to wait. If you’re making me an offer, you better be able to supply it as soon as I’m ready to buy. This is especially true for the Internet, where instant delivery of digital content is the norm.

Here’s an example of how the word ‘instant’ strengthens copy…

1. Make $500
2. Make $500 instantly
3. Make $500 this instant

Each of these 3 examples is incrementally more powerful than the one that precedes it. It’s easy to dismiss a ‘make $500′ claim. When you bring an offer into the present by adding instantly, it’s gains credibility.

In the 3rd example we use the verb ‘instant’, rather than its present participle ‘instantly’. Good grammar now requires the addition of the demonstrative pronoun ‘this’, which serves to inject more power by drawing attention to the word ‘instant’. Even better, the phrase ‘this instant’ leaves no room doubt. The benefit on offer will be granted immediately.

You

Personalisation adds power to copy by making it seem more relevant. For example…

1. This one jar will feeds a family of 4 all week long
2. This one jar will feed your family all week long

In the first example, the copy describes an architypical family of 4. This may or may not be relevant to you personally. And even if it is, a family is inherently less interesting (and less important) than your family.

Secret

Some target audiences respond well the concept of a secret. Whether you offer exclusive access to member-only information, or reveal the secrets used by pros, the resulting product is inherently more interesting. For example…

1. Recycled New Age Mysticism
2. The Secret

Now

The word ‘now’ brings your offer into the present. It ticks all the direct response copywriter’s boxes. It’s short, punchy and instant. Consider the following examples…

1. You save $100
2. You save $100 now

The word ‘now’ can also be used to imply something has changed, and tell the reader s/he ought to pay attention. For example…

• You get twice as much fun
• Now you get twice as much fun

Twice as much fun sounds good, doesn’t it? The sooner the promised fun is delivered, the better. Placing the word ‘now’ at the front of the sentence gives the copywriter a double-whammy, because it also implies something has changed (i.e. ‘now you get’, suggesting previously you did not get).

Fast

A protest leader will often cry ‘What do we want?’, followed by  ‘When do we want it?’ The answer is always ‘Now!’

If you can’t say ‘now’, try ‘fast’. Any non-digital product must be delivered, and pushes the benefit into the future. The copywriter must bring the benefit as close to the present as possible. For example…

1. Loose weight
2. Loose weight fast