One of the sharpest minds in the online content business, Nick Usborne, has just published a free 35-page guide to copywriting for the web. This basic primer is a must-read for marketing, PR, and advertising professionals…
You get a free copy of this guide if you sign up for Nick’s e-mail newsletter. Nick explains how web copywriters can:
- Help every visitor avoid getting lost.
- Write for the company, visitors, AND the search engines.
- Earn visitors’ trust.
- Write every page as a landing page …or not.
- Make content pre-sell.
- Make the sale before it’s too late.
- Learn that web designers are not always on the writer’s side.
The part of this that I really struggle with is finding politically feasible ways to balance language and messages that my clients like (which is often jargonish hype that makes little sense to people outside the organization) with the language that resonates with the target audience.
Nick recommends, “You should fight a little for what you know works best online.” That’s good advice, in theory. In practice, I find that often it’s difficult to get clients to let go of their pet phrases, no matter how clunky they are.
So Nick – care to get a bit more specific on this point? What are your favorite tactics for these struggles?
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