20 Steps to follow when you begin writing content for a Website :
1. Study the company and the product/service being sold thoroughly so you have all the information you will need.
2. Research the prospects and the market to determine what benefits the prospect wants most, secondary benefits wanted, objections, and what would get him to buy now. Key: Don’t guess; research.
3. Develop the main emotions you can touch with your Content Writing for this project, and how you will do it. The strongest emotions are love, fear, greed, acceptance, survival, anger, and health.
4. Think like your prospect; and not like the marketer.
5. Develop the best offer(s) you can make to the prospect. Your offer includes pricing, terms, bonuses and guarantee.
At this point, you know the company and product, what the target prospect wants most, his objections, the main emotions you can touch, and you have developed a terrific offer.
HEADLINE AND START OF COPY:
6. Write at least 20 different headlines before choosing the best one.
Headline winners include a big, bold promise of the benefits the prospect wants most, specific figures, a guarantee, credibility enhancers, a special offer.
It is a proven fact that one headline can pull 10 times the response as another headline … with no other changes in the Content Writing.
7. Start of copy should reinforce the main benefit(s) of the headline, elaborate, and incorporate the secondary benefits the prospect wants most.
BODY OF COPY:
8. Develop the prospect problem and pain points. Reinforce how these problems will remain or even get worse unless he takes action, and how your product/service is the best solution.Content Writing should be first person, one-to-one, conversational.
9. List the prospects likely objections to buying, and overcome those objections.
10. Sincerely flatter the prospect if you can.
11. Get the prospect to mentally “picture and enjoy” the end-result benefits of buying.
12. Use testimonials, specifics, tests, clients, studies, success stories and memberships to add credibility and believability.
13. Be sure it is easy to read and “scan”.
14. Use subheadings with prospect benefits, short sentences, short paragraphs.
15. If any copy is dull or boring, cut it or revise it. Stick to concise writing.
16. If the flow gets slowed or stopped at any point in the copy, fix it.
17. Content Writing must be passionate, enthusiastic, conversational writing.
18. Create urgency to get a response now.
19. Tell the prospect what he will lose if he does not respond now.
20. Tell the prospect exactly what to do. (navigation should be clear)
21. Close, Close, Close. Get action now. Don’t Forget to add the “Call to Action”