How To Write For Profit | Work From Home Site


How To Write For Profit

How To Write For Profit


The World Wide Web pres­ents a wealth of opportunity for writers to make money from their homes blogging, writing web copy, and writing marketing emails, but home business writers who want to profit from eWriting must learn a few new tricks. The rules of copywriting aren’t quite the same as those that apply in the off-line world.

That doesn’t mean that all the old rules of writing marketing copy should be dis­carded. Understanding what worked in the off-line world is the first requirement for writing successful copy for the Web, but the Web has attracted an impatient and fickle audience. Winning web copy must capture attention quickly, and hold it long enough to ensure the reader absorbs all the important information.

As with all marketing copy, the aim of web copy is to drive readers to offer your MWR: your Most Wanted Response. The first requirement for an eWriter, then, is to understand the site host’s MWR. It might be to attract inquiry via telephone or email, or to get a visitor to fill in a form. It might be to have the visitor sign up as a site member or to receive a newsletter or e-bul­letin. It might be to attract the visitor’s attention to where a store is located and plan to visit. Or it might be to have the vis­itor make an immediate purchase from the website.

Whatever the MWR, every word on the website must be carefully selected, every sentence carefully structured, and every link strategically planned to lead the reader through information that will make them salivate over what’s on offer, then lead them to give the desired response.

To successfully hold a reader’s atten­tion, write and format web copy in an F shape. Journalists will be familiar with the concept of the inverted pyramid. For decades, cadet journalists have been trained to ensure the most important infor­mation is at the top of their article. The nice-to-know but not essential information follows, and the least important informa­tion trails at the end. If the editor must cut the article because of space limitations, it’s easy to cut from the end without removing any of the vital information.

Skilled web writers know that people generally read web pages in an F pattern.

The most important information-the hook?should therefore appear across the top of the page, in the first paragraph. The area between the horizon­tal bars of the F should contain non­critical information, and further very important informa­tion should be placed in a horizontal line across the centre of the page, and in a narrow column on the left hand side of the page.

Skilled eWriters take their readers on an enjoyable boat ride, in a SCIFF

(Apologies for the misspelling). They write copy that is:

  • Simple
  • Concise
  • Interesting
  • Factual, and
  • Focused

Simplicity is essential to ensure that readers understand what you write. You might possess an impressive vocabulary, but if copy isn’t written so that a ten-year-old can readily understand it, many readers might fail to understand the message.

It should be obvious that holding the reader’s interest is vital, otherwise readers will stop reading and go elsewhere. There’s a lot of material on the World Wide Web to capture and hold their interest.

There was a time when writers were paid by the word, so it was smart to pad your writing out. Verbosity was profitable. Because web readers are impatient, con­cise, focused writing is essential. Writing tutors now advise you to imagine that, rather than being paid $1 per word, it costs $1 for every word you write. Faced with paying a $400 penalty for writing 1000 words when 600 would have sufficed, you will find ways to keep your writing very tight.

It might appear to be a minor point, but fact checking is vitally important when writing for the Web. Web visitors are extremely suspicious, and watchful for any sign of attempted deception. Making any statement that is factually wrong, no mat­ ter how seemingly trivial the error, is likely to send your visitor scurrying away fear­ing dishonesty or carelessness that could endanger their hip pocket.

Focus is the secret to getting that MWR. It’s all about pointing readers in the direction you want them to go, and guiding them along the path until they reach the desired destination.

The cardinal rule for eWriters, though, is to begin with a strong hook. You have just 15 to 40 seconds to capture a web surfer’s attention before they surf off to another site.

Write to hook them, hold them, and entice them to give you that MWR, and your Internet fortune awaits – whether you choose to be a contract eWriter or an inde­pendent ePreneur.

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