Most of the famous copywriting books were written in the age of
print media. Whether you’re reading Ogilvy or Claude Hopkins, the
reality is they lived in a different world. Even the copywriting
kings of today â€“ From Dan Kennedy to John Carlton to Gary Halbert â€“
Are still primarily copywriters of the offline world.
There’s a lot to be learned from direct mail copywriting. All the
important principles still apply. The vast majority of the skills
you need to close a sale offline are the very same skills you need
to close online.
However, there are online copywriting mistakes that people make
that simply wouldn’t have been made in the direct mail business.
These are unique to today’s online copywriting challenges. Here are
some of these online-specific copywriting mistakes.
Getting Sloppy With the Headlines
In the world of offline copywriting, it was common practice to
write between 50 and 100 headlines for every salesletter. You’d
then pick just one and run with it.
Online, many copywriters have gotten sloppy. They write just one,
or just a few headlines and run with it.
Don’t get sloppy just because of the medium. Write your 50 to 100
headlines. That’s what it takes to write a great one.
SEOing Your Sales Page
Your sales page is not about SEO. Period.
You should never add words into a salesletter to boost keyword
density. A headline shouldn’t be affected by what you want in your
H1 tags. SEO considerations apply to the rest of your site, but
your sales copy is a sanctuary that shouldn’t be touched at all by
Screaming Without Proof
The big bold red headline. The outrageous claim. The “buy now buy
now buy now!” All of this amounts to nothing more than screaming at
Yes, it’s important to catch attention. Yes, it’s important to make
a bold promise. However, all of this is moot if you don’t have the
proof to back it up.
Online copywriters all too often seem to think that the louder they
make a claim, the more they’ll sell. The bigger the font your “Make
$50,000 a Month!” headline is, the more you’ll sell. It just isn’t
What sells is proof. Video testimonials. Videos of you taking money
out of the bank. Before and after photographs. Demonstrations of
your product. Pictures of smiling customers. So on and so forth.
Never make a promise larger than your proof.
Hiring Cheap Copywriters
Looking for a cheap copywriter? You can find someone to do it for
$200 on the Warrior Forum. If that’s too much, you can even head
down to Digital Point and get someone to do it for $50. Still too
much? Head over to Fiverr, where all it costs is the $5 in your
Needless to say, that’s not a good idea.
The internet is filled with people who sell copywriting services.
And the reality is, you get what you pay for. If you’re hiring a
copywriter for a few hundred dollars, how can you possibly expect
to build a successful business around that copy?
The internet isn’t a license to skimp on copy. If you want good
response, invest in a real copywriter who can get the job done.