In part 3 of with my series of tips related to timeless marketing principles that worked 90 years ago, and still work today online…
here’s one of the simplest yet most powerful concepts from copywriting legend Claude Hopkins, from his book Scientific Advertising.
It may not be the first time you’ve heard of this web-content principle:
Focus your pet website content on 1 individual at a time. Speak to that person as if he or she is the only one looking at your website.
Back in 1923, Claude Hopkins offered this advice to marketers: “Don’t think of people in the mass. This gives you a blurred view.”
Based on his research, it’s better to focus on a single individual in your copywriting.
He said exactly, “Think of a typical individual who is likely to want what you sell. In everything, be guided by what you would do if you met the buyer face-to-face.”
I especially love that last part, because if you follow Claude’s advice, you’ll write web content that’s conversational, natural and personally inviting. This will help you grow your online business, one individual at a time.
Let me show you what I mean.
Without slamming any website in particular, we’ve all seen those horrendous headlines such as: “Dog bed buyers! We know what you like! Stop here for the latest trends at huge discounts! Save today!”
Now, if you owned a bricks-and-mortar shoe store and someone walked into your store, would you yell at the person like that? Would you speak to that individual as a group? (The correct answer is absolutely not.)
Instead, you’d probably say something like, “Great to see you again. Just wanted to let you know that all our dog beds are 60% off today. Let me know if you need help locating a size or style. I’ll be right here.”
This pet business website was written (by me) to speak to one individual at a time… the pet business owner who’s looking to grow their traffic and sales.
See the difference? So here’s your mission if you choose to accept it. Take a look at your website content and think about how it’s written.
Are the messages geared to one individual and how you can solve his or her needs? If not, it may be time for some editing to boost response (and sales) from your visitors.
Or, ask a professional web content writer (like me) to help you adjust your content for greater success in search engines and sales. 🙂
Until next time,
Here’s to a clear and prosperous site!