Want A Sticky Site? Forget Content!
An interesting debate is raging among copy writers, web designers and content developers about the differences, if any, between writing copy for the web versus writing content.
According to prolific copywriter Nick Usborne of Excess Voice, a recent survey conducted among the readers of his newsletter of the same name offers some interesting results. They seem to be split almost three ways: one-third consists of copywriters, another content writers and the final third both.
But it’s wrong.
This is an important debate, I believe, since all online copy is content but not all content is copy. And that’s a real problem.
Most web designers, webmasters and content writers develop text for websites in a way to educate visitors. They also write it with the notion that “content is king,” “content increases search engine rankings,” “content makes a website sticky” and so on. That’s all fine and good.
But I believe content fails when it strives only at informing the reader, and thus lacks important elements that take her “by the hand” and compels her to do something — anything, including the simple act of reading.
In other words, while some websites may compel our attention, others fail to propel our actions, too. And their owners often end up screaming, “Why is my website not producing any sales,” “why am I getting a lot of traffic but such a poor response” or “why are people leaving so quickly?” Well, if content is king, copy is the castle.
The Internet is not a traditional medium — at least not in the broadcast sense. It is intimate, dynamic and interactive. People are more involved when reading the content of a website than reading a conventional print publication, watching a show on TV or listening to a program on the radio.
And with the Internet, people have a powerful weapon that they don’t have with other types of media, and they usually never think twice about using it when the need confronts them: their mouse.
So, the idea is this: forget about writing content, at least in the traditional sense. Think copy. Think words and expressions that compel the reader to do something, even if it’s just to continue reading.
According to online dictionary Answers.com, “copy” is defined as “the words to be printed or spoken in an advertisement.” (And “advertisement” is defined as “a notice or announcement designed to attract public patronage.” It’s calling for some kind of action. It’s selling something, in other words.)
But the word “content,” on the other hand, is defined as “the subject matter of a written work, such as a book or magazine.” And keep in mind that there’s no mention of the Internet, here.
Nevertheless, this is why I submit that, with its multitude of links, scripts and hypertexts, the Internet transforms the passive reader into an active, responsive participant. (Or make that “response-able.”) And she must therefore be treated as such — as a participant, not a reader.
Look at it this way: a book is limited by its front and back covers. When the book is done, it’s done. The web, however, is not.
If your content does not strive at getting the reader to do something, whether it’s to buy, subscribe, join, download, call, email, fill out a form, click or whatever, then you need to seriously rethink your content and the words you use.
Here’s my explanation of the difference between content and copy. Content informs. Copy invites. Even if content invites a reader to keep reading, it’s still selling an idea. It’s still calling for action. And it’s still copy.
If your web page is only meant to inform people like some kind of book, then it’s content. (And like closing a book once it’s read, the only action left is to exit the website or close the browser.) But if it contains links or more content, then it’s copy. And you need to write content with that mindset.
Ultimately, incorporate within your content a direct response formula that compels your readers to do something. Don’t leave them hanging. Take them by the hand. Integrate a call for some kind of action, in other words. Ask your reader to “buy now,” “join today,” “get this,” “download that, or …
… Better yet, simply “click here.”
About the Author
Michel Fortin is a direct response copywriter, author, speaker, consultant, and CEO of The Success Doctor, Inc. Visit his blog and signup free to get tested conversion strategies and response-boosting tips by email, along with blog updates, news, and more! Go now to http://www.michelfortin.com.
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Posted by Michel Fortin on May 20th, 2005. Filed in Articles, Copywriting, Internet. Tagged as copy, Copywriting, designer, nick usborne, print, ranking, sales, web designer, website, writer. Follow responses through the RSS feed.
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From Alice Seba
Yessir! That’s excellent advice. I really like how you explained it. I think every page on your website should be designed to make you money…and get you traffic.
Author's Website May 20th, 2005
From Rob :-)
I liked that, and being on the begining end of copywriting, content writing for sites, I am glad to have read that.
It will inspire me to keep it in mind as I write.
Thank you for a great article, and a very relevant one too. :o)
Take care.
Rob.
Author's Website May 20th, 2005
From Bruce Carlson
Michel, could “branding” also work within the realm of web copy? Or does that fall into the content “heap”?
What I’m thinking about is when a writer is writing to get his name out there in front of people — to get known. In this case the call to action would be “read more of my stuff at such-and-such website.” But if he doesn’t give any call to action… like no website in his resource box, for example, which I’ve seen a few times, amazingly enough.
Bruce
Author's Website May 20th, 2005
From Michel Fortin
You said it well: if you want to get your name out there, why would you not use tools at your disposal to do so? Copy is one of those tools.
Multimillion dollar companies that thrive, and spend inordinate amounts of money, on branding still have websites that engage the reader and drive customer actions.
They elicit some kind of response.
Even branding-oriented websites have several pages, and therefore have links that say “click here.”
Author's Website May 21st, 2005
From Ron Schmidt
Dear Michel,
I was wondering about whether you can inform and utilize sales copy at the same time, a kind of “non-sell sales approach” suggesting to the reader that if the reader’s interested in the product or service, they take action by asking for more information.
Ron Schmidt
PS Michel, I’m a huge fan. And not far from you in Ogdensburg, NY about 45 minutes over the border from Ottawa. Whenever you want to break your sales record, I have just the product. It’s not up on any web site yet. Right now, checking out the “world class” copywriters like yourself.
Author's Website May 21st, 2005
From Shaune Clarke
Very well written Michel.
You make the point very clear.
It does amaze me how blind ‘writers’ seem to be to the fact that they want the reader to take an action.
I like how you said, even if that’s to keep them reading.
We will all write differently if we just keep in mind we want to motivate the reader to read.
Author's Website May 21st, 2005
From Ruddy Ortiz
Awesome Stuff Michel!
This of course should also apply to Multi-Media Content as well, correct?
In other words, because if the dynamic and intrinsic nature of the Web, one can apply this principle not just to the written word on a site but thru the other elements that one can levegare to create complelling content and deliver the call to action, right?
Author's Website May 21st, 2005
From Michel Fortin
Ron, you said:
“I was wondering about whether you can inform and utilize sales copy at the same time, a kind of “non-sell sales approach” suggesting to the reader that if the reader’s interested in the product or service, they take action by asking for more information.”
You’ve answered your own question. If you want them to ask for more information, you must ask your reader to … ask for more information! Thus, you’re eliciting some kind of response regardless. Content helps, sure. But it’s copy that drives those actions.
But your comment is also a bit misleading: you said, “suggesting that if they are interested.” No, don’t suggest. Ask for the order. Or, in this case, ask them to request more information. Never leave them hanging. Take them by the hand.
Some people object to this saying “nah, it’s intuitive … they’ll figure it out … my readers are not stupod,” etc. But the problem (or the reality) is, people are quietly desperate for leadership. People want to be told what to do.
Forget the theory for a moment. In scientific split-tests with copy, regardless of the socio-economic or education level of the reader/market, or regardless of the purpose and end-result sought, dumbing down the copy — specifically, using specific, focused language that takes the reader “by the hand” practically increases response dramatically in almost every case.
The moral? Don’t put your copy (or content) at the whim and mercy of your reader. Even if it’s a branding-oriented, information-only soft-sell approach. Tell them what to do. You are still selling an idea, even if that idea is to simply “trust me” or “trust my brand.”
And therefore, you need copy. Specifically, you need direct response copy. Use action words and be direct. Use phrases like, “click here,” “fill out this form,” “download this file,” “visit this website,” “check out our store,” “read this important article,” or “pick up your phone and dial this number,” etc.
Soft-sell or hard-sell, it’s still selling. It’s still direct response. It’s still …
… Copy.
Author's Website May 21st, 2005
From Michel Fortin
Ruddy, yes, it does apply to multimedia. “Watch this” or “play again” or “listen now” are very much required with multimedia content as with text-only content.
And in the multimedia itself, you elicit some kind of action. Take for instance my friend Ken Calhoun’s many websites that uses multimedia. In every video, he always, always, always tells the reader to do something, even if it’s to keep watching or to interact.
Author's Website May 21st, 2005
From Click Here
click here is bad. the link implies that it has to be clicked.
Look at 13.1
w3.org/TR/WAI-WEBCONTENT/#gl-facilitate-navigation
Author's Website May 21st, 2005
From Michel Fortin
Click here is not what is referenced in that article. 13.1 states using the words “click here” (and only those words) as a link, versus using link text. And link text is best, not just for navigation or SEO sake, but because you need to tell people why they need to click (or where it will lead them). That’s common sense. It’s also copy, but it’s part of the call-to-action. It would be like an informercial on TV that flashes “call now” for 15 minutes without stating what the purpose is or why one should call.
So what I meant is, not using merely the words “click here” (or any call to action). You can and should say, “click here to discover how to improve your weight loss training with this important article …” Etc.
Author's Website May 21st, 2005
From Edward Han
Yes, you are right about copy instead of content to generate sales. I am still figuring out how to put it for people to take action though I am slowly generating sales. I am selling tangible products and I present it such a way that I want them to feel that they make the right choice before buying. Or should I follow what you said about copy to increase sales?
Author's Website May 21st, 2005
From Paul Myers
I wish I’d written that.
Hell, maybe I will!
Author's Website May 22nd, 2005
From Michel Fortin
Edward, of course your copy should give them all the facts they need to make an intelligent decision. That’s the job of every good copywriter — not just content developer.
But often, we do so too much and forget to ask for the order in the end. We wimp out. To paraphrase sales trainer Zig Ziglar, “Wimpy copywriters have skinny kids.”
In other words, we fail to ask for the order … or ask sheepishly because we fear being bold (and try to be, ahem, “professional”) … or ask but in the wrong way (e.g., how many websites provide lots of great content and either make it really hard to order or confuse the heck out of you, like from displaying non-underlined, non-blue colored links, to making you jump through more hoops than a circus lion to order their product?).
So do give them content. Yes. Do, as you said, “present it such a way so that they feel that they make the right choice before buying.” Give ‘em all the facts. Even a bit of the downsides. (Goes for credibility.)
But …
Then after, don’t wait for them to make a decision. They never if rarely will. People will have a natural tendency to procrastinate when given the chance. So not asking for the order is inviting procrastination.
I don’t profess or pretend to know biology or psychology. But I do know procrastination and fear is part of our normal, instinctual, path-of-least-resistance-seeking, “flight-or-fight” defense mechanisms kicking in — that part of the brain (specifically, the amygdala or “lizard” brain) telling you “No! Stay safe! Remain in your comfort zone!” For money is security, and parting with it is letting go a bit of that security.
Anyhow, I know what you mean. You want to give them enough information and cross your fingers with the hope they “see the light.” That’s like saying “it’s intuitive,” “they’re not stoopid,” “they’ll figure it out,” “I don’t want to push them like a used-car salesperson, so I’ll go the complete, opposite way,” blah blah blah.
No. No. No.
Ask for the order. If you’re still skeptical and just want them to think about it, then fine. Ask them! Tell them to think about. And tell them to come back and order. Tell them when they should come back. And so on.
Hope this helps.
Author's Website May 22nd, 2005
From Scherif
Hello Michel,
Excellent article. I especially like the way you put it:
“Well, if content is king, copy is the castle”.
Author's Website May 22nd, 2005
From Ron Schmidt
Michel,
Thank you so very much for responding to my somewhat “naive” comment about a non-sell sell.
You couldn’t have made your point any clearer when you reminded me that “people are quietly desperate for leadership.”
“People want to be told what to do.”
We all think that we know what we’re doing, but in reality we really don’t.
There are too many choices about what actions to take.
Your point about “specifically, using specific, focused language that takes the reader ‘by the hand’ practically increases response dramatically in almost every case,” is so poignant.
Most of us are very hesitant about making any kind of miniscule decision, let along buying decisions, even when those decisions we make will provide positive benefits.
This might be totally off course but I’m just wondering if there are any definitive studies that demonstrate that copy that utilizes a “fear of loss” type of approach with regard to the “specific, focused language” needed to take people “by the hand” get better closing rates than simply providing positive, logical benefits to the product or service?
Author's Website May 22nd, 2005
From Jim Martin
Excellent article, I remember hiriing a web designer and when he came back with the
two mockup for my website. It only contained the technical data about the products which in just content and nothing else.
I view a website, especially the home page
to get the attention of the visitor to get informed of what the product is all about and what his or her benefits are, then eventually get them to call the order line or click on to a link to get to the purhcase product form.
I just used my own testimony on what the product is doing for me right after a catchey introduction and I dont hesitate to ask them to call or order. Well done Michel!
Thanks for good insight!
Jim Martin
Author's Website May 22nd, 2005
From Nick Temple
Michel -
Good article. I’ve heard the style of writing you describe as being called “actionable content”.
Nick
Author's Website July 4th, 2005
From Juliet Austin
That was one of the best descriptions of copy and content that I have ever heard. “Content Informs. Content Invites.” Thank you so much for this!
Author's Website January 14th, 2007