When you are crafting copy to get sales online, making use of the “active voice,” is imperative. It is a proven fact that people do not respond well to “passive voice” sales copy. The difference in the narrative voice used equates to this: in “active voice,” the noun does the action. Such as: “James hit the ball.”
In the passive voice, the action “happens” to the noun; such as this example; “The ball was hit by James.” This separate style in writing determines the nature of the copy. “Passive voice” writing tends to come off as boring, drab, and tends to not connect well with readers.
Look at the sites online that are making good sales, and you will find the sales writers using the “active voice.” The “active voice” is a “doer” of the word. It performs action; hence, it as well compels the reader to take action.
Of course, there many more aspects that go into the making of great sales copy. Giving readers clearly defined, specific, and direct benefits they will gain by buying the product or service is also very important.
Once your headline has gained their full attention, use a sub-head to draw them further into your body copy. Then highlight the benefits which set your product or service apart from your competitors.
In the copywriting world this identifies your USP (Unique Selling Proposition) or your (Unique Selling Position.) For online sales copy, it is good to try and have your targeted keywords, or keyword phrases incorporated within the headline. This helps you achieve a better page rank for SEO (Search Engine Optimization) purposes.
Write to show – and not tell. Hit them with a good story that demonstrates clearly how your product or service helps them solve a huge problem. To combine these two writing elements: such as (story-based copy) plus (writing in “active voice,”) you have the potential to knock your sales response out of the ballpark.
When writing in the “active voice,” structure your sentences to be rich in adverbs, and go light on the adjectives. Power Web copywriting gets your point across using action, and it does so without fluff, hype, or claims that sound unbelievable.
Check some of the sales pages that you know are selling a lot. You will find that many of them will share some of the same attributes. This is not by accident. You will soon discover that this type of writing is what works to make you sales. It will pay you great dividends to learn how to write in this fashion.
If you do not have the time to learn how to write great sales copy, you can always hire someone to write it. There are way too many so called “sales” pages on the Web, which are not making a dime. They are not only costing someone money to host them, their failure to sell actually damages site credibility, and integrity.
Many of these “sales” pages were written using “passive voice.” People tend to click away from them as soon as they land there. Check your page statistics – make sure that visitors to your sales page stay there at least long enough to read your entire message.
Think about it; when someone lands on your sales page, then clicks away in five seconds or less, your copy is failing to do its job. It is actually hurts your sales efforts by doing exactly the opposite of what you intended it to do. This kind of copy does not promote your product or service – it demotes your site by driving newcomers away.