Issue 136 of the Excess Voice newsletter for online copywriters

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Excess Voice Newsletter
August 2007, Issue # 136

In this issue:

>> Intro: Good writing is still important
>> Review: 7 Ways to Power Up Your Landing Page Headlines
>> Article: Does Web 2.0 Make Copy & Content Less Important?
>> Survey: What’s your biggest challenge as a writer?
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Greetings,

First, a big thank you to everyone who responded to the last issue’s survey. I got some great feedback on the topic of whether copy and content writing skills have a place in a Web 2.0 world. When I have the chance, I’ll publish the most useful feedback on a page at Excess Voice and let you know where to find it.

The general consensus was yes, good copy and content are as important on Web 2.0 sites as they are anywhere else.

I agree, and have written this issue’s article to express my thoughts on this topic.

Also, if you ever find yourself writing landing pages, be sure to read the review of my own latest guide, “7 Ways to Power Up Your Landing Page Headlines.”

Finally, as always, please take a moment to respond to this issue’s survey.

Until next time,

Nick

Nick Usborne

>> Feedback: mailto:nick@excessvoice.com

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REVIEW: 7 Ways to Power Up Your Landing Page Headlines

If you ever find yourself having to write a landing page, you may want to get a copy of this guide.

This is something I wrote, drawing on my own work over the last ten years, and also on a multitude of test results.

The guide is only fifteen pages long, but covers seven essential points to address when writing the headline of any landing page.

Why the focus on the headline? Because it’s the most important element on the page. It’s also the first thing your visitors will read.

If your headline is weak, people won’t even get to read the rest of the page, however well written and persuasive it may be.

This is an inexpensive guide, and could help you significantly increase the revenues from all your existing and future landing pages.

Listen to my introduction and buy here:
http://www.freeiq.com/7waystopowerupyourlandingpageheadlines1

Previous Reviews:

#1. The Freelance Copywriter Fee & Compensation Survey, Volume 2.

This is the second volume of this survey, fully up to date, and with a lot more information on what to charge for 40 different types of freelance copywriting work, how to find new assignments, and more.

Read my review...
http://www.freelancewritingsuccess.com/copywriting-fees.php

#2. 7 Ways To Optimize the Performance of Your Home Page

This 16-page report covers 7 points to address when writing an effective home page. If you apply all 7 points you should see a significant lift in conversions from your home page to your second level and sales pages. These are the points I use myself when writing and optimizing home pages for my clients.

Learn more and buy...
https://freeiq.com/7waystooptimize

#3. Michael Masterson's Accelerated Program for Six-Figure Copywriting

This is the only copywriting course I wholeheartedly recommend to any copywriter who wants to write copy that drives results.

Read my review:
http://www.excessvoice.com/michael-masterson.htm

#4. Personal Coaching for your Freelance Copywriting Business

My new coaching service focuses on helping freelance copywriters build their businesses. It doesn’t matter whether you’re just starting out, or have been freelancing for years... personal coaching is often the fastest way to help you make more money and enjoy your work more.

Learn more:
http://www.asknickusborne.com/

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ARTICLE: Does Web 2.0 Make Copy & Content Less Important?

I asked this question in the previous issue of the Excess Voice newsletter, and received some great feedback.

First, let’s look at the issue.

“Web 2.0” covers a lot of different areas, where site visitors get to contribute and/or interact on the site.

The content on some sites, like Flickr, LinkedIn and YouTube is pretty much 100% user-generated. The site owners simply have to provide a framework and some instructions.

Family sites like Kinzin use copy to sell and describe their service, but the bulk of the content is user-generated, and it is deliberately private.

And, of course, forums, blogs, lists and the like have always been “Web 2.0”.

(When you think about it, Web 2.0 has been with us from the beginning. The only difference now is that more and more companies are waking up to the benefits of interacting with their site visitors. And more and more tools and widgets are being created to facilitate that interaction.)

So what’s the big opportunity?

The opportunity is not simply to provide widgets that enable your site visitors to add comments and opinions or upload their own content.

The real opportunity is to engage your site visitors in a way that makes them feel part of your site community, and makes then want to come back time and time again.

When you open the doors and invite your readers to contribute, you’re saying. “Hey, this can be your place too. Take part and come back often.”

If your users generate content, what’s the role of the professional web writer?

Is an online copywriter or web writer any longer relevant for a site that generates a lot of its content through user contributions?

I think so. In fact, the job of the web writer becomes even more challenging.

Look at it this way. It’s pretty simple to create a Web 2.0 site. You can get the tools to create all the necessary interactive elements.

But to ask whether you can add interactive elements to your site is asking the wrong question.

A better question is, “Why would people want to contribute to MY site?”

And the answer to that lies in the quality of your site and its content.

People are drawn to authority sites. They want to be in the company of experts. They don’t want to be part of a swamp of disconnected, low-quality content.

The quality of the content on your site becomes the rudder and guide for your contributors.

The higher the quality of what you write for your site, the higher the quality of the contributions you will attract.

The greater the clarity of your positioning as the “host” of this interaction, the greater the clarity and focus of the content your readers will provide.

Quality begets quality.

That, I think, is the greatest challenge and opportunity for both ecommerce and publishing sites in the world of Web 2.0.

Concluding thoughts...

When you welcome interaction with your readers, it becomes even more important that the site’s professionally written content and copy be of the highest quality.

Every word you write and every opinion you share will be open to public scrutiny.

The same goes for your sales messages. If you enthusiastically promote a low quality product or service, someone will write in and challenge you.

In this way, Web 2.0 demands more transparency. As a writer, you have to be honest with yourself and your readers. Every reader becomes a potential critic and editor.

And this, in my view, is a good thing.

>> Feedback: mailto:nick@excessvoice.com

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JOB BOARD

>> Looking for an online copyrwriter or web content writer?

Post your job on the Excess Voice Job Board and reach over 20,000 copywriters a month.
http://excessvoice.jobcoin.com/

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SURVEY: What’s your biggest challenge as a writer?

Which writing tasks do you find most difficult? Myself, I find it hard writing corporate information pages. Give me sales or descriptive content pages any day. How about you?

Check the types of writing you find challenging:

[ ] Sales copy
[ ] Corporate content
[ ] Conversational content
[ ] Blog content
[ ] Catalog copy
[ ] Technical writing

Other...

(NOTE: Any comments and your name may be published in the next issue, or on the Excess Voice web site.)

Cut and paste your replies to me at mailto:nick@excessvoice.com

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NICK USBORNE'S SERVICES:

Yes, I do more than write articles and publish newsletters.

Ask me to write for your site, emails and newsletters.
http://www.nickusborne.com/copywriting.htm

Ask me to optimize your key offer pages...
http://www.nickusborne.com/consulting.htm

Check out my online marketing advice in audio and other downloadable media.
http://www.conversioninsights.com

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