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For instance, say you offer the best imaginable ready mix concrete for the cheapest prices in the land. You've got a fantastic product but let's face it: no-one's ever going to voluntarily read a whole page of text about ready mix concrete - right?
Wrong - MAKE it interesting
Your task, as the business owner, copywriter or general enthusiast, is to MAKE ready mix concrete interesting. There are a number of ways you can do this:
- Make it relevant to your target market. Niche businesses have very small, specialised target markets, so give site visitors as much relevant information as you can as early in the copy as possible. Think about what you would want to know if you were buying a bag of ready mix concrete: what is it suitable for? How much does it cost? How long does it take to mix? If you answer people's questions, they'll be interested.
- Write a 'How to'. Not only does a 'How to' guide make you seem like a magnanimous company which cares about its customers, it will also be of genuine interest to a great many people. Stick in a few references to your product and a handy link to the 'Buy Now' page, and you're laughing. Even if the customer already has the product, there's a good chance they'll think of you next time.
- Keep it brief. Don't ramble on for 1000 words about how fantastic your product is. Don't provide exhaustive lists of its many, many benefits. Filter your text down to the key reasons people should buy your product, and keep the copy around 300 words with an obvious prompt to buy.
- Use bullet points/numbered lists. A block of text with no line breaks can be daunting; don't risk putting off potential customers in this way. Make sure your copy is full of handy lists, detailing the key benefits of your product. Breaking up the text in this manner allows visitors to skim read your text, and also provides you with a method of stressing the aspects of your product which you feel are most important.
- Provide an exit strategy. Even the most interesting copy in the world won't hold the attention of some people, because they aren't interested in reading, full stop. Make sure you give people the opportunity to buy the product you're selling early in the text - you can do this via a hyperlink or a call to action. Give these people the chance to go straight to the product from your landing page.
By employing some, or all of the above techniques when writing your copy, even the driest, dullest subject can be made interesting to your target market.