Web Copy That Sells, 3rd Edition

CONSTRUCTING YOUR WEB COPY

The purpose of web copy—and it can’t be said too often—is to generate leads, customers, sales, and, consequently, profits for a website. Its objective is to compel the online prospect to respond in some way or take action of some kind. It tells the audience to do something specific during or at the end of the presentation of the marketing message.

The AIDA Principle

The four fundamentals of writing good copy are summed up in the time-honored AIDA principle:

A	Capture the audience’s attention.
I	Get the audience’s interest.
D	Build desire for your offer.
A	Induce action.

Benefits and Features

Features are the attributes, properties, or characteristics of your product or service. Benefits, on the other ...