Web Copy That Sells, 3rd Edition

DOs AND DON’Ts OF WEB COPYWRITING

Do give a compelling promise early in the body copy that the material viewers are about to read is worth their while. For example:

Be sure to read every word of this because the secret ingredient for turning your small business enterprise into a mega–success story is hidden in this article.

In the next example, I challenge them to read every word, because if they don’t, they’ll miss that thing they are dying to know.

Your first step is to read this article in its entirety. Please don’t just skim through it—I don’t want you to miss a single word, because when I demystify web copywriting for you, you simply cannot fail to create the sales and profits you want on the web.

Another technique I use is to reveal ...