1. How to Show the Importance of Your Readers in Online Copywriting
Online copywriting is a formidable beast that is difficult to undertake. For one, offline
copywriting allows you better control on who reads your copy: you have a fairly good idea
who reads your work, what your target market is like, and where you can find that target
market in order to know more about it. In fact, you can meet members of your target
market face to face, spend money on interviews and focus group discussions, and find out
what the members of your target market want and need. This can help you design your
copy and get your marketing done.
The online arena is different: you do not know who visits your website, and you do not
even know if the person claiming to be part of your target market is truly part of it, or is in
need of free samples and is in another demographic altogether. The online arena offers a
blanket of anonymity that affects even you: trust is so low online, so that when presented
with information, people tend to shy away and be even more cautious. This can make for
even more challenging copywriting, but if you are able to talk to people and show your
readers that the copy is for them and intends to help them meet their goals, then you will
have an easier time with your marketing efforts.
Why should you show your readers how important they are? For one, the online arena also
offers the illusion of being part of an often large crowd, and it is this membership which, if
saturated with too much togetherness, can make your website visitors and prospective
clients feel alienated from you. In other words, you need to personalize your copy; but how
can you personalize something when you have thousands of different tastes and
inclinations out there? You therefore need to target your market: you need to talk to people
as though you knew every single need that they have.
You will also need to answer four main questions when you are creating a web copy. If you
are able to answer these questions, then you will be able to show your readers that they are
important to you; if you show them that they are important to you, then there is a greater
likelihood that they will buy something from you. After all, if you care about them, then
you can better be trusted, right?
First, answer why your visitor has stumbled upon that site. Has that person looked for
something that could augment his or her family income? Does that person belong to a
certain demographic? Does that person enjoy a certain show or have fun in a certain
hobby? This serves to identify the person, not to label him or her, so be careful about being
too hard selling in this area, or you risk turning off your reader immediately.
Second, when you have started endorsing your product or service, be sure to tell your
customer what to do. It makes no sense for you to have a load of marketing hoopla, only to
leave your customer wondering what he or she needs to do. However, you are not here to
control the customer: you are here as a guide, so avoid being too pushy.

2. Third, answer why the customer should do it. This is where you conjure up your persuasive
powers, so be prudent. Why should your customer buy the product? Provide evidence that
your product or service is the best and will meet that person’s needs and wants.
Lastly, tell your customer what he or she should expect from you, the product or service, or
from the company, if updates should be made.
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