Copywriting for the Online Eye

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Readers hate monitors. They just don’t have any choice. We’d all much rather curl up with a book or magazine, hold it in our hands, and let the words pour easily into our eyes.

But you just can’t get Seth Godin’s blog in paperback. At least not yet.

That means learning copywriting for the web is a must for any internet entrepreneur. And it doesn’t matter if you’re into information marketing, building websites, or blogging – the same principles apply.

Since you’ve heard it all before anyway – a (or have you?) - here are three simple tips you absolutely must follow to keep your readers reading:

Headlines Don’t Matter!
Actually, they do. And the fact that you’re reading this text underneath proves the point.

Titles and headlines are perhaps the only thing most readers will actually read. I really don’t think there’s any science to this – it’s truly an art. The most important thing is that you’re paying attention when you create pages and blog entries. And don’t forget about subheadlines…

Font is Always in Your Face
Choosing the right font for your site can make or break the reading experience. Your font can go a long way towards communicating your message even before the reader starts “getting it.”

Are you going for a tech-look? Is your message casual but important? Are you trying to garner trust and confidence?

Stick to one or two font-themes per site to keep it consistent.

Your Readers Don’t Really Read
But they’re “readers,” aren’t they? I thought so too. In the modern world, and especially in the online world, “to read” really means something more akin to “scanning.”

It sounds like a hell of a problem, but it’s really not. If you know how to make effective use of bold, underlining, colors, font increases, etc., then you can actually help these busy readers find what they’re searching out. Put another way, you can lean on their laziness as a means of getting them to read what you want them to read.

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Apr

12

6 Tips for eBook Copy Layout

Filed Under Copywriting, Information Products, eBooks | 2 Comments

When I teach writing, I always emphasize the importance of layout. Great content is necessary, but it matters little if readers are unsatisfied with the presentation.

Ebooks are no exception. Here are 6 quick tips for laying out the text in your next ebook.

1. Choose a Title and Make it Stick
The one thing most successful ebook authors seem to have in common is a catchy title. Your title should be memorable and unique – it should quickly communicate your “Unique Selling Proposition.”

Include title and author information in header and footer sections on every page to remind readers and create a professional look.

Your title should also be “domain-name friendly.” In other words, it should be easy to work it into a short but easy-to-remember domain name. Check out one of my favorite examples of an ebook with a great title and matching domain.

2. Include a Copyright Page
Make it clear from the very start that YOU own the content. This is especially important with ebooks, where content can easily be “lifted” and copied. Use ebooks you have purchased for examples.

Even if you don’t have an “official copyright,” you’re still entitled to the automatic ownership-copyright granted to anyone who simply claims it.

I strongly recommend getting an official copyright and even an ISBN number as soon as possible, but the unofficial version will hold you over.

3. Provide a Table of Contents
Readers will want to know where to find what they want, so give them a navigational tool right up front!

Ebooks really require excellent organization and easy navigating because of their digital nature. Most readers will want to know exactly which page contains the information they’re hunting.

4. Write Short Paragraphs
Remember: most people will not print your ebook and will read it directly from their computer monitor.

Long paragraphs can tire your readers and make your book difficult to follow.

This tip is not meant to imply that you cut your content – only that you design it with the “online eye” in mind.

5. Write Short Sentences
The same principle applies for sentences: Keep ‘em short and to the point.

According to one study on business writing, readers average closest to 100% comprehension when reading sentences with 8 or fewer words.

The rate of comprehension drops steadily with each additional word. Don’t lose your readers. Write short sentences. Really short!

6. Create Clickable Links
Think of your ebook as an extended website filled with great content that only your readers can access. With that approach in mind, the same affiliate and advertising principles that apply to your actual website are still relevant for an ebook.

Include affiliate and advertiser links that readers can click through to the web. Refer to your website. Refer to your blog. Refer to your other products.

Don’t turn your ebook into an advertising spectacle, but do include appealing graphics that feature other great materials your readers will want to know about.

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