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Copy Writing For The Web -
(refresh that tired old copy in your website)
Copy writing is a significant expense. Good copy writers
are asked to develop an intimate grasp of an industry that may be completely alien
to them, and then to write up the benefits of that industry using an insider's
understanding - fortunately they can remember how little the outsiders really
understand, and they can write exactly to fill that void of knowledge. And then,
when all that explanation has been done, some selling has to happen too.
The secret of all sales - is that it's
done with words. On the Web, nothing has changed, just as nothing changed with
television. Don't be fooled by the rich media ads, the flashy animated imagery,
all the things that get your attention and hold it for a few moments only - maybe
just once. At the heart of it all are words, to create confidence, to build the
bridge, make the bond, convert the speculation into certainty, and call the action.
Without words, there is no sale.
Words are priceless, yes...
but what do they cost?
For the home page of a website you could expect to pay
$250 and up. You should think in terms of Landing Pages [landing
pages explained], rather than the home page necessarily, but any page that
intends to impart your central message or make your best pitch, or convert to
action, will require the best words you can get - think a dollar a word.
And be of good heart, not all pages will cost that much.
Expect good copy writers to range up to $100 per hour, lower costs for easy descriptive
prose, higher costs for difficult technical writing, absolute tops for unique
value proposition, selling, call to action, type of work. The better content you
supply, the better value you receive. You could get a brochure from 3-7 hours
of writing, maybe 3 webpages from 2 hours - mileage will vary of course - help
your writer as much as you can.
Don't choose a particular copy writer on price, choose
the best one for the task - that's a judgment call, you can make it yourself.
Remember, the task has a purpose, and the test is results.
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