How “compelling” (predictable and ubiquitous) is the following welcome email?
“Thank you for subscribing to our site. We hope you’ll enjoy your experience here and will tell others about us.”
yawn
Now read the following welcome email…
“Well, you’ve done it now! By opening a Customatrix account, you’ve just changed the way you’re going to buy athletic shoes forever. Be careful. The surgeon general reports that designing your own cool athletic shoes can be highly addictive.”
(Thanks to Nick Usborne’s Net Words for the Customatrix example.)
The words you use on your website can wake up and shake up your visitors, lull them to sleep, or send them screaming for the exits. It’s up to you. Choose a copywriter who knows how to tell, compel and propel your target audiences in the direction you want them to go.
Don’t skimp when hiring talent or you’ll lose at the other end. Your conversion (browsers-into-buyers) rate will suffer if you hire a plodding, predictable word slinger. If you’re going to hire someone, hire a sparkler.
Being blah online delivers a death sentence to your business.
