Why do headlines like the one above have so many people buying magazines? They instantly communicate value. Then, they have to deliver on the promise. When your goal is getting the first line read, compelling headlines are the most important part of your pitch.

Balancing eye-catching copy with good design, search engine optimization and the dictates of your brand while providing clear, usable information to your clients means understanding your business from several different perspectives.

Questions you should ask about your copy.

After you’ve caught your readers eye with your headline, how do you keep them reading? Here’s four questions to ask about your web copy that are easily asked, but perhaps not so easily answered.

Does it reward my reader for reading further?

Does it trigger a strong human emotion?

Does it offer a persuasive or compelling offer, idea or proposition?

Is it intriguing?

If your answer is yes, you’re close to delivering on that headline’s eye-catching promise.

Getting conversion.

It’s not romantic, it’s not artsy, and it’s not always about imagination and originality. But if you convey a unique benefit in a specific way, you can lead your reader to take action. Knowing your objectives and expressing them in specific and measurable terms is a pretty good starting place for every Web site.

Telling vs. Selling

Do you need copy or content? Here’s one of last year’s interesting articles from Liz Strauss’ Successful (and Outstanding) Bloggers about the difference in writing that provides information, and writing that sells.

Partial Client List:

I-many, Inc.
ElderCarelink
California Culinary Academy
International Academy
of Design & Technology

Vortechnics
Lifeline Medical Alert
Schooner Mary Day
MaineLodging.com
Lehigh Vally College
Le Cordon Bleu, Miami
Gibbs College, NY
Briarcliffe College
Colorado Technical University
Ward Log Homes
Merrill Blueberry Farms
Bentley College