One of the most powerful tools in your sales arsenal is the informed and judicious use of words and terminology. Words have the ability to entice a prospect, hold the attention of the potential buyer, and ultimately result in the establishment of a relationship that not only results in a sale today, but helps to create other sales activity in the future.

At the same time, words have the power to turn away potential clients, make people feel unappreciated, and ultimately lead to not only the loss of a sale today, but also the loss of sales opportunities in the future.

The effective salesperson knows the importance of choosing the right verbiage to present both the seller and the product. Whether in verbal communications or in the creation of written documents such as sales brochures, letters and emails, or any other type of promotional materials, using the right words in the right places is key to being successful at the task of sales.

Using verbiage that will result in sales opportunities is important in any environment. This is especially true when composing sales copy for a web site, an online press release, or an electronic advertisement. There are several factors to keep in mind when writing the text for your web copy. Here are some of the most important things to keep in mind.

First, it is imperative to keep your target audience in mind when composing the web copy. This will often mean making sure that the text is sprinkled with terminology that will be immediately recognizable to the reader. Adding in terms that are familiar to the consumer helps to accomplish two things.

First, they serve as markers that help the reader know that he or she is at a site that has relevance to their needs and interests. Second, the use of familiar terms creates the impression that the author of the web site possesses a competent knowledge about the subject matter.
Both of these factors help to hold the interest of the reader long enough for the web copy to present all the reasons why life would be so much easier with the acquisition of the advertised good or service.

Technical terms may be fine in some instances, while their use may actually be a deterrent in other situations. For example, even though your product offering may have to do with conference room telephones, you may want to refrain from using a lot of telephony terms.

This would be true if you are looking to promote your products to administrative assistants and busy executives. Instead of technical terminology, the focus should be on the features included with the unit, as well as emphasizing how easy the unit is to use.

Of course, if the focus is on promoting the telephone equipment to Information Technology managers, then the inclusion of technical terms and specifications would be a must. Knowing what type of verbiage will connect with your target audience will go a long way in making the copy of your web text interesting and attractive to your audience.

Another thing to keep in mind about your web copy is that you want to get the highest ranking as possible in various Internet search engines. The easiest way to accomplish this is to make sure there are keywords sprinkled throughout the copy. Keywords are simply words that are easily picked up as being relevant to the subject matter, and which are likely to be used by anyone doing research online related to that particular subject.

For example, if an assistant is charged with the task of finding good buys on a speakerphone for the conference room, there are several key words that he or she is likely to use as part of the search criteria.

Words such as speakerphone, conference, conference room, meeting, business, and telephone are some examples of words that may be used as part of the search. Having all those words included in the text of your sales web copy will help to ensure your web site is included as part of the search results that are returned by the search engine.

One way to get an idea of what types of keywords to include in your web copy is to conduct a search of your own. Check out competitor sites and make note of some of the words that seem to occur two to four times in their copy. Chances are repetition at that level is done in order to maximize the chances of getting a high ranking on an engine search.

Keeping in mind that you do not necessarily want to replicate the keywords that are used by your competitors, think of other terms that are similar in meaning and that you think would be likely words or phrases to use for a search. Try out your theory by doing a few searches using your own set of keywords. You may find that the results are very positive, and could lead to greatly increasing your chances of a high ranking on all the major search engines.

To Your Success

Tony Markx

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