This advice, of course, applies to all copy and certainly to B-to-C copy as well. However, I see this problem more on B-to-B websites than on consumer websites. People don’t pay attention to your website because you haven’t given them a specific reason to.

Bob Bly, a master copywriter, makes this point very well in his book, The Online Copywriter’s Handbook. He uses a headline written for a collection agency who’s target market is dental offices that aren’t getting paid.

Bob makes the point that being vague, like most advertising, doesn’t get people’s attention. However, flash some nice specific figures and people are riveted. Here’s the example headline he used (and as I’ve iterated before, you must have a headline on every page):

How We Collected Over $20 Million in Unpaid Bills Over the Past Two Years for Thousands of Dentists Nationwide

Now, do you think that got some attention? Bob goes on to wave those figures around under their nose a few more times to make certain it sank in:

In the past two years alone, IC Systems has collected more than $200 million in outstanding debt for dental practices nationwide.

That’s $20 million these dentists might not otherwise have seen if they had not hired IC Systems to collect their past-due bills for them.

Does your b-to-b headline and copygrab onto a potential client or customer like that and dig it’s teeth into them like a pit-bull? If not, if you’ve been wondering why your website isn’t bringing in customers and clients like you had hoped, it’s time to give me a call. I can fix that. 612-226-7667.

HackingEthics

Originally posted 2007-09-27 15:20:48. Republished by Blog Post Promoter

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