Brent Brotine Communications - Freelance Copywriting

Handout From 1999 DM Days Presentation
"Online Writing: Making Your Web Site A Winner"

Brent's Top Ten List For Web Copywriters:

1. Make Your Envelope The Right Size
... minimize scrolling and put teasers to use.

2. Sign Your Work
... use one consistent tone, and consider a spokesperson.

3. Make The Ho-Hum Hot
... instead of blah leads, express benefits in a dramatic way.

4. Tell A Story
... involve the audience on a personal level.

5. Don't Dumb Down
... there's room online for the occasional ten-dollar word.

6. To Be Continued
... make prospects want to go to the next web page.

7. Include Lift Notes
... allow the prospect to select optional reassurance.

8. Ask Big Questions
... go beyond the FAQ to involve right from the start.

9. Telegraph Your Message
... use all the typographical conventions of direct response letters.

10. Open Your Bartlett's
... tantalize with quotations as you might on an outer envelope.

Return To Articles & Speeches

1.	Make Your Envelope The Right Size ... minimize scrolling and put teasers to use.
2.	Sign Your Work ... use one consistent tone, and consider a spokesperson.
3.	Make The Ho-Hum Hot ... instead of blah leads, express benefits in a dramatic way.
4.	Tell A Story ... involve the audience on a personal level.
5.	Don't Dumb Down ... there's room online for the occasional ten-dollar word.
6.	To Be Continued ... make prospects want to go to the next web page.
7.	Include Lift Notes ... allow the prospect to select optional reassurance.
8.	Ask Big Questions ... go beyond the FAQ to involve right from the start.
9.	Telegraph Your Message ... use all the typographical conventions of direct response letters.
10.	Open Your Bartlett's ... tantalize with quotations as you might on an outer envelope.