Just because one style of writing works well with someone else’s site doesn’t mean it is right for yours. What I am saying is you shouldn’t box yourself in by assuming you *have* to have a particular type of copy. Like every other type of copy, they do, given the right environment and the right product/service. I don’t know why I thought I had to have one particular kind for my site.”įrom there we worked together to better understand his audience and create copy that would appeal to them.Ĭopywriting is not one-size-fits-all. What was his response? “Now I feel stupid! Of course, there are several types of copy. Shopping Cart Copy - (works especially well for books) I pointed him to several sites that had a wide range of copy to show him some of the other styles.Ĭatalog Copy - (one of my favorite types to write!) Even though he had been to countless sites that did not have sales letters, he never realized the differences. That’s what all the “gurus” were telling him, so it must be true. So much so that he thought this was the *only* type of copy to have on a website. A lot of what he had been exposed to online was sales letters. Did his question come with a sarcastic tone? No, it was a genuine question. Was he a fan of sales letters? No, not especially. When I sent him my suggestion he replied with something along the lines of, “No sales letter? What other kind of copy is there?” After looking at his home page and evaluating his target audience, I didn’t feel a sales letter would be the best type of copy for his site. How much will it cost me?” read his note. “Karon, I want you to write the sales letter for my site. I meant no disrespect I just couldn’t believe he really felt that way. Honestly, I shook my head when I read his email.