Maybe I came to this knowledge a little late, but better late than never, eh? People don’t buy from you because of what you know — they buy from you because of how you PACKAGE what you know. I owe Nick Usborne a beer for that little piece of wisdom.
So it is that this freelance copywriter continues to be driven half-mad quite amazed at how many websites reflect a genuine lack of knowledge about this fact.
Two things: First, words matter. They matter greatly. Words are deal breakers or deal makers. Second and maybe more important, how you present the words you use, the PACKAGING of your words is EXTREMELY important.
Why is the packaging so important? Have a look below. The 5 Safe Points Driving School looks like a traffic accident.
COULD THIS PAGE BE ANY UGLIER? Sure it could be a lot uglier. But honestly, where do we even begin on this site?
Now look at the Elite driving school’s website. And check out that simple headline: Become a Better Driver. What more could you want?
Design isn’t just about pretty pictures and a nice layout. Design COMMUNICATES. It either communicates clarity or confusion. In an ideal world great design amplifies and enhances your call to action. It’s your call. Spending time and or money on copy and giving little or no thought to how you present the language is time and money not well spent.
Clear and accessible.
{ 2 comments… read them below or add one }
It appears on my page that your edit of the second paragraph is still visible.
Hi Gary,
That’s pretty funny. That’s a deliberate thing. Some people use blog writing as a means of very personal expression and that “edit” you saw was deliberate…It’s a way of saying “this is what I really think but I’m too polite to actually say it here” but I still want you to know how I’m thinking about it… See what I mean? James Fallows the Atlantic magazine writer/blogger uses this device a lot and is really good with it. cheers,rp