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Easy Furniture Web Tip #151 Short Copy Isn’t Easy to Write

Furniture World News Desk on 6/18/2012

By Katherine Andes

Most of us appreciate short messages that get to the point quickly. That’s what I strive to do with my Easy Furniture Web Tips. But being pithy doesn’t mean that the work is less. Often one of my web tips takes longer because I have to explain a concept well and then trim it carefully to its essential points.

For example in writing this piece, I had three additional paragraphs that I eventually cut out.

If you have determined that short text is right for one of your web pages, and that’s a topic in itself, keep in mind that it won’t necessarily be easy to write. In fact, it may be harder. Your writer needs to deliver your sales message covering at least five bases:

1. Get the prospect’s attention.
2. State the prospect’s problem.
3. Provide your solution.
4. Prove your solution is the right one.
5. Include a call-to-action.

In addition, the writer needs to include appropriate keywords to ensure visitors find your page in the first place.

Each of the five bases above will need a paragraph. So your short piece is already up to five paragraphs at a minimum!

Easy Furniture Web Tip #151: Short copy is fine provided it can accomplish your sales objectives, but don’t assume it’s easy to write.

Katherine Andes specializes in web content development and SEO services — including page customization for storefront and franchise web sites. You can phone her at 559.589.0379 or email at Kathy@AndesAndAssociates.com.

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