• Self SEO, Thursday, April 10, 2008 1:45 PM

If content is king, then upgrading your copywriting skills (or calling in a copywriter) is vital to ensuring your Web site's success. And according to Lisa Packer, the most effective content is the kind that can spark emotions. "You absolutely must trigger an emotional reaction with your copy if you intend to get response--whether you're looking for a lead or a sale," Packer says, and serves up a host of tips for crafting such content.

Try telling a story--one that can convey your sales pitch or lesson without triggering resistance. "A good story captures attention, and draws the reader in. Right away, his emotions are stirred, and he cares about the outcome," Packer says.

Also, try stimulating all five senses with your copy. If possible, describe how the product or service feels, sounds and possibly even tastes. And Packer recommends using a conversational tone of voice. "Read your copy aloud and see if it passes the 'barstool test,'" she says. "If it sounds like you're talking to the person on the barstool beside you, it's good. If any line or sentence makes you stumble, rewrite it."

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