Copywriting Makeover: It?s Not About YOU, It?s About THEM
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? 2003http://www.copywritingcourse.comI've always loved scented candles. They help create a cozy atmosphere. They give you a relaxed feeling. And - most importantly - they make your home smell wonderful! So, naturally, I was excited when I was approached to rewrite the index (front) page for an online retailer who made specialty, soy scented candles.The goals of the copywriting rewrite were to increase sales and improve search engine positioning for the terms "soy candles," and "scented candles." The copy definitely needed some work. It wasn't "bad," but it had one major thing holding it back.
The copy violated one of the primary rules of copywriting. "It's not about you? it's about them."An additional problem was that the information - while definitely necessary - was presented as more of a list of nuts and bolts. It needed a boost to create a "feeling" about the candles for sale.The ProblemAs you can see from the original version, http://www.copywritingcourse.com/IlluminousTimes-BEFORE.doc, the copy either focused on the company or the candles. Very little of the copy focused on the customer.Another element that was "off" in the copy was the lack of the "experience." Site owner Dan Fehn had some fabulous research data about scented candle buyers, however he did not know to include that information when writing.Lastly, while Illuminous Times had fairly good search engine rankings, there was room for improvement.The SolutionThe data I received included the following information from the National Candle Association.Candle industry research indicates that the most important factors affecting candle sales are scent, color, cost and shape. Fragrance is by far the most important characteristic, with three-fourths of candle purchasers saying it is "extremely important" or "very important" in their selection of a candle for the home.Candle manufacturers' surveys show that 96% of all candles purchased are bought by women.Nine out of ten candle users say they use candles to make a room feel comfortable or cozy.This was the basis for the copywriting makeover.
As a scented candle lover myself, I knew for a fact what women wanted from candles. I understood the candle buying experience and played on that knowledge to create copy that "romanced" the site visitor and increased the desire to buy.The search engine optimization (SEO) aspect of the copy came easily. The terms "scented candles" and "soy candles" flowed naturally as I created the copy so my primary goal was to use these phrases in power positions (like the headline and sub-heads). I'd also place them as often as I could without making the copy sound stiff or forced.The RewriteYou can view the new copy here (http://www.illuminous-times.com). As you can see, the new version immediately begins to entice the site visitor.
Everything she wants from a scented candle is laid out before her? and some things she might not have known she wanted.I began to pique interest in soy candles (as opposed to traditional wax candles found in stores) by immediately outlining the advantages soy candles offer. From there I played on the fragrance (the most important characteristic according to the National Candle Association).I led the customer through a mental tour of their home - lighting candles for a special dinner, enjoying the glow as they snuggled with a good book, and having the unmistakable fragrances only soy candles offer wafting through their homes.A final keyphrase-rich benefits list of why soy candles are superior to traditional wax candles and an emotional call-to-action wrapped up the copy.The ResultsI think the results of the copywriting makeover are best stated by Dan himself."Thank you! Sales have increase even before the holiday season and my rankings have improved, too. Right now I am #1 for the term 'soy candles' (previously ranked at #4), and I'm at #7 for 'scented candles'... a huge jump up from #17!"So, as you can see, taking the focus off the product or company and putting where it should be (on the customer) makes a tremendous difference. Sales naturally increase when the customer feels he/she is the reason for your existence.
Take some time now to look back over your copy. Is it company focused? If so, learning to write specifically for your customers can turn your sales around almost immediately..
Candle Shopping for Christmas Has Become Easier
Local work at home mom is making it easier to shop for candles this ChristmasSeeing the need to make shopping easier, candle site owner Kara Kelso has added a new feature to her website, Soy Wax Candles (http://www.soy-wax-candles.com). "I realise that not everyone is comfortable shopping online", says Kelso. "So the option has been given to request a catalog and order by mail". Soy Wax Candles is an online store offering soy candles in a variety of scents. What makes this store unique from all other candle stores online is the one of a kind food and beverage candles, as well as the bucket candles.
Catalogs can be requested for free, and come with an order form with clearly stated shipping prices. Checks will be accepted with this form of ordering, which is not available when ordering online. Catalog requests can be found at: http://www.soy-wax-candles.com/catalog.html....
Candle Shopping for Christmas Has Become Easier
Candles > Candle Shopping for Christmas Has Become Easier
GeorgiaCandle.com Launches New Candles Website
GeorgiaCandle.com launches new candles websiteWicks and Wonders Candle Company has launched their new website in association with Georgia Candle Company.
Wicks and Wonders Candle Company was founded in Midville, Georgia and has supplied premium highly scented candles throughout the United Sates for over seven years.
In 2003 Wicks and Wonders Candles was merged with the Georgia Candle Co. not only to produce premium candles but to expand their product line to include candles and candle accessories.Kim Royster of Wicks and Wonders Candles stated "We are so proud to be a part of Georgia Candle Company (georgiacandle.com).
Our goal at Wicks and Wonders Candles is to continue to supply our customers with Premium Highly Scented Candles and to offer them household and candle accessories.
We have always been known for the quality of our candles and now for the quality of our accessories.
Our business has been growing at phenomenal rate and we expect...
Candles > GeorgiaCandle.com Launches New Candles Website
The Warmth of Candle Glow
Holiday Candles - ever popular and even indispensable in many homes - winter weather can create havoc with electrical systems and power sources. Candles - just about the purest and warmest Christmas light - a glow that illuminates and lingers - a symbol of friendship and love and at the very center of many memories. A white pillar candle surrounded with cinnamon sticks tied gently with raffia - surrounded with holly, berries, and pomegranites. At dinnertime, their glow brightens the table and reflects the joy in those sitting around and truly enjoying the entrees presented. Many candles are scented and bring pine, ginger, and other aromas to your home.
Use these abundantly on mantels, tabletops, and shelves, but should not be used on dining tables. The scents can interfere with the wonderful odors of foods cooked lovingly and presented in spectacular dress. Let the food shine in its own right, while the candles embrace and respond to rave reviews in other places in your home....
The Warmth of Candle Glow
Candles > The Warmth of Candle Glow
Copywriting Makeover: It?s Not About YOU, It?s About THEM
by
? 2003http://www.copywritingcourse.comI've always loved scented candles. They help create a cozy atmosphere. They give you a relaxed feeling. And - most importantly - they make your home smell wonderful! So, naturally, I was excited when I was approached to rewrite the index (front) page for an online retailer who made specialty, soy scented candles.The goals of the copywriting rewrite were to increase sales and improve search engine positioning for the terms "soy candles," and "scented candles." The copy definitely needed some work. It wasn't "bad," but it had one major thing holding it back.
The copy violated one of the primary rules of copywriting. "It's not about you? it's about them."An additional problem was that the information - while definitely necessary - was presented as more of a list of nuts and bolts. It needed a boost to create a "feeling" about the candles for sale.The ProblemAs you can see from the original version, http://www.copywritingcourse.com/IlluminousTimes-BEFORE.doc,...
Copywriting Makeover: It?s Not About YOU, It?s About THEM
Candles > Copywriting Makeover: It?s Not About YOU, It?s About THEM
Ira Royster Owner of the Villa South Inn and Restaurant (villasouth.com) has put His Landmark Motel up for Sale on the Online Auction Sites, eBay and Bidup.org
Ira Royster the owner of the Villa South Inn and Restaurant (villasouth.com) has put his Sandersville, Georgia landmark up for sale in an unconventional way ? on the online auction sites, eBay and Bidup.orgRoyster is selling the landmark motel and restaurant and stated he is ready to retire to his small farm and to help promote his family's candle business, Wicks and Wonders Candles (georgiacandle.com).Royster's eBay effort even landed him coverage in the Atlanta Constitution and the Chicago Tribune about the site's increasing number of real estate listing.It appears to be generating considerable interest in the in the motel complex. Royster said the listing has generated numerous questions and some bids at the auction site. Royster further stated that he believes the site will sell on eBay and that the high bid so far has been $2,200,000. which was rather close to his minimum asking price and that people have contacted him from California to India.Kim Royster the owner of Wicks and...
Ira Royster Owner of the Villa South Inn and Restaurant (villasouth.com) has put His Landmark Motel up for Sale on the Online Auction Sites, eBay and Bidup.org
Candles > Ira Royster Owner of the Villa South Inn and Restaurant (villasouth.com) has put His Landmark Motel up for Sale on the Online Auction Sites, eBay and Bidup.org
Soy Wax Candles ? Why They Are Becoming So Popular
Soy wax candles are made from hydrogenated soybean oil making them a natural product. Soy wax is a cheaper alternative to using beeswax and creates a long and clean burning candle. Soy wax candles can be combined with different fragrances and essential oils and come in all colors and shapes. There are many benefits to using soy wax when you want to learn how to make candles on your own. Creating soy wax candles is a very satisfying and rewarding hobby.
Some of the advantages of using soy wax to make your own candles include:
? Soy wax candles produce less soot than paraffin wax candles
? If you spill some of the soy wax when you are learning how to make soy candles, it is easy to clean up.
? Soy candles burn at least 50% longer than candles made from paraffin wax
? Burning candles made from soy wax does not increase the level of carbon dioxide in the air
Any craft store, both online and off, will have the soy candle supplies you...
Candles > Soy Wax Candles ? Why They Are Becoming So Popular