Let's imagine for a moment that someone lands on your website. Not just any someone—but a dream-client-type someone. This person would be amazing to work with, and (at this moment) it's all up to your website to reel 'em in.

This person starts reading your copy and the words are jumping out at him.

He is thinking to himself: "This person gets me."

He reads on and is so enchanted by the story you are telling that he clicks over to your services page. Things keep getting better, because your service descriptions are so spot-on, he immediately feels the desire to trade his cold hard cash for the chance to work with you.

Sound too good to be true? It doesn't have to be.

The Web is chock-full of boring copy. But your website doesn't need to mingle with that group.

Creating copy that connects with your audience is easier than you think. But it's not enough to just "talk benefits" and "use your own voice" (and other such vague advice you've likely run across).

Instead, you need ultra-specific tactics that you can put to use on your own website. Here is a list of five such tactics (plus a bonus if you read until the end. Yes, that's a bribe).

1. Branded statements

Have you run across businesses or entrepreneurs that have perfect snippets of advice they use over and over again to sum up the core of their brand or philosophy?

These people are onto something.

Repetition is known to be effective, and there is a way to put it to use in your copy to enchant your audience and help them remember you long after they've wondered away from your site.

I like to call that little trick "branded statements."

How to do it:

What do you believe about your industry or niche that makes you unique? What piece of break-through advice do you love to offer your clients or customers?

Once you find a nugget or two of wisdom or wit that's uniquely you (it might take some brainstorming), you have the basis for your very own branded statements.

Condense that piece of advice or insight into a short sentence or two. Word it in a conversational way (so it doesn't sound awkward or scripted when spoken out loud). Memorize it.

Whenever relevant, use your branded statements on your website. And here's a bonus: Use it in guest posts or during interviews to help build brand awareness online.

Remember to use it often: The power of branded statements is in repetition.

2. Use fragments

Grammatically correct copy can be awful to read.

Don't get me wrong, structure and rules are important. But if you stick to them too religiously, your copy runs the risk of turning out so uptight that your audience will avoid it at all cost.

When we talk out loud, in conversation, we tend to communicate in a more casual way—and it turns out that this way of talking translates well onto the Web.

One super-effective way to break up with traditional grammar is by deploying the sentence fragment. This little guy breaks up the monotony of your copy and helps emphasize important points. Plus, it's just plain fun to use (and read) for some reason.

How to do it:

A sentence fragment just means you've cut a sentence short. Like this. It doesn't include all the elements of a proper sentence—which is exactly why it works. It stands out. Grabs attention.

Use sentence fragments sparingly (they can get annoying if you go overboard). Put them to use when you need to break up the flow of a paragraph or create an abrupt rhythm, or when you want to emphasize a point.

3. Show vulnerability

We all go to great lengths to hide our shortcomings and weaknesses. But it turns out that when you show vulnerability, you can actually endear yourself to your audience.

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Five Incredibly Specific Tactics for Writing Enchanting Copy

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ABOUT THE AUTHOR

image of Sonja Jobson

Sonja Jobson is the founder of Fresh Coast Creative, specializing in lead-generating websites for small businesses.

LinkedIn: Sonja Jobson

Twitter: @SonjaJobson