Do you want to write web copy? Web copywriting has a unique benefit for copywriters: you can track results instantly. Discover how you can create powerful copy and make sales.

What makes "powerful" copy? Here's the secret: it arouses emotion.

1. Powerful Copy Generates Emotion: Research First

Research is vital, whether you're writing a small web banner ad, or are writing a long-form sales page. You need to know who your market is, what they want, and what they respond to.

My research always starts with researching the product, so that I am sure that I completely understand the product and the audience it was created for.

My next step is to research keywords, even if the product won't be dependent on organic search because it's being promoted by advertising. Keywords give you an insight into the state of mind of buyers.

Once you've done your research, think about the primary emotion that you want to arouse in the people who read your copy.

2. Use Images to Generate Emotion for More Sales

Should you use images? That's a personal choice. (if you're writing copy for others, you may not get to choose, of course.)

If the product you're promoting is a physical product, use images. Think about questions the buyer has, and include images to answer them.

If you're selling a digital product, don't feel that you need to use generic e-cover images. Bad e-covers can do more harm than good: they're over-used, and can cheapen the effect of your copy.

Remember that the images you use should arouse emotion. Tell your designer of the emotion that you want to arouse in the people who read the copy, and help him to select appropriate colors and fonts.

3. Get the Response You Want: Add Steps

I'm sure you've seen web copywriting sales pages where the buyers are encouraged to click from one page to another, and then on to the final page where they can buy. The reason copywriters use these "steps" is that actions have a psychological effect.

When a buyer clicks from one page to another, he's committing himself by taking action. The final action is the purchase. Of course this doesn't always work -- nothing works all the time -- but it's a web copywriting tool to keep in mind.