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Your site is Direct Marketing This can not be a popular view but I think that writing a website is much like writing a piece of direct mail. I? I am not talking about kidnapping and destruction of leaflets. I? I'm talking about large shipments of pamphlets, four or eight-page letter and a reply card. And no, I? I'm not saying that the experience and the approach is identical. There are also many differences. But the similarities are important and guide us in how to write for the website. Here are some analogies: 1. We can imagine that the conversion rate is very low. In the area of one or two percent. Moreover, if we do a good job. 2nd We have little control over the sequence in which people read the information we provide. With a piece of direct mail, people can start with the letter or brochure. And who knows if your attention first to establish a. You never know which part of a brochure by mail for people to read. And the same goes for a website. (If you ever sat on usability testing of a website, you know what I mean. Sometimes? S hard to understand why people choose particular, links or paths through a site.) 3rd We know that we are losing readers at all stages and to write in a way that is clear, engaging and convincing. This is particularly true in the case of direct mail and the two sites. Among the hundreds of people start reading, you lose the interest and attention of almost all of first? Task? has been completed. 4th We are able to identify important? Points of danger? when it comes to losing a player. In a piece of direct mail that is lost in the end the readers of the pages … at the end of a page of a letter of four pages, for example. Or when someone has finished reading a page in a booklet. Online, we know that we are losing readers how to read or browse a page and do not click to move a step forward towards the completion of a task. 5th We know we lose a significant number of people at the point of application or complete a purchase. They get very far away and then back at the last minute. This is particularly true for both direct mail and the web. Now, for a significant difference between the writers and web writers. Copywriter know mail and write everything accordingly. – A direct marketing writer close to the bottom of each page, in a letter, written in a way to throw people forward to the next page. – An editor of direct marketing through years of waiting for test results to write an application form for the purchase or that are better products. (How does the DM). – Direct marketing editor writes in a way that is deliberate and careful both informative and persuasive. A complex product has a number of pages sold. Knowing that a columnist for the needs of a large amount of information that readers with a very low level of attention. The writer must write in a way that is fluid, with the participation, information and persuasion. – A direct marketing writer knows that the main benefits and bids must be repeated throughout the package. When you know that most readers do not read every word, you must repeat the key messages for the whole world can read more than once. What? S I see? I have two comments. First, there is a degree of sophistication in the right of direct writing is rarely clear who still online. DM writers understand the nature of their environment and their readers thoroughly. At least the good ones. However, in line, while the quality of writers may be good, the sophistication with which they can apply their trade? Now do not compete. For example,? It is very rare to find a site where you can see how the writer and careful planning have worked together to maximize the number of people who click on another page. Over time, all this will change. What? And only one of the factors relative immaturity of the midline. My second observation is that Member States copywriter to live or die results. Every day. And give them the best chance of success, to study the success of the work of others and become obsessed about the results of the test. DG test marketing of everything and are always learning. This is the second element Hasna? Did not raise the rate on the internet. What? The easiest to test everything and anything online. We need to do more of that and adding to our knowledge of what works best in certain situations. With this way of packaging on-line writers can learn a lot from writers of DM. (The same applies to on-line designers who can learn a lot of designers DM). Both the media depend on the action, repetitive actions? if the pages are turned on or click the link. DM writers are good teachers in the implementation of actions. We must learn more than them.Nick Usborne is a freelance writer, author, speaker and advocate of good writing. You can access all his archived newsletter articles on writing and writing for the site in excess of their entry. Find more articles and resources on how to make money as a freelance writer on your website free of writing success.