Jeri Goldstein 2017

Writing Web Copy with the Reader in Mind

– Posted in: Promotion

Home pages, blogs, social networking sites, sales pages, press releases and merchandise pages all written to communicate with current or prospective fans, bookers, media, clients, customers or business associates. But, is your copy or your message truly written with those readers in mind?

Before you “throw up a home page or a landing page,” consider these 3 ideas to help you write your copy so it directly speaks to your reader.

  1. Decide who will be reading the piece you are writing:

    Your target audience for each page of your site, your social networking site or your blog may be different. They each may desire a different experience when they read your copy. Know your audience, their possible purpose for their visit, their potential desire or need and the result they seek by reading your material.

    Here’s an example: A booker looking for an act to fill a date for their venue is looking for information that tells them you are an act that can sell tickets and fill their room. They need to find this information quickly. They need to be directed to the information that gives them evidence that you can fill their room and they need that info at a quick glance, not buried in long paragraphs. They are reading many other sites and promo material. If one artist gets them to the results they seek faster than another, they’ll go with the artist whose information was organized, concise and told them what they needed to know.

    Examine your site with this perspective in mind. Can bookers find the information they need quickly? Does your site directly speak to a booker to give them this information, or do they have to wade through copy that also talks to your fans and the media.

Solution:

    • Reorganize your NAV bar to create a link that is labeled “Concert Presenters”, “Bookers”, “Club Bookers”, “Promoters”, “Artistic Directors”, “Programmers”, or whatever label defines the booking person at the types of venues you regularly play. This gives that person a direct landing place where they can feel confident they will immediately get the information they are looking for.

    • Create main headings on your NAV bar with subheadings to further refine their search. The subheads may link to pages that have multiple audience uses, such as a list of upcoming concert dates or your discography page, or even quotes from past presenters and fans. But, when someone is looking for something specific, they are more likely to continue their search with you, if you have reached out to them directly and said, “You have landed in the right place and here is what you are looking for.”

  1. Use headings to organize your information.

    It is easier to find information when organized under a heading. If you want your reader to find the information they seek, more quickly, use headings instead of long unbroken paragraphs.

  2. Use bullets and lists to visually simplify access to information.

It is much easier to take in more information at a glance when it is listed using bullets or numbers. You can use fewer words. Lines can be shorter. Information stands out. Information in list form takes less time to read. When getting information quickly is important to your reader, it is more efficient to use a list format to deliver your message instead of paragraphs.

Incorporate these three ideas when working on your copy, and any piece you write will be more accessible, more targeted and far more user-friendly for the intended reader.


And, I invite you to learn more about this and other topics important to your career development and to sign up for free weekly audio Biz Booster Hot Tip! Every Monday you’ll get another valuable strategy and technique that you can put to use immediately. You’ll find helpful books, career development seminars, Booking & Touring Success Strategies & Secrets online course and information on booking tours, the music business and performing arts. It’s all waiting for you at http://www.performingbiz.com. Jeri Goldstein is the author of, How To Be Your Own Booking Agent The Musician’s & Performing Artist’s Guide To Successful Touring, 3rd Edition.

* If you would like to reprint any of these articles, please contact Jeri Goldstein for permission.

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