Words of Copywriting Wisdom …
Using Online Pages to Support Offline Efforts …

“Offline prospects oftentimes go to the Web to check you out and see if you’re for real. Online prospects don’t go offline to check you out.”
– Matthew Furey, The Zen Master of the Internet

I did a quick survey in the office, and the 10 people I asked all said they check out a company’s website before purchasing just about anything through the mail these days. We know this is the case for people who receive our sales letters. After reading one of our promotions, their next stop is one of our Web pages to get a sense of who we are and to see if we’re “for real.”

So what does this mean for you? More projects from your clients! Every direct-mail letter that gets mailed should have an online Web page counterpart that has been indexed to support the print promotion effort and boost its response. And as an AWAI copywriter, you can create both of these important pieces for your clients.

All you need to know is how to write the most effective Web page possible. And to answer your next question – “How?” – I went to the best expert I know on the subject, Nick Usborne.

The Professional Writers’ Alliance

The Professional Writers’ Alliance

At last, a professional organization that caters to the needs of direct-response industry writers. Find out how membership can change the course of your career. Learn More »

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Published: February 25, 2008

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