Does your claim make sense? If you are promoting something through Internet copywriting, it has to make sense quickly or you will lose your reader forever. But you can't talk about the logic of your proposition until the right moment.
Despite all the rah! rah! emotional pitches, illustrations and testimonials, if you want your Internet copywriting to be irresistible the overall "deal" has to make sense.
The first step, however, is to get your prospective customer emotionally engaged and excited about "finally" finding a solution to their problem. If you haven't got them breathing hard anticipating your solution, they won't be interested in anything you say. They will simply click away, never to be seen again.
The right time to start talking about the details of your product is when you've got their emotions running high. Now is the time to clearly outline how your product will fulfill all the promises you made in steps 1 to 6.
If you start describing how your product works before this point you will lose your reader. No one will care. No matter what you say, the reader will simply say "so what?" and click off your page.
It's a curious thing about people. If you simply tell them the facts they will never buy. You need to first have them emotionally interested in having the benefits, then they will buy just about anything you have to sell.
Some unscrupulous people have used this technique to make a "fast buck" from unsuspecting consumers before the days of the Internet. But the nature of the Internet is different from any other medium so Internet copywriting has to be different.
Yes, if you get people all excited, some will buy what you are selling even if your product is no good. However, you will leave most of the money on the table. Someone with a real product will come along and sell them and make a lot more money than you.
In order to get the most money possible from Internet copywriting, you have to have a good product that makes sense to the reader. You need to make the effort to clearly explain the details of how your product works.
People are very aggressive about doing their rearch online. Before they buy anything they will Google your product, they will search out the rationale of how you say your product works. Consumers will go to chat groups and forums and they will double check your claims against your product in Yahoo! Answers. Internet consumers are not easy to fool. Your Internet copywriting has to take that into account.
You need to meticulously take your reader through the logic of your product step by step. You need to explain exactly how and why it works. You need to provide references. You need to provide comparisons with your competitors, that your prospect can verify.
This is the time you relate all the benefits and advantages to the features of your product. Each feature can have many different benefits and each benefit can relate to many different features.
Use a long series of bullets to "finally" connect all the dots so your prospect understands that you can really solve their problems. If you leave out any benefit that you haven't justified with a corresponding feature, you will lose sales. Pile up the list of "it makes sense because..." and you will sell like crazy.
If you have followed all the steps to this point you will have a lot of people buying your product; Far more than your competitors. You will have truly great Internet copywriting. However, there will still be many people who will not buy from you.
Truly irresistible Internet copywriting leaves no stone unturned. Your reader MUST buy or they won't be able to sleep at night. The next few steps will give you the secrets that will make you a legend in the minds of your prospects. That's the only place it matters in Internet copywrting.