The web copywriting is all pervasive. The moment you connect to the internet, you come in contact with some form of web copywriting. The web copywriting ranges from web content to social networking sites posts and online adverts. More users than before are using Internet for getting desired information. The information strongly affects the buying habits of the users. To tap this huge user base to increase business volume, companies are taking web copywriting more seriously. Small businesses can also penetrate this huge user chunk with writing effective copy. Writing effective copy is not a secret anymore. Anyone can write compelling copy using the famous 5 W’s and H formula. In the previous article, “Understand the basics of Communication for web copywriting” we found about 3 of these W’s (What, Who and Where). Now, we’ll discuss the remaining 3 questions i.e., When, Why and How.
What is 5 W’s and H formula? To write effective and complete copy, communication experts came up with this formula. It is one of most popular principle in the communication industry. According to this formula, the copy should answer the basic questions of What, Where, When, Why, Who and How. If you make sure that your copy answer all these questions, then there are more chances that the communication process would be successful.
We were discussing the example of writing a restaurant review. You were asked by the restaurant owner to write a review about their restaurant the great food made there. You visited the restaurant to get the first hand experience and now you are on your laptop to write the review.
When? Think about this question and write down the answers that pop up in your mind. When did you visit the restaurant. Was it day or night? Did the time of the day affect your experience, or will it change the experience of the prospective clients. Brainstorm and try to answer these questions. You don’t need to incorporate all of them in your copy. Select the one that is the most relevant to the readers.
Why visiting the restaurant was important to you and why it will be important for the readers? The answer could be the out of the world cuisine. The mesmerizing or soothing environment of the restaurant, could be the trigger for the readers. Search the reason why the reader should go the restaurant and include the most compelling reason.
How was your experience at the restaurant? Narrate to the readers how was your experience at the restaurant. Similarly, it could mean, how the reader could reach the restaurant.
With all these questions answered, your copy is not only complete but it stands more chance to grab the user attention and be successful. So, incorporate the basic communication principle in your online posts (the principle could be applied to even microblogs) and get more business.