How to Woo Online. A guest post by Walter Jones.

How to Woo On-Line.

Start with a headline that intrigues your reader.

walter jones explains the verbal identity of copywriting online

Walter Jones

Treat your headline like a tweet. Try eight words or less. That way, anyone re-tweeting your headline will also have space for a comment of their own.

Use sub headers

79% of users scan the page instead of reading word for word, focusing on headlines, summaries and captions. – Jakob Nielsen

Look your reader in the eye. Tell the truth. Check your facts. You want to build credibility and trust with your audience and you want your readers to come back.  Make them like you

Keep your ideas in separate paragraphs.

Write what you mean

Never assume your audience knows as much about the subject as you. Use plain English.

Work to a guide of 50 words a paragraph, 500 words a piece or less. If the first few paragraphs were pulled out and published on their own, they should tell the same story.

Keep your sentences short. Use a full stop instead of a comma. Proofread and use your spell check.


Check again.

Use words that show your personality but leave your similes and metaphors on the woodpile of pretension, to be burnt like an unwelcome villager, accused of witchcraft.

Break it up

If your text is long, break it up with a quote, or a list.

1. Use bullets, indentation or number your points.

2. Look for opportunities to link back to verbal identity or your own website.

3. Make it relevant.

4. Sometimes, do you think it helps to ask a question?

5. Start a conversation.

Think of words as the currency you spend to woo your audience. Spend them wisely.

Hire a writer.


Best wishes,

Walt Jones.