Distinguished Canadian literary critic Northrop Frye once said, “What we express badly, we do not know.” This applies exceptionally well to the murky world of online copywriting.

By now it is common knowledge that the public reads significantly less online than they would off. Internet users simply scan websites looking for what they came for.

It is therefore as important as ever to truly understand what it is you want your copy to say. What Frye says makes absolute sense: you can’t write about what you don’t know.

Do yourself and your business a favour by carefully examining your product or service. Know it’s advantages, know exactly how it works, know how to use it effectively and know how the consumer will benefit from it. Now explain all of that to someone with absolutely no knowledge of your product in under 5 sentences. It won’t be easy, but this exercise will help you devise an Elevator Pitch. Your pitch is essential when describing your product to potential customers.

On your website, make sure your pitch is placed squarely in the forefront. Your visitors need an open door to your business; once they are in they’ll be much more likely to have a look around and look at your more in-depth content.

If you already have a pitch or would like to share your newly created one, don’t hesitate to post it in the comments because we’d love to see them!