July 8th, 2009 by Bob Bly
Is copywriting the key to Internet marketing success?
Master copywriter Ted Nicholas seems to think so.
“Mega success on the Internet is all about copy alone,” he writes.
“It’s also helpful to know about other things like search engine optimiziation, squeeze pages, twittering, and teleseminars.
“But without powerful copy to fuel the marketing engine, you will not even be able to make a living online, let alone become wealthy.”
Ted says his online marketing success “is 99.9% due to my copy which drives all the rest of the elements.”
Ted’s viewpoint about the importance of copy in online marketing is diametrically opposed to that of web usability guru Jakob Nielsen.
“We know that users on the web typically don’t read very much,” proclaims Nielsen in his 5/6/08 Alertbox.
He says that high-literacy users scan — and, on average, users typically read only 20% of the text on the page.
What he thinks drives sales online is a mystery to me, but obviously, he doesn’t think it’s the copy that no one reads.
My question to you is: who do you side with?
Do you agree with Nicholas that strong copy is what makes money in Internet marketing?
Or do you, like Nielsen and others in the usability crowd, believe copy is a necessary evil on the web — and the less, the better?
P.S. Let me tip my hand and say that I side with Ted’s view that copy is important, and think Nielsen is a gasbag full ot hot air.
Why? Simple. Ted’s conclusions are based on generating $6.8 billion in sales online and offline with his copy.
Nielsen’s conclusions are all based on statistical analysis of “page views” — people looking at and reading web pages — and not on people RESPONDING TO WEB PAGES BY SPENDING MONEY.
But enough about me.
What do YOU think?
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