| Introduction
Page 17
using your favorite advertising slogans and still get the job done
right. Something nutritious and something sweet. It’s all
about the customer. But here’s the twist. You can build your
document around keywords, yet still be able to revise it later to
meet most of your imaginative, spirited, positive, brand power and
voice needs.
It’s like constructing
a building. The building’s core metal structure is designed and built first.
As it is finished, the beautiful façade makes it attractive and appealing
to the eye. People marvel at beautiful houses and buildings. Take the CN
Tower in Toronto, Ontario. It’s a tall, engineered and specialized structure
with about three or four specific purposes. And how many people know about the
CN Tower? Hundreds of millions. Despite it’s
specialized purpose and design, it is very well known and has millions of visitors
every year.
Now the
Mall of the America in Bloomington, Minnesota is a different story.
Here you have a structure that is huge, dynamic and multipurpose.
Its internal design is very complex and difficult to understand,
yet we all know what it is for. Millions of people visit that multipurpose
facility too.
The point
is this; you may write for Web sites with a specialized or multipurpose
content. Either one will have to have to be optimized through your
new skill, the skill of word engineering. Words are your tools and
your substance and key words are what holds your building up and
makes it navigable.
Do people
complain that their building is rigidly built around girders, cement
casting and has elevators to help them navigate the many floors
and sections? They may complain, but how do you build such a huge
structure so that it works successfully and makes sense to everyone
who uses it? Can you imagine a city without streets and numbered
houses? How would we find anything?
A Web site
is merely a building on a street in a city, in a state in a country.
Without a postal code, your snail mail will take a long time to
reach you. The words you use in the site are its postal code and
street address. If you don’t speak the robot’s language,
you might as well forget about big traffic to your site unless you
don’t mind paying big bucks.
Welcome
this new topic with an open mind and you’ll be rewarded well.
If there was ever a grand opportunity for writers to make their
mark in the business world, this is it.
I hope
this introduction to the subject has whetted your appetite for the
complexity of strategic copywriting. You will be writing in a new,
interesting way and you will master these important techniques.
You won’t become number one overnight, but you will smile
soon when your site begins to get visits and perhaps sales and new
loyal customers.
Good luck
and good results.
Gord
Collins
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