Content Management J2ee - News & Articles

Content Management J2ee - News & Articles

In other words, while some may compel our attention, many sitesfail to propel our actions, too. And their owners often scream,"Why is my site not producing any sales," "why is it so heavilytrafficked but getting such a poor response" or "why are peopleleaving so quickly (or after they got what they came for)?"Well, if content was king, copy should be the castle.The Internet is not a traditional medium in the broadcast sense.It is intimate, dynamic and interactive. People are more involvedwhen reading the content of a website than reading a conventionalprint publication or watching a TV commercial. With the Internet,people also have a powerful weapon, and they usually never thinktwice about using it when the need confronts them: their mouse.So, the idea is this: forget about writing content, at least inthe traditional sense. Think copy. Think content that compels thereader to do something, even if it's just to continue reading.According to Atomica.com, "copy" is defined as "the words to beprinted or spoken in an advertisement." (And "advertisement" isdefined as "a notice or announcement designed to attract publicpatronage." It's selling something, in other words.)But the word "content," on the other hand, is defined as "thesubject matter of a written work, such as a book or magazine."And keep in mind that there's no mention of the Internet, here.Nevertheless, this is why I submit that, with its multitude oflinks and hypertexts, the web transforms the passive reader intoan active, responsive participant. (Make that "response-able.")A book or magazine is limited by its front and back covers. Theweb, however, is not. If your content does not strive at gettingthe reader to do something, whether it's to buy, join, subscribe,call, email, fill out a form, download, click or whatever, thenyou need to seriously rethink your content and the words you use.Here's my explanation of the difference between content and copy.Content informs. Copy invites. Even if content invites readers tokeep reading, it's still selling an idea. It's still calling forsome kind of action. And it's still copy, in my opinion.If your web page is only meant to inform people, like some kindof book, it's content. (And like the closing of a book once it'sread, the only action left is to close the browser window.) Butif it contains links to other parts of your website, then it'scopy. And you need to write your content with that mindset.Ultimately, write your content by incorporating a direct responseformula that compels and propels your readers to act. Don't leavethem hanging. Take them by the hand. In your content, integrate acall for some kind of action, in other words. Ask your reader to"buy now," "join today," "get this" or "download that ..."... Or better yet, at least ask them to simply "click here." About the AuthorMichel Fortin is a copywriter, author and consultant dedicatedto turning businesses into powerful magnets. His specialty arelong copy, email and web sales letters. Subscribe to his FREEmonthly email newsletter by visiting http://Su