Men use cologne to attract women. To attract visitors, your website also has to have scent, Information Scent.
Information Scent includes those words or phrases which tell Internet users exactly where they can find the information they are looking for. For example, when searching for the show time of the next episode of Battlestar Galactica on the official website, it's easy to imagine finding a link that says "schedule" or "next episode". So, those words have Information Scent.
Create a Strong Scent
Your web pages need a strong scent to keep visitors from clicking the "back" button. To create a strong Information Scent, you need to use plain language. For example, the word "body mass index" is the proper term for a chart showing a person's "fatness" or "thinness". Most people have even seen this term before. However, it is quite technical. Physicians will know what it is, but the average person won't. So, even if that person sees this term on the website, he will actually think that there isn't any chart there and go to another website. Using plain language, such as "fatness chart", would create a strong Information Scent and keep the Internet user there.
When writing sales copy, you also have to present a strong scent for your product. However, if your competitors' ads have the same scent as yours do, your scent will not stand out and your ad will become less effective. In this case, you need to create a different scent (i.e. writing unique copy) so that your ad will stand out from all the other ads. This is even more efficient when your ad is posted beside a bunch of other ads on a site like Google AdWords.
© June, 2007