Five sections of your copy guaranteed to be read
Only about 20% of your copy will be read. The rest will simply be scanned. I’m sure you’ve heard the statistic before. It’s nothing new. While it may sound scary or frustrating, it’s a fact of copywriting life. So what do you do next? To drop out? What difference does it make if only about 20% is read anyway?
It makes a world of difference. Especially if you understand that there are some sections of your copy that are practically guaranteed to be read. If you know what they are and work to reinforce them, you’ll see your conversions increase dramatically, whether your copy is geared towards online or offline promotions.
HEADLINES
Headlines have always been and always will be the most important section of any copy. They are the first thing read and have the biggest impact on whether any of the other copies are read. Those stories you’ve seen floating around the internet about sellers making minimal changes to a headline and tripling their conversion rates are true. Happens all the time. In fact, it has happened to me.
Headlines and subheadings can guide your visitors to read deeper into your copy. If you set up a progressive headlines structure (http://www.marketingwords.com/articles/articles_progressheadlines.html), you’ll have a better chance of getting your point across. Pay close attention to your headline. It is the nerve center of your copy.
SUBTITLE
Subtitles started with newspaper reporters. When they posted an image with a story, they would add a few words underneath to explain what or who the image was of. People got used to looking for captions to relate the importance of the image to the information they were receiving. This is still true. The subtitles in advertising pieces are widely read. Don’t waste space!
FIRST PRIZES
When you scan something, an article, a book, a newspaper, a magazine, a website, what do you read? Almost everyone reads the first sentence of each paragraph. These phrases are vitally important for your potential customers to be interested enough to continue reading. If you create exceptional first sentences, one of two things will happen. One: the prospect is more likely to continue reading the copy. Two: The first few sentences of each paragraph will be enough to convince you to buy.
FIRST IN THE LIST WITH CARTOONS
As with the first sentence of each paragraph, people almost always read the first entry in a bulleted list. If you get home, they may continue reading. But, knowing that you have their attention for at least a second, always make sure that your first bullet point is extremely powerful and engaging.
P.S.
Writing a direct mail or web sales letter? The PS is another hot spot. Take advantage of this property. Repeat offers, remind readers of bonuses, reinforce guarantees, or recap limited-time offers. This section is the final pitch before your reader takes action or destroys your copy, so make it count.
Have you noticed anything about these five sections? Why do you think they are virtually guaranteed to be read in any copy? They are unusual. They are limited. They stand out. They are flashy.
You only have a limited number of copy titles and subtitles. They are almost always offset by bold or underlining so that they easily grab the reader’s attention. Subtitles only appear when there are images. They do not appear in the entire copy. The first sentences are also rare. Only one sentence in each paragraph can be the first. This tells the reader to continue or skip to another section that may be of more interest. The first few entries in bulleted lists are unusually formatted and grab the reader’s attention. P.S? There’s only one, and since it’s the last thing on the page, more often than not, it’s also highlighted.
These rare items give you five guaranteed opportunities to build curiosity, drive profit, build interest, and close sales. If you haven’t done so before, now is the time to review your copy to make sure you’re taking full advantage of these opportunities.
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