Request Newsletter | Business Online Website | Government Information | Submit Articles and News | Return To Main Page
| |
| |
|
Copywriting Information |
|
|
|
Five Sections of Your Copy Guaranteed To Get Read
Only about 20% of your copy is going to get read. The rest will simply be scanned. I'm sure you've heard the statistic before. It's nothing new. While it might sound frightening or frustrating, it's a fact of copywriting life. So what do you do next? Give up? What difference does it make if only about 20% will be 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 get read. If you know what these are and work to reinforce them, you'll see your conversions increase dramatically whether your copy is geared toward online or offline promotions. HEADLINES Headlines have always been and will always be the most important section in any copy. They are the first thing to get read and have the greatest impact on whether any of the other copy gets read. Those stories you've seen floating around the Internet about marketers who have made minute changes to a headline and tripled their conversion rates are true. It happens all the time. In fact, it's happened to me. Headlines and sub-headlines can guide your visitors to read deeper into your copy. If you set up a structure of progressive headlines (http://www.marketingwords.com/articles/articles_progressheadlines.html), you'll have a better shot getting your point across. Pay a lot of attention to your headline. It's the powerhouse of your copy. CAPTIONS Captions started with newspaper journalists. When they would run a picture with a story, they would add a few words underneath to explain what or who the picture was of. People got into the habit of looking for the captions in order to relate the importance of the image with the information they were receiving. This still holds true. Captions in advertising pieces are highly read. Don't waste the space! FIRST SENTENCES 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 sentences are vitally important in order to get your potential customers interested enough to keep reading. If you create exceptional first sentences, one of two things will happen. One: The prospect will be more likely to continue reading the copy. Two: The first sentences in each paragraph will be enough to convince him/her to buy. FIRST IN BULLETED LIST Just as with the first sentence in each paragraph, people also almost always read the first entry in a bulleted list. If it hits home, they might keep reading. But, knowing that you have their attention for at least one second, always make sure your first bullet point is extremely powerful and enticing. PS's Writing a direct mail or Web sales letter? The PS is another hot spot. Take advantage of this real estate. Repeat offers, remind readers of bonuses, reinforce guarantees or recap limited-time offers. This section is the final pitch before your reader either acts or trashes your copy so make it count. Have you noticed something about these five sections? Why do you think they are virtually guaranteed to get read in any piece of copy? They are unusual. They are limited. They stand out. They are eye-catching. You only have a limited number of headlines and sub-heads in copy. They are almost always offset by bolding or underlining so they easily catch the eye of the reader. Captions only appear when there are images. They do not appear all throughout the copy. First sentences are also rare. Only one sentence in each paragraph can be the first one. This tells the reader to keep going or jump to another section that might be of more interest. First entries in bulleted lists are unusually formatted and catch the eye of the reader. PS's? There's only one, and since it's the last thing on the page, most often, it stands out too. These rare elements give you five guaranteed shots at building curiosity, promoting benefits, generating interest and closing sales. If you haven't done it before, now is the time to review your copy to be sure you're making the most out of these opportunities. © 2005 http://www.copywritingcourse.com Karon Thackston is a veteran copywriting pro who specializes in SEO copy. Learn how to write SEO copy that impresses the engines and your visitors at http://www.copywritingcourse.com. Get more tips on incorporating keyphrases into your copy with Karon's latest e-report "How To Increase Keyword Saturation (Without Destroying the Flow of Your Copy)" at http://www.copywritingcourse.com/keyword.
MORE RESOURCES:
Original content improves on-page SEO so copywriting is also an ... - NewDesignWorld (press release)
Copywriting - Google News |
|
|
|
RELATED ARTICLES
Top 7 Things To Do Before You Hire A Copywriter Now that you've decided to hire a copywriter, how do you go about finding one? Here are seven things to look for to make sure the match is a good one.#1 - Define your expectations. 11 Ways to Get an Editors Attention I worked as a business magazine editor for about 20 years. During that time, thousands of news stories and press releases crossed my desk. Professional Copywriting Services - How to Provide Your Own Just because you're running a small business doesn't mean you have to run an amateur business. People judge the professionalism of a small business by many things including: the quality of the product or service offered; the dress code of the sales people; the location and decor of the business premises and; the quality of their written material. Creative Copywriting? There is a difference between creative writing and copywriting. It took me a while to come to terms with this but it's true, there is a difference. Four Things Every Web Site Headline Must Do As you know, I'm constantly making the point that the text on web sites is not given enough attention. Which is unfortunate, because the headlines on site pages make huge demands on the skills of any writer. A Free Lesson On How To Easily Write Ads That Are Guaranteed To Make You Money COPYWRITINGAfter determining what we are going to sell, the next task is to effectively convey our message.Copywriting is the art of writing words and messages that successfully sell a product or service. Revealed: The $12,500 Copywriting Formula Have you heard of Brian Keith Voiles? Probably not, but if you have eyes you've seen his ad campaigns and you probably even bought products that he created ad campaigns for. Would you like to have the formula he gets paid $12,500 to put into use for Fortune 500 Companies?Well then, today's your lucky day, isn't it? If you follow this formula whenever you write a sales letter or an ad you'll see how well it increases your success. Give Me $1 And Ill Have A Powerful Marketing Weapon One of my most powerful marketing weapons costs me less than $1. I buy it once and it lasts me a lifetime. How To Personalize Your Headlines For Increased Profits! Personalizing your headlines to your target audience can significantly improve your sales response. You can do this by mentioning a person by name, their city, their career field, their job title, or group right in the headline. Magic Words That Sell and What Words to Avoid We all know words are powerful. Whether written or spoken, according to advertising legend David Ogilvy, some of the most persuasive words to use in marketing are:Now Announcing Introducing Revolutionary Offer Quick Easy Compare HurryTry to incorporate these powerful words into your brochures, web content, and however else you communicate with customers. Want to Make More Money as a Freelance Writer? Here are 10 Reasons To Consider Copywriting Looking to chuck that full-time job for a life of full-time writing? Or maybe you've already dumped the day job but aren't quite as busy as you'd like to be. Why not take a closer look at copywriting?Copywriting, also known as business or promotional writing, can do more than put a few extra bucks in your wallet - it can also help you develop as a writer. Freelance Writing As A Career Most people would love to make a living from freelance writing. If you tell people that you are a freelance writer, chances are that they will respond by telling you about their own desire to be a freelance writer. Bullshit Avoid the use of the word Bullshit It is important in this new paradigm of political correctness to tone down the language a bit. In this present period if you use such words like Bullshit, even when you are describing something that definitely is complete and total BS; it makes you look just as bad as what ever you are describing. Its Time To Start That Swipe File Just as great fiction is an art, so is great copywriting. Beneath the art, however, there's a foundation of basic knowledge and skills. To Start Making Cash from Your Online Writing, You Must Draw Blood First Writers write just like painters, paint on canvas. This is one of the reasons why it is important that you launch your writing career by getting some freelance writing work that you can get paid for doing. "Super Adjectives" Boost the Power of Your Copy Pretty or elegant? Good or scrumptious? Nice or delightful? There is power in the adjectives you choose. Just like Clark Kent and Superman or Bruce Wayne and Batman, some adjectives are plain, ordinary, everyday words. A Copywriting Lesson from Dr. Seuss Looking for inspiration for your next marketing communication? Try the children's bookshelf.Dr. Copywriting Businesses - How You Can Get Started Do you have the training and skills needed for copywriting?Are you looking for a way to get your foot in the door?Will you have what it takes to succeed with your copywriting businesses?For many, these three questions drive them day in and day out to become the person that people demand time with. Still for others, the business aspects of copywriting have just been easy to get. 10 Tips for Aspiring Freelance Copywriters Every week I receive a couple of emails from people seeking advice on how to get into freelance copywriting. While there's no simple answer, and no answer which applies to everyone, there are a few tips which I believe will help most people make the move into freelance copywriting, and survive the first few months at least. Working With a Freelance Editor If you are interested in creating information products, you will very likely deal with editors throughout your career. You may need someone to edit a book, review a special report, or tighten up a magazine article.
|
| home | site map |
| © 2006 |
