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By CopyPress on 25 October 2011 @ 12:48 PM.
Tags: copywriting, seo copywriting, copywriting tips.
Copywriting works like the age-old "If a tree falls in the forest..." philosophy. If you've written beautiful, "stand-out copy but no one is around to read it... Why bother writing it?
Before you craft your pitch or develop your USPAn acronym for 'unique selling point'.
, before you launch into your benefits and your facts, before you start selling anything, you've got to grab your readers' attention. Easier said than done: once you've grabbed it, now you've got to keep it.
Here are five copywriting tips to help you grab and keep your audience's attention.
1. Make Your Reader an Offer They Can't Refuse
Your headline is your initial offer. Before your readers learn what you can offer them, they first have to learn why they should read your copy. You're competing for readers' attention - they have no incentive to read anything you write unless you tell them what's in it for the reader.
Your headline should make a strong promise: here's what you'll gain from reading this.
Image Credit: fs999
2. Offer, Don't Sell
Your headline should offer the reader something they want or need. Your copy should do the same. Copywriters who focus on selling tend to come across as pushy and one-sided: I have this product and you should buy it.
Copywriters who focus on the offer tend to be much more customer-focused: You have a problem. I understand your need and I'm offering something that solves that problem.
First, figure out why the reader needs whatever you're selling. What problem can you solve? Offer that solution to the reader instead of pushing your product. If you're not focusing on the reader, your copy will fail.
3. Back Up That Offer With Real Data
No one likes to listen to empty promises. Establish your authority and credibility by bringing real information to the table: real-life examples, statistics, credible sources, etc. However, remember that this data has to serve a concrete purpose within your main point-- inserting a random statistic into your writing accomplishes nothing for you or your reader.
4. Make Each Segment Lead and Compel
Each segment within your overall copy should serve its own purpose: introducing the problem, describing your services, providing real-life examples, etc.
This is especially important in SEOAn acronym for 'search engine optimisation', the series of processes used to improve your ranking in search engines and drive more web traffic to your website organically.
copywriting; if web readers see a giant wall of text, they'll flee your page without bothering to read anything you say. Divide your arguments into bite-size pieces to avoid intimidating your readers; CopyPress, for example, recommends having less than 40 words per paragraph.
However, each segment also must lead your reader to the next segment and compel them to keep reading. Flow is essential: if you lose your readers' attention, they have no incentive to keep reading.
5. Bring It All Back to Your Initial Offer
Your conclusion is just as important as your initial offer. Wrap up your main ideas and end with a call to action. They've read your offer; now it's time give your readers a way to take you up on it.
Remember Your Reader Before All Else
All these tips can be summed up in a simple sentiment: write for your reader, not what you're selling. What are your readers looking for? Why have they landed on your page? If you're meeting their needs and writing with your readers in mind, you'll have no trouble keeping their attention.
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