Writing copy for short attention spans
An unfortunate fact when writing a sales copy is that no matter how good the copy is, majority of people tend to read only its first few lines. Does this mean that all the time and effort you put in creating the perfect call to action is gone down the drain? Not really.
However, it is important to understand that in today’s fast-paced world, less is in fact more.
Most people will be reading your sales copy from a mobile device or simply skimping after a quick search and it is useful if you break up your larger thoughts into mentally-digestible, small bits for quick and easy scanning.
Start with the action
When making a copy, most copywriters start the process in reverse i.e. fill the valuable space with unwanted stuff that nobody really cares about and then use the rest of the page to bring the offer on the service or product.
While this approach may be great of connecting to long-term readers, you surely do not want to distance the first-time visitors to your site. Most times, when people are confronted with a long sales page tend to skip to the bottom to find the cost and only then, jump to the top to check if they are going to get their money’s worth.
Strategic placing can retain readers
If you are unsuccessful in attracting and retaining reader, then its time to take a closer look at the pages on your site, particularly the first paragraph. Check to see if you are making good use of captions, headlines, photos, sub-headlines and if you call of action is standing out or buried in a heap of meaningless words.
By the strategic placement of your message, you may be surprised to see the turnaround in the number of readers sticking around.
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