Attention.

by 40 replies
The one word copy writing formula.

Attention.

You can make a lot of money writing if you can get and hold your reader's attention.

Go ahead, read the 101 books, spend thousands on courses, and waste years of time trying to perfect your copywriting skills. But, if you are a newb.

If you want to grow fast, make money sooner rather than later, if you want to accelerate your success:

Write the word, ATTENTION on a piece of paper and stick it on your screen.

Then, for a week, NOTE what gets your attention.

What holds it through to a transaction?

Every book on copywriting, every course, every guru formula is all about getting and holding attention through an action you planned on.

So, in order to gain attention, you need to know;

WHERE? Where exactly will you be making your attempt to influence?
WHEN? At what time, what day, what hour?

The first thing you do as a copywriter is to match your product to a target.

There is a person out there who will buy what you have, your job is to find that person. You know (from your studies of behavior, psychology and copywriting courses) this person needs to be INTERRUPTED

with an important message. An alert. Yesterday my phone went off at 5:50 AM with a tornado warning, and sirens began blasting throughout my city.

That grabbed my immediate attention, and I took action.

Your copy should have a similar impact on your reader.

GET ATTENTION. Hold their attention. The second you lose their attention, is the second you lose the sale. WRITE with the thought that every word, every sentence you put down has to serve this one purpose...

to KEEP their attention. And HOW do you do that?

Wake em out of a sound sleep with a life threatening ALERT. (Metaphor)

My phone gave me an UNTIL time, 6:30 AM then the danger will have passed. The danger your target faces is; loss.

NOW begin to apply the one word writing formula to your copy, and see some instant results.

GordonJ
#copywriting #attention
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  • Profile picture of the author ewenmack
    WARNING

    Has been a good headline starter for me.

    Do it to re-set the buying criteria when speaking
    to a buyer in the market who hasn't decided who to buy from.

    WARNING: Don't Buy [x]

    What, don't buy...huh?

    Is the total opposite to everyone essentially saying "buy my stuff"

    Continue's to hold attention.

    WARNING: Don't Buy [x] Until You Get Answers To These 5 Questions

    Now we are directing where we want attention to go.

    This fits nicely nicely with a buyer's decision-making process.

    They seek out options, therefore this sets up you, the advertiser,
    as the most helpful because you are bringing to their attention
    things they may not have considered, the cost and implications
    of getting the decision wrong.

    Anyway, this is beyond the subject of ATTENTION.
    Another attention device I've used to great effect
    was a blown up image of a dust mite crawling over a postcard.

    Creepy-crawlies guarantee attention with women!

    It would be interesting to hear what others use to grab attention.

    Best,
    Ewen
  • Profile picture of the author Jonathan 2.0
    Nice post. : ) However attention alone is not enough.- You have to "convert" that attention. (As the AIDA formula goes: "Attention, Interest, Desire, Action.")

    Jonathan
    • Profile picture of the author GordonJ
      Originally Posted by Jonathan 2.0 View Post

      Nice post. : ) However attention alone is not enough.- You have to "convert" that attention. (As the AIDA formula goes: "Attention, Interest, Desire, Action.")

      Jonathan
      I stated:

      You can make a lot of money writing if can get and hold your reader's attention.

      There is no clear cut demarcation between these ideas. If you can't hold their attention you never get to IDA.

      I chose this definition of Attention from Dictionary.com :
      a concentration of the mind on a single object or thought, especially one preferentially selected from a complex, with a view to limiting or clarifying receptivity by narrowing the range of stimuli.

      Because it is the most accurate of what a copywriter needs to do.

      My premise is/was. You lose the prospect the second you lose their attention. IF you use formulas or checklists then by all means cover your bases and check off your transition points, which eye tracking and heat map studies have shown to be exit ramps on the attentionOmeter.

      NO, you don't need to convert it to any of those things, Desire oft comes with the problem, same with Interest...if you don't have these in whatever attention getting device you are using, you weaken your promotion OR you haven't chosen your target very well.

      GordonJ
  • Profile picture of the author Gary Chapple
    Mmmm interesting, yes I get ATTENTION, that's the headline dealt with, yes I get attention throughout the product but surely that require polished writing skills, in a specialisation, with an awareness of user experience (attention got it), but at the end of the day it's marketing awareness that's going to bring the bacon home.
    • Profile picture of the author GordonJ
      Originally Posted by Gary Chapple View Post

      Mmmm interesting, yes I get ATTENTION, that's the headline dealt with, yes I get attention throughout the product but surely that require polished writing skills, in a specialisation, with an awareness of user experience (attention got it), but at the end of the day it's marketing awareness that's going to bring the bacon home.
      What does this mean? Marketing awareness of what?
      Keeping attention requires little to no writing skills in some cases, graphics and pics do the talking. Billboards work on this premise, very short attention given to them, so the words are oft less important than the graphic.

      As for requiring writing skills of a specialized nature with awareness of the USER (reader/viewer/listener) ... isn't that a copy writer's job to begin with?

      I have no idea of what you mean by "marketing awareness".

      GordonJ
  • Profile picture of the author RickDuris
    ANYBODY can get attention these days.

    (Check out the new one-hit-wonder the "Cash Me Ouside" Girl as an example.)

    It's KEEPING a market's attention that counts, in my humble opinion.

    I defer to others, but what I've seen work are not big bang launches, but marketing tests, soft launches and beta releases.

    Ramp up slowly and let the market promote you because of your quality.

    It's leverage at its best.

    Because we all know online, interuptive advertising is dead.
    • Profile picture of the author GordonJ
      Originally Posted by RickDuris View Post

      ANYBODY can get attention these days.

      (Check out the new one-hit-wonder the "Cash Me Ouside" Girl as an example.)

      It's KEEPING a market's attention that counts, in my humble opinion.

      I defer to others, but what I've seen work are not big bang launches, but marketing tests, soft launches and beta releases.

      Ramp up slowly and let the market promote you because of your quality.

      It's leverage at its best.

      Because we all know online, interuptive advertising is dead.
      Can't argue Rick, because I said the same thing.

      Get and HOLD attention. AND lets get away from MARKET for a minute to TARGET (a PERSON)

      Sure, happy satisfied customers all always great to have.

      Mostly, copywriters are addressing a person within a niche or market. In fact, many teachers and copy gurus instruct their mentees with the suggestion to write your promotion to a single person, and yea, of course there are always exceptions.

      The answer to the long vs short copy argument, almost always comes down to keeping attention. Get boring, go down tangents, lose focus, and BAM they're gone.

      So, within the context of a post in a copywriting forum, and with so many newbs and wannabees being nothing more than PARROTHEADS, reciting some formula in a book or something...how about some thoughtful consideration of what copy does.

      Effective copy, copy that converts, copy that works, copy we get paid to write...must not only GET attention but HOLD IT TOO. NO?

      GordonJ
  • Profile picture of the author Alex Cohen
    You can get a prospect to read and understand every word you've written... but if he doesn't believe you, there will be no sale.

    Attention without believability is worthless.

    Alex
    • Profile picture of the author GordonJ
      Originally Posted by Alex Cohen View Post

      You can get a prospect to read and understand every word you've written... but if he doesn't believe you, there will be no sale.

      Attention without believability is worthless.

      Alex
      Yea? Then there has been a mismatch or disconnect between the writer and the target. I can't fathom a copywriter who doesn't know and understand the importance of believability.

      Who teaches to write to get attention without it? You?

      But even then, it could fall to the reader. Just cause I don't believe a certain ad, doesn't mean others won't and it could be a big success for some.

      What is your point Alex?

      GordonJ
    • Profile picture of the author Jonathan 2.0
      Originally Posted by Alex Cohen View Post

      Attention without believability is worthless.
      Exactly. Thanks Alex. There's more to the Art and Science of Copywriting than just "attention."

      Jonathan
  • Profile picture of the author Best Seller
    Originally Posted by GordonJ View Post

    The one word copy writing formula.

    Attention.

    You can make a lot of money writing if you can get and hold your reader's attention.

    Go ahead, read the 101 books, spend thousands on courses, and waste years of time trying to perfect your copywriting skills. But, if you are a newb.

    If you want to grow fast, make money sooner rather than later, if you want to accelerate your success:

    Write the word, ATTENTION on a piece of paper and stick it on your screen.

    Then, for a week, NOTE what gets your attention.

    What holds it through to a transaction?

    Every book on copywriting, every course, every guru formula is all about getting and holding attention through an action you planned on.

    So, in order to gain attention, you need to know;

    WHERE? Where exactly will you be making your attempt to influence?
    WHEN? At what time, what day, what hour?

    The first thing you do as a copywriter is to match your product to a target.

    There is a person out there who will buy what you have, your job is to find that person. You know (from your studies of behavior, psychology and copywriting courses) this person needs to be INTERRUPTED

    with an important message. An alert. Yesterday my phone went off at 5:50 AM with a tornado warning, and sirens began blasting throughout my city.

    That grabbed my immediate attention, and I took action.

    Your copy should have a similar impact on your reader.

    GET ATTENTION. Hold their attention. The second you lose their attention, is the second you lose the sale. WRITE with the thought that every word, every sentence you put down has to serve this one purpose...

    to KEEP their attention. And HOW do you do that?

    Wake em out of a sound sleep with a life threatening ALERT. (Metaphor)

    My phone gave me an UNTIL time, 6:30 AM then the danger will have passed. The danger your target faces is; loss.

    NOW begin to apply the one word writing formula to your copy, and see some instant results.

    GordonJ
    ATTENTION is a great call to action: Ask for the Sale by Including a "Call to Action" in Your Marketing Materials
  • Profile picture of the author RickDuris
    The points here everyone is making are near brilliant.

    Simply amazing.

    Distinguishing between getting and keeping.

    The relationship between attention and trust.

    The subtle difference between attention, interest and curiosity.

    One could put together a very helpful program or blog post.
    • Profile picture of the author GordonJ
      Originally Posted by RickDuris View Post

      The points here everyone is making are near brilliant.

      Simply amazing.

      Distinguishing between getting and keeping.

      The relationship between attention and trust.

      The subtle difference between attention, interest and curiosity.

      One could put together a very helpful program or blog post.
      WARNING, this may be mostly rant, but hope to give a couple of keepers.

      First, I am not a freelance copywriter, never have been, never called myself one. I have written a fair amount of copy, and for the most part businesses came to me and asked me to write copy.

      I have a long history of being ANTI Copywriting as a Biz-OP. But things have changed. Let some stats tell a story:

      Warrior Forum 1,219,002 members as of today, at this time.
      FACEBOOK groups:
      Cult of Copy: 25,208 members
      Traffic and Copy : 21,206 members
      Gary Halbert Copy Club 5690
      Dan Kennedy Students 3443

      These are just FACEBOOK groups and you can find scores of blogs on the subject too.

      The interest in Internet Marketing continues to explode world wide. One of the first "universal premises" of IM is: you have to learn how to sell, which translates into:

      copywriting is very important. And, of course, it IS a commodity, which can be cheaply (relatively) bought.

      But it has been expertly sold as an easy to begin BUSINESS OPPORTUNITY if you can string a few coherent sentences together. When I visited AWAI headquarters a few years ago, I left unimpressed with their content, however, I did marvel at their growth by guru marketing method.

      LONG ago, Writer's Digest was one of the two big playas in selling tools to writers. Or maybe better put: selling DREAMS to writers. AWAI has done a fantastic job with that.

      OK, OK...today, AWAI is one of scores of copywriting HOW TO sources, we see by the sticky above, one can invest years and tens of thousands of dollars into their copywriting education.

      Usually, the choice of guru (teacher) comes from first resonating contact. If you stumble across Halbert first, and his teachings strike a chord, you become a devotee and a customer, and he is one of maybe 30 guys who can offer you a course of instruction.

      The PROBLEM is: too many gurus, too much anecdotal success, and not much in the way of cold, hard facts. The industry has come down to:

      do what I did, you get the same results I got.

      Biggest myth in all of self-help, self improvement and in mentoring or education is the
      "FORMULA"
      method.

      MLM and Network marketing is built on this misconception.

      Before I run out of characters, take note of a post made today at the Cult of Copy Group on Facebook, it clearly summarizes where this industry is today:

      TWO GROUPS.
      1) You can make a lot of money without all the copywriting knowledge and HOW TO
      2) TRADITIONAL or old school, and

      both groups have stuff to sell you.

      The choice you make is right for you.

      AS you can see by this post, the idea of a one word "formula" gets traditionalists' panties in a knot, as they fight to maintain their position that copywriting is mysterious and like the night "full of terrors" if you don't follow old and oft long dead gurus.

      It comes down to what you want.

      What do you want? If you want to make money writing copy, fastest way is for your own products, and if you want a grind, then go find other people to pay you.

      If you want to be able to spout off rules and formulas, and quote self elevated gurus, then by all means, do what you want to do.

      My background is numbers and results. When I did accept writing assignments, for direct response copy, I always had a piece of the action, and I never had to solicit anyone for a job. 0

      Get results from your writing, word gets around.

      GordonJ

      PS. Probably more of a ramble than a rant, eh?
  • Profile picture of the author Mdshohidulislamrobin
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  • Profile picture of the author DavePipitone
    Thanks GordonJ for this short article on attention!

    I just started reading Robert Cialdini's book on Pre-Suasion and focused attention is such a big part of pre-suading someone to take action.

    You're right on!
  • Profile picture of the author aborsuk2
    Hence also the use of sub heads to keep readers attention through the journey of your copy. Just like writing a story, you want to win the reader over to warm them. Really good post, brings back the focus of copy for me thanks.
  • Profile picture of the author mavricks
    Fear is a great sales tactic. Great article
  • Profile picture of the author MortonHill
    This post is very well-written. Very clear. I will keep the good advice in mind.
  • Profile picture of the author timexer
    That's an inspiring post! Thanks!
  • Profile picture of the author ladyboss
    Ths is very interesting! I like the idea. Reminds me to use the word Fire instead of help in serious situations to get the attention and help needed. For some reason, people cringe and don't take action when they hear someone yelling Help. Ironincally, when someone yells Fire, people react.

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