The Skimming Effect
You know one of the biggest reasons why every sentence must have a very deliberate purpose in your long form sales copy?
Because very rarely do people read a sales letter from the beginning to end.
Most people, even those who buy, only read bits and pieces of your copy.
They scan and skim through it, looking to see if something catches their attention...
...and captures their imagination.
Every statement and question has to sell prospects... individually... and collectively.
That means...
The benefits of your product or service should be evenly woven throughout your copy, so no matter where one of your prospects settles down and starts reading...
...they'll FEEL the impact your solution creates in their lives.
A few tips:
Make sure your headline and sub-headlines really set the tone for the following copy.
A lot of readers just read the headlines (big letters).
If one of those messages (in the headline) really gets them curious, the follow-up copy must grab them by the hand and make them forget about having no real intention of reading the whole page.
Utilize your post scripts for personal and social proof.
I've done this for ALL of my clients so far this year and it's been working out fantastically.
Why?
Well...
A lot of prospects jump from the headline to your P.S.
If one (or all) of your post scripts entice the reader, they'll likely scan back up and find a place to settle into your letter...
...making them much more apt to buy RIGHT NOW!
If you have social proof (e.g. testimonials or reviews), make sure to sprinkle them throughout the copy.
The idea behind ZMOT (i.e. Google's Zero Moment of truth) is that more people buy based upon the reviews that current customers or clients are inspired to give, rather than what you say in your sales copy.
In other words...
One testimonial can be more effective in converting sales than pages and pages of copy.
You can even use testimonials as sub-headlines - as they can really set the tone for your next big idea/message.
Also...
Make sure you spell out the consequences of BOTH owning your product (or participating in your services)...
And...
Failing to take action.
If prospects don't feel like they're leaving something on the table, there's a big chance they won't press the buy button.
So make sure you have consequence (positive and negative) distributed throughout your copy.
It's a good attention grabber.
The point being...
You always have to make sure you're taking advantage of the awareness that most people don't read from beginning to end.
NOT crafting your copy in acknowledgement of this TRUTH will screw you over big time!
Mark Pescetti
P.S. I've not only installed Clicktale coding in my own sales letter (and my client's copy), but I've also used discounts and promotions in-return for customer feedback. This really produced some amazing insights about the reader's various experiences and helped me implement more effective strategies in the copy.
Because very rarely do people read a sales letter from the beginning to end.
Most people, even those who buy, only read bits and pieces of your copy.
They scan and skim through it, looking to see if something catches their attention...
...and captures their imagination.
Every statement and question has to sell prospects... individually... and collectively.
That means...
The benefits of your product or service should be evenly woven throughout your copy, so no matter where one of your prospects settles down and starts reading...
...they'll FEEL the impact your solution creates in their lives.
A few tips:
Make sure your headline and sub-headlines really set the tone for the following copy.
A lot of readers just read the headlines (big letters).
If one of those messages (in the headline) really gets them curious, the follow-up copy must grab them by the hand and make them forget about having no real intention of reading the whole page.
Utilize your post scripts for personal and social proof.
I've done this for ALL of my clients so far this year and it's been working out fantastically.
Why?
Well...
A lot of prospects jump from the headline to your P.S.
If one (or all) of your post scripts entice the reader, they'll likely scan back up and find a place to settle into your letter...
...making them much more apt to buy RIGHT NOW!
If you have social proof (e.g. testimonials or reviews), make sure to sprinkle them throughout the copy.
The idea behind ZMOT (i.e. Google's Zero Moment of truth) is that more people buy based upon the reviews that current customers or clients are inspired to give, rather than what you say in your sales copy.
In other words...
One testimonial can be more effective in converting sales than pages and pages of copy.
You can even use testimonials as sub-headlines - as they can really set the tone for your next big idea/message.
Also...
Make sure you spell out the consequences of BOTH owning your product (or participating in your services)...
And...
Failing to take action.
If prospects don't feel like they're leaving something on the table, there's a big chance they won't press the buy button.
So make sure you have consequence (positive and negative) distributed throughout your copy.
It's a good attention grabber.
The point being...
You always have to make sure you're taking advantage of the awareness that most people don't read from beginning to end.
NOT crafting your copy in acknowledgement of this TRUTH will screw you over big time!
Mark Pescetti
P.S. I've not only installed Clicktale coding in my own sales letter (and my client's copy), but I've also used discounts and promotions in-return for customer feedback. This really produced some amazing insights about the reader's various experiences and helped me implement more effective strategies in the copy.
-
MRMagMark -
Thanks
{{ DiscussionBoard.errors[6362707].message }} -