As copywriters, we know about the importance of GRIPPING our visitor's attention right away, and NOT LETTING GO of that grip until they've whipped out their credit card and are itching to get the product.
But I'd say there's something even MORE important (or at least AS important) as getting their attention, because, by virtue of them being on your page in the first place, you usually HAVE their attention already... at least, for a short time.
But the moment they hit your page, there's a question they DON'T have the answer to, right away... which they want, above all else.
That question is...
"Is this RELEVANT?"
I'd suggest that is the FIRST thing your copy needs to do - answer THIS question in their mind! (Or at least, if not the first thing, then very, very quickly!)
Think about it. Let's say someone is searching for "dog pooping examples" in Google, and your page happens to come up third. (I hear this is a steaming hot niche, by the way )
That person will scan the Google listing, and if they think your page is relevant to them, they will click the link to determine if it IS, or not.
The first thing they want to know when they hit your page is, "Is this RELEVANT?"
If you don't answer this question for them, they could well press the "Back" button in their browser, and continue to the next search result, to find a site that IS relevant to their "dog pooping examples" query.
Even if they're clicking from an advert, or an affiliate link, the question still applies. True, you might have more curiosity and intrigue (assuming your ad HAS aroused their curiosity), but in the back of their minds, I'm willing to bet they're still asking, "Is this RELEVANT to me?"
So my question is, how do you answer that question for the reader?
Personally, I like to include a pre-headline, that makes it clear to my target audience that they're in the right place, and what's to come is RELEVANT to them, ie.
If you're a writer, ghostwriter, copywriter or article writer...
... or something like that. So how do YOU do it? Do you believe that answering the question is the most important thing, or not? Is it more, the same, or less important than getting their attention? (Don't we already have their attention for the first few seconds, anyway?)
I'm asking because I'm hoping to write a blog post at CopySnips about this, so I thought I'd get some Warrior copywriting input beforehand.