Effective Copywriting Attention is Critical

 

For any marketer, attention is a prized product. With consumers bombarded with thousands of advertising letters each day, the challenge is how to make your message stand out of the crowd becomes even more serious.

 

Any winning sales letter must achieve two things:

 

1. It must make the prospect read through the whole letter.

 

2. It must prompt the prospect to carry out the desired action.

 

If the marketer failed to achieve Step 1, Step 2 is impossible.

 

Many marketers try to make the envelope very attractive. They know that their battle is half won if they can make the prospect open the letter.

 

For online marketers, there is no prospect of an envelope. Certain webmasters create flash images to attract readers. 

 

Tips to grab attention:

 

1. Quite a few tests have shown that a RED headline gets noticed over any other font color choice. The color red is often related with danger, but it also signifies, “This is significant. Read me!”

 

2. Get rid of anything from the page that doesn’t hold up the sales message or distracts from it. This comprises most animated graphics and intense colors for the page backdrop that contends with the foreground text. Nothing strikes just simple black font alongside a white background. If you can restrain the number of colors used to three or maybe less, this will also help in making the document reader friendly.

 

3. Do not make the text too wide, as it becomes monotonous to read from a single line to the next because too much head and eye movement is required.

 

4. The headline must be catchy and interesting and should jump out at you.

 

5. The format and design of the sales letter should be appealing to read. Suitable highlighting, bolding, bulleting and subheads all make the letter simple to read.

 

6. Make the letter very inviting and appealing.

 

7. The letter should prompt the user to keep reading. You need to go on nudging the prospect to read further.

 

8. Be EXCLUSIVE. If all of the sales letters in your sector look and read identical, then why should a prospect read yours? You can use mascots, humor, cartoons, and so on.

 

9. Focus your message on the reader, not on your organization or product. This is a chief collapse of big businesses who think that everyone should just be familiar with how great their corporations are. But your prospect is essentially inspired by selfish desires. He needs to know what is in it for him.