Authors note: Throughout my teachings I use the terms “client” and “customer” interchangeably. I also use the pronouns “he” and “she” interchangeably, and also the words “product” and “service”. So whichever word I write on the page just know it represents both.
In this session we’re going to talk about keeping your audience engaged with your copy.
And a lot of it has to do with the structure and flow of our copy, and how it relates to the readability of our writing.
We all know the importance of an attention-grabbing headline, and we understand that it needs to call out our ideal audience and pull them into our copy.
Now we’re going to look at how to keep things flowing beyond the headline so our writing not only communicates with ease, but so each element of our copy keeps the reader engaged right through to the conclusion.
First, let’s start with some guidelines. And then we’ll go deeper into each one…
Rule #1 – Stay focused on your audience
First and foremost, always focus on the reader and what’s in it for them.
If you want your reader to stay engaged with your copy, then we need to make sure they know exactly why they should care. And one thing that nearly everyone cares about is… themselves.
In sales copy make a big bold promise early on (with your headline and your lede) that tells the reader what’s in it for them and why they should care. Then make sure you give them a reason to stay with you.
And the best reason is because they feel they’re getting something in exchange for their time, and money.
One of the easiest and most obvious ways to make sure your copy is focusing on the reader, is a simple method I have my students do when they evaluate copy. The only criteria for this skill is you must be able to count.
I can almost hear you asking… “what does counting have to do with writing persuasive copy”?
Well, you’re about to find out…