When you are writing any kind of marketing material, don’t keep your readers waiting to discover your intentions.
Many copywriters make this fatal mistake – writing a long, “cute” introduction without telling the reader the point.
You may tease a reader on the outer envelope or headline of your landing page, but don’t make your prospect read five pages to find out what you’re selling. As a marketer, you’re competing with multiple distractions to drive a sale.
Remember, you have their attention at the opening—so don’t be afraid to “fire your biggest gun” at that point.
Here’s an example of a strong opening:
I’m going to tell you about a natural health product that heals your aches just as well as prescription medications but with no side effects whatsoever. Not even one.
Dozens of online investment newsletters promise great stock tips. But my service does more than promise great tips. It also teaches you the 18 foolproof criteria for identifying great stocks…so you can become your own high-powered Wall Street advisor.
Your prospects will keep reading when they immediately know what’s in it for them. Otherwise, they won’t stay interested. And you won’t make a sale.
If you’d like to talk about how you can create great, response-boosting copy, give me a call at (310)212-5727, or email Caleb at firstname.lastname@example.org.
Here are the rest of this week’s articles:
- Death of Direct Mail?
- Launching a New Product: Surprising Keys to a Super Multimillion Dollar Success Story
- Testing Corner: The Power of a Direct Mail Generated Name