You might be surprised to know that many people who view your landing page, native ads, emails (online or printed), brochures/follow-up kits, and direct mail piece don’t read all the copy word for word. Instead, they skim—they quickly read only what stands out to them.
We call this type of reader a “skimmer.”
That doesn’t mean that you don’t need to write powerful, effective copy. You still need to persuade the readers who will read every detail of your content…and even notice the typo that everyone else overlooked.
That being said, there are key strategies to keeping the attention of skimmers—and motivating them to make a decision.
Overlook these strategies, and you’ll lose the attention of those who only skim your copy…and see an overall drop in response.
Here are 12 strategies to creating content that is compelling and powerful—enough to catch the attention of even the most hesitant skimmer.
Strategy #1: Headlines
70% of your success rate for a given email, ad or other form of content depends on how compelling your headline is. Powerful, effective headlines are especially critical to pull in the attention of skimmers.
Longer headlines usually outperform shorter headlines. In fact, in one test, headlines that were between 90-99 characters received a 0.43% higher response rate than headlines with less than 90 characters.
Using specific details will also motivate a reader to respond, as well as creating editorial-style copy. Try hot words such as “Now”, “Surprising”, “Save”, “Little Known”, “Secret”, “Shocking” and “Finally”. An effective headline will pull in even the most reluctant skimmer to read more and respond.
Need a better strategy to generate leads? Call us at (615) 933-4647 or email Michael at [email protected] and let’s talk.
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Contact Michael Oppenheimer at 615-933-4647 or email him at [email protected].
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