I had some free-time the other day.
And what did I do with it?
Well, aside from watching pure filth online (make up your own mind as to what that means), I went on the “Warrior” Forum.
Now, if you don’t know what it is, I can’t say you’re missing out on much. It’s an online marketing forum. And, quite frankly, it’s filled with enough BS to stink out a whole country.
For example, someone said “attention” is the be-all-end-all when it comes to writing copy.
And whilst yes, getting your ideal prospect’s attention is key, and is in fact the very first thing you need to do, it’s not enough to get them to buy.
Far from it.
What Exactly Is Attention?
Before we go on, I wanna clear something up.
See, the guy who started this thread used a clickbait headline. He then used a lot of capitalized words to emphasize his point. And he was basically saying that this is how to get someone’s attention.
Thing is, if you drag someone into your copy with a clickbait headline, they’re not gonna stick around. And why should they? You’ve wasted their time. And you’ll leave a bad taste in their mouth.
Instead, you wanna grab your ideal prospect’s attention in a “good” way.
By writing a headline that resonates with them. For example, if your ideal prospect is a middle aged Mum who wants to lose weight, then you could get their attention with a headline saying “How A 40-Year Old Mum From Birmingham Lost 2 Stone Without Ever Feeling Hungry”.
It’s just an example from the top of my head. It’s not great. But it gives you the idea.
Anyway, see how much more powerful this is compared to some shitty little click-bait headline?
As you see, getting your prospect’s attention is vital. If you don’t get it, then they’re not gonna read the rest of your copy. Which sucks – because they won’t buy.
But it has to be “good” attention.
Why Attention Is Not The “Be-All-End-All”
Here’s the thing:
Too many copywriters think that making the sale’s guaranteed as soon as they’ve got their prospect’s attention. And I’m glad there’s a lot of copywriters who think this.
Because I’m a selfish bastard. It means I’ll have less competition. And my copy will stand out like a fart in an elevator.
Though because you’re reading this, I appreciate you. And I want to help. So here’s what you need to focus on after you’ve got your prospect’s attention…
First, you need to make them interested in reading on.
See, you get someone’s attention in your headline. But that attention only lasts a few seconds. If your opening sentence doesn’t whet their lips like Scarlett Johansson does mine, then they’re gonna stop reading.
How do you write a great opening sentence, then?
There’s a few ways.
One of the most simple is to promise your reader information in the paragraphs to come.
A lot of copywriters use an “if/then” opening.
For example, “If you want to learn how to fly to Mars using nothing but your arms and legs as propellers, then this letter will be the most important thing you ever read.”
Next, you have to…
Make Your Prospect Desire Your Product.
In fact, it’s more than that – you have to make him desire the benefits your product will give him. There’s a few ways of doing this. Some of the best are…
* Stating the benefits of your product straight-up.
* Telling stories – either your own story or a customer’s story. Why? Because stories are the best way to get an emotional response from people. And you need to “sell” to people’s emotions before you sell to their logic.
* Put your prospect in the story. In other words, show them all the benefits they get as if they have already achieved them.
* Testimonials. Okay, similar to telling stories about clients. But powerful testimonials are amazing. And offer tons of proof. Which is vital, by the way.
Make Them Want To Take Action
Don’t be a pussy here.
Be bold. Be upfront. Be confident.
How? By TELLING them to buy – don’t simply “ask” for the sale.
I will also say this:
Whack in a guarantee. It’s often what gives the people sitting on the fence about buying, that little nudge over the edge they need.
So is attention the only thing that matters in your copy?
Yes, it’s important. Heck, it’s vital. Remember, if you don’t catch your prospect’s attention straight away, then they’re not even gonna read your copy.
But those people who think getting someone’s attention will get them the sale without any extra work, are wrong.
Completely and utterly wrong.
PS- Another tip when asking for the sale is this:
Tell people exactly what to expect when they click your “buy now” button.
See, even if they’re ready to buy, they still might be a bit skeptical. In the back of their mind, they’re thinking “If I click this button, will it be the point of no return? Will this person somehow take all my credit card details?”
Obviously this isn’t the case.
But it’s your job to reassure your prospect of that.
Anyway, I’ll cover this in more detail in the next week at some point.
Though tomorrow, it will be something else.
See ya then.