In today’s digital world, it’s no secret that internet users have a short attention span. Numerous studies have shown that people tend to scan the content they come across, rather than thoroughly read it. If they lose interest within a few seconds, they are likely to click away and never return. So, as a writer, how can you capture the attention of your audience and keep them engaged enough to convey your message effectively? The answer lies in creating scannable copy. To accomplish this, you need to understand the behavior of internet users and implement strategies that appeal to them.
Understanding the average internet surfer’s habits is crucial. On average, a visitor spends only about five seconds on a web page, during which they quickly decide whether or not the content interests them. That means your copy needs to be captivating and compelling right from the start. Additionally, studies have shown that only about 20% of your copy will be read in its entirety, while the rest will be scanned. Although this may seem disheartening, it’s a reality that writers must accept. Instead of getting discouraged, focus on making your copy easily digestible for an impatient audience. By identifying the sections of your copy that are most likely to be read and reinforcing them, you can significantly increase your conversion rates whether you’re promoting online or offline.
Headlines: Making a Great First Impression Headlines are crucial in captivating readers and influencing whether they continue reading or not. A great headline serves as the first impression and can make a significant impact on the success of your copy. As the saying goes, “You never get a second chance to make a first impression.” Therefore, your headline should be attention-grabbing and entice the reader to delve deeper into your content. Many marketers and advertisers have experienced remarkable success by making even minor adjustments to their headlines, resulting in tripled conversion rates. Remember, the headline is the gateway to your copy, so make it count.
Subheads: Guiding the Reader Through Your Copy Subheads play an important role in ensuring that your copy gets read. Even the most dedicated scanners are likely to pause and read the content attached to well-crafted and intriguing subheads. Subheads act as signposts, guiding readers through your content and attracting their attention. Well-crafted subheads break up the text and entice readers to explore the paragraphs that follow.
Regardless of the format you’re writing in, whether it’s an article, a book, a newspaper, a magazine, or a web page, subheads can captivate the reader and keep them engaged. Exceptional subheads can have two positive outcomes: first, they increase the likelihood of the reader continuing to read your copy, and second, when written effectively, they can persuade the reader to make a purchase.
Don’t underestimate the power of well-crafted subheads in guiding your audience through your content.
Bullets: Delivering Information Concisely
Bullet lists are an effective way to attract and retain a reader’s attention. Readers are looking for bite-sized pieces of information that they can quickly and easily digest. In fact, some readers solely focus on scanning for bullet points. Neglecting to use bullets could decrease engagement with your copy. With the knowledge that you only have a few seconds to capture the reader’s attention, ensure that your first bullet point is compelling and enticing. Your list should be concise enough to encourage the reader to read each bullet point, yet long enough to convey all the benefits you want to highlight. Take advantage of bullets to enhance the consumption of your copy.
Testimonials: Adding Credibility and Persuasion Testimonials are highly likely to be read by your audience. They offer an insider’s perspective on what you’re selling, instilling trust and credibility in your brand. There’s nothing more compelling than allowing readers to hear the truth directly from satisfied customers. To make testimonials even more enticing, consider offering them in video format. Seeing and hearing genuine emotions from happy customers can be a powerful weapon in your copywriting arsenal. Incorporate testimonials strategically to boost the persuasiveness of your copy.
PS: Making the Most of the Final Moments
The PS (postscript) section is another valuable space to capitalize on. This piece of real estate provides an opportunity for repeat offers, bonus reminders, guarantees, or one final sales pitch. Since readers tend to pay attention to the PS section, it’s crucial to make it count. Understand your readers’ tendencies and utilize strategies that attract even the most discerning individuals. By focusing on the best tactics for engaging your readers, you’ll develop a solid foundation for copy that grabs attention, keeps readers interested, and generates sales.
The PS section is a last-ditch opportunity to make a final impression and persuade readers. By strategically placing offers, reminders, guarantees, or additional sales pitches in the PS, you can influence readers to act.
In conclusion, writing scannable and engaging copy requires an understanding of your audience’s behavior and implementing effective strategies. Crafting compelling headlines, utilizing subheads, employing bullets, incorporating testimonials, and making use of the PS section can significantly enhance the readability and persuasiveness of your copy. Remember to keep your tone conversational and genuine throughout, ensuring expertise, authoritativeness, and trustworthiness (E-A-T). By following these guidelines, you’ll be well-equipped to outrank your competitors and create copy that captivates and converts.
