Skimming Is Common
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What type of reader are you?
Most people will read the top of your page. You grab peoples' attention
up there. You add content to the bottom of the page. But you're
wondering why.
Getting people to read below the header may sound a bit hard. You hear
the world say that no one has the patience or the attention span to read these
days. And you question if content is at all necessary there. You'll get through
that pondering once you know who is going to read beneath the header.
Many people are spontaneous readers; they read the header and look for
large pictures and icons to click on to navigate their search. But that's not
to say that everyone is like that.
There is another percentage of people who will scroll through your page
looking for pictures of humans and will skim to see if there are positive
testimonials. These readers make decisions based on their emotions.
Yet, there is another group you would like to draw in.
Those are the ones who peruse your content. They analyze and look for
comprehensive material of hard facts, benefits, features, and company
accomplishments. Those are the readers who read through your entire
page. They are more logical decision-makers.
Very much like the analytical reader, there are those who are looking for
benefits and features to base their decision on but are skimmers. They
will go through the page fast and stop to see those.
What one reads, others skip. As long as everyone can find themselves on
the page, you've got a handle on them. Copy that satisfies their questions
and emotions will bring you closer to closing a deal.
Contrary to popular belief, not everyone makes decisions in three seconds. Keep writing.
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“Your graphics are awesome. I love them! Everyone in our company is super stoked!”
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You have the right team of creatives.
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You desire to bring maximum results. You strongly want to increase leads and ultimately, make more money. You want frustration out of the equation. What is keeping that from happening?
You understand the science of graphics. You work so your graphics attract the eye and people can
see themselves and their desires in the graphics. But how do you build brand awareness?
DESIGN SERVICE IS CERTAINLY RECOMMENDED. That's a difficult task to accomplish with graphics
alone, though.
You devise ideas, which is a taxing task. And getting your team on board can be daunting. When
the delivered work is not as promising, you have the right to become frustrated. Hence, I'm
suggesting a copywriter.
Assuming you have dealt with a copywriter, you know not all are equal. To start with, you might
want to research what type of writer they are: AS IN CREATIVE WRITERS, WHO ARE MEANT FOR
BOOKS, OR COPYWRITERS WHO KNOW HOW TO WRITE CONTENT TO MAKE A SALE. You are looking for the latter.
Quite frankly, graphics are copy as well. Graphics that complement the words to generate the desired results are considered copy, too. Besides hiring a writer, you are looking for someone who understands copy.
You should have someone who understands how to take graphics and bring it to life. Give it
a voice. Explain it in words. Your pictures are worth a thousand words. At the same time, you
cannot take away the importance of words.
What you're struggling to solve is control over the results of the ad. That is out of your proximity.
Your copywriter will, in partnership with you, make actions more probable.
The right copywriter can change your company’s reputation. It’s changed millions already.
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If You Think You're Greedy
Possessiveness is super common.
Your reader is holding tightly onto his money.
However, you want the prospect viewing your imagery to hand over that
hard-earned dough. Your visuals are a powerful form of universal language. You
provide immediate understanding and convey ideas with signs, symbols, logos,
illustrations, and images. But imagery has limitations.
There's a hump you need to get over from imagery to money. It's creating a
relationship, putting forth reasoning, giving them confidence in the product, and
creating trust in your company.
You see the effectiveness of your graphics; it is stark, bypassing the need for much
writing. To get the money, though, words will do the work.
With copy, you build a relationship with the reader. You let them know the reasons
why they should switch from their current version to yours; why they should change
from something that pulled them, which is what they are currently using. You
rationalize why not to be nervous to try something new. You inform them about your
company so they can trust you.
You've got what they need. Once they know it, they'll exchange it for their life-sustenance-money.
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Let Me Show You Vs. Go To Iasle Three It Will Be On Your Left
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What do they want from you?
You put out a smashing ad. You're waiting for responses. You're looking out to
answer your prospects' questions. You wish they would make the deal with you.
It's this kind of anticipation and desperation that ruin the ad. In such situations,
advertisers forget about the customers' thought process and head in telling
prospects what to do.
People feel overwhelmed and do not appreciate content that requires them to
do things. A common mistake is opening by asking for action. Prospects get
turned off from reading further and from taking steps. Words like 'make', 'put',
'try', are all words that demand - killing any chance for positive results.
Your prospects like when you do the work for them. When they use your
product/service, they expect it to accomplish or do something in place of their
work. Your marketing should establish an understanding of what your product
or service does. Your prospects want to hear that it will do something for them
physically, emotionally, socially, or in every way.
The last thing they want to do: Is do
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Powered By Character
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Dressed in a suit and tie, but who is he?
You are ready to launch your company! You chose your brand
color and marketing styles and created your business plan. You're ready
to roll. It's time to go out and publicize. Let the whole world know your company
exist. In order for this to happen, there is another one important
component to personify your client's company: Your brand voice.
There's much to be spoken about brand voice. Here's one major point
to consider: which authoritative player do you identify as? Every
company enlightens its audience about something they ought to know.
It's time to figure out what voice type you'll use to get that message
through to your prospects.
You might decide that your company would perform best as someone
who is teaching and informing people in a teacher's voice. You
patiently and respectfully lower yourself to others and explain
and explore how your product/service will be of benefit. You try
to build a connection, relationship, and trust.
Or maybe you see your company performing best using a parental
voice that shows more emotion, empathy, and cautiousness than a
teacher's voice. The parental voice also involves offering multiple
perspectives and reassurance.
When your company is a front-runner in a specific industry, you want
your voice to reflect that status. You confidently let people know
you are indisputable experts in the field; others should follow your
guide and trust their knowledge. You'd opt to use for such authority
'I' or 'We' sentences, rather than the suggested 'You' sentences.
Being consistent with the way you portray your company's voice is as vital
as staying on brand with its colors. And as much head that goes into
your logo, you need to put into the company's voice. Prospects connect to brands
based on how they 'speak'. If the voice is consistent, it brings in a
steady flow of customers.
Your words are what make you who you are.
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If You Only Knew, Your Life Would Get A Lot Better
Does your prospect listen?
In front of your eyes are dancing visions of all the people who would appreciate using
your product/service. You reach out and start your pitch. But often it goes over
their heads, and you may feel like it's a waste of time for you. And you know they will
benefit tremendously if they take advantage of your offer.
Such situations happen most often when your readers don't know the first thing about
your product/service. They might not even be aware of what they are lacking and how
this can help them.
To reach your target audience, knowing where they are in knowledge of their problem
and your company's product specifically is of key importance. Writing for
prospects who are utterly unaware they need a product like yours, means you have to
explain what they are missing.
If your readers are experiencing some kind of discomfort, but are not paying much
attention, you educate them about their issue and make them aware that there is a
solution to the pain. At this point, you expand on all the benefits of the product. Once
they know there is a solution and they search for such products, you fill them in on all
the features of the solution.
Eventually, they'll learn about the unique qualities of your product/service and
your brand. Here you spend time in trust building, such as testimonials, case studies,
and popular companies who used your product/service. Now you may
expect a return, i.e. sales, on the mental energy invested.
People want maximum comfort. You provide. They'll pay.
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Buy Now, Think Later
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Strategies to encourage people to buy right now:
Prospects will be thrilled to have purchased your product. It is guaranteed to
make life easier and better. And this item has features and qualities they need
like no other. Prospects are certain to be happy with their buying choice.
How will you get the prospect to jump on board and purchase your product?
What can you say that will excite him enough for him to take the leap into
the buying process? How can you get him to invest quickly? Is it just the value
or the comfort he is buying into?
Making the purchase should not feel optional
Prospects should feel that they will miss out on something if they do not
purchase your product. One idea would be to let them know that 'everyone'
is buying it; this is the hottest item. It's the fear of missing out and not being
part of that will motivate them to make the purchasing decision.
Another way would be to let them know there are only a certain number of
pieces available/limited customer capacity to enjoy this item. You could also
offer a reduced price for a short period of time. These are powerful ways to
encourage people to think fast and act quickly. Otherwise, someone else will
be the winner of these deals.
Leaving little space for hesitation means a quicker yes to your offer.
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