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Skimming Is Common

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.

Your graphics are awesome. I love them! Everyone in our company is super stoked!”

You have the right team of creatives.

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 



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.


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.

Let Me Show You Vs. Go To Iasle Three It Will Be On Your Left

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

Powered By Character

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.

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.

Buy Now, Think Later

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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