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copywriting :: Internet Marketing :: Copywriting
Getting Looked Over, Without Getting Overlooked: Writing for Scanners and Skimmers
You should be able to find several
indispensable facts about marketing and sales letters in the following
paragraphs. If there's at least one fact you didn't know before,
imagine the difference it might make.
* Scanning and Skimming Practices *
Whether you're writing e-mail messages or Web site sales letters, you need to know how to hold the attention of different types of readers. Even the readers that don't actually "read."
Most readers will either scan, skim, or both, especially when
reading online or when reading long pieces. Optimizing the writing on
your site for those who scan and those who skim isn't extremely
difficult, but it does require an attention to detail.
First, let's take a look at what these terms mean.
Scanning--involves looking for particular elements, such as
headlines, subheadings, and text that is highlighted, bold-faced, or
otherwise emphasized. Scanners read only the elements that "stick out,"
their eyes moving from one attention-grabbing word or phrase to
another.
Skimming--involves looking over the entire page but only
superficially, like a speed-reader. Skimmers may see the same elements
that scanners do, but they don't focus that much on anything specific
for very long. They glance over all of it, just trying to get the basic
idea.
Most readers do a combination of scanning and skimming. They might
scan a page and find a headline that grabs their attention, then skim
the paragraph beneath it. Only when they find something really
interesting will they go back and read.
Sometimes, the information in the various headings and emphasized
text is all the information a visitor needs. In fact, a visitor to a
consumer sales site should conceivably be able to make their entire
buying decision based solely on the headlines and emphasized text.
It's important to note that scanning and skimming isn't something
that was created by the Web. (It just seems like it sometimes.)
Audiences have been skimming newspaper headlines and flipping through
TV channels for quite some time now.
* 6 Steps for Writing for Scanners and Skimmers *
In the Information Overload Age, consumers have grown tired of sales hype and marketing
fluff. They're already predisposed to skimming and scanning. Short
attention spans and a high level of skepticism are becoming a part of
their nature.
But all is not lost. Optimizing for scanners and skimmers (and
turning them into readers) isn't easy, but you can do it if you take a
steady approach and revise carefully. Here's an example of how you can
do it:
Step 1) Write out the main points of your sales argument (which
some will call a sales "pitch," but since I want to persuade rather
than "pitch," I look at this process as a kind of debate...hence, a
sales argument.) These main points will be your subheadings. List them
as a skeleton outline for your piece, and leave space beneath each.
Step 2) Below each main point, write down the main words and phrases associated with each point in your argument.
Step 3) Start writing the body of the piece. Here, you'll explain
everything in full detail. People who read the body of your message
want details, so you should provide all the relevant information that
you can imagine a potential customer might want to read.
Step 4) Take the words and phrases you generated in Step 2 and
thread them throughout the body of the message. Make sure they work
within the context of the paragraphs (in other words, don't just throw
them in anywhere.) Use bold-facing, italics, underlining, or highlights
to draw attention to these words or phrases. (Just don't go
overboard... too much emphasis can come off as "salesy", and you'll
need to only use as much emphasized text as you think your audience
will deem credible. An ad for a luxury car won't use as much emphasized
text as a sales letter for the latest mail-order kitchen gizmo.)
Step 5) Look at all you've written and come up with a headline that
ties it all together with a strong, unique benefit. The headline should
generate curiosity and target a specific audience. Statistics and
testimonials generally make strong headlines by getting attention and
establishing credibility, which is important for making a connection
with your target audience.
Step 6) At this point, you've written your first draft. As you read
back through what you have, ask yourself a few questions: Does my
headline lead logically to my subheads? Do my subheads lead logically
to the emphasized text? Does the emphasized text fit logically into the
context of the body? Most importantly, can a visitor make a buying
decision based solely on the headings and emphasized text?
Sometimes, you'll find that certain elements no longer fit the
original argument. Your approach may change. That's okay. Revise until
everything flows together and makes sense during the first reading.
Never be afraid to go back and rewrite. Always use the strongest
material, even if that means deleting half of what you've already
written. It's the only way to get your best work.
The truth is, most readers won't make it to the body of your
message. That's okay--don't expect them to. Not all of them will be
right for your offer.
You need be able to get your points across with good headlines,
subheadings, and emphasized text. If you can do that, you won't have to
be afraid of how--or whether--your visitors actually read the entire
page.
About The Author
Matthew Cobb is an independent copywriter. Visit www.cobbwriting.com to learn more about his freelance copywriting services or to sign up for his monthly e-publication, The Copy and content Clinic.
Knowing enough about marketing and sales letters to
make solid, informed choices cuts down on the fear factor. If you apply
what you've just learned about marketing and sales letters, you should
have nothing to worry about.
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