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Five Sections of Your Copy Guaranteed To Get Read

Author : Karon Thackston

by Karon Thackston © 2005 http://www.copywritingcourse.com

Only about 20% of your copy is going to get read. The rest will
simply be scanned. I'm sure you've heard the statistic before.
It's nothing new. While it might sound frightening or
frustrating, it's a fact of copywriting life. So what do you do
next? Give up? What difference does it make if only about 20%
will be read anyway?

It makes a world of difference. Especially if you understand
that there are some sections of your copy that are practically
guaranteed to get read. If you know what these are and work to
reinforce them, you'll see your conversions increase
dramatically whether your copy is geared toward online or
offline promotions.

HEADLINES

Headlines have always been and will always be the most important
section in any copy. They are the first thing to get read and
have the greatest impact on whether any of the other copy gets
read. Those stories you've seen floating around the Internet
about marketers who have made minute changes to a headline and
tripled their conversion rates are true. It happens all the
time. In fact, it's happened to me.

Headlines and sub-headlines can guide your visitors to read
deeper into your copy. If you set up a structure of progressive
headlines
(http://www.marketingwords.com/articles/articles_progressheadline
s.html), you'll have a better shot getting your point across.
Pay a lot of attention to your headline. It's the powerhouse of
your copy.

CAPTIONS

Captions started with newspaper journalists. When they would run
a picture with a story, they would add a few words underneath to
explain what or who the picture was of. People got into the
habit of looking for the captions in order to relate the
importance of the image with the information they were
receiving. This still holds true. Captions in advertising pieces
are highly read. Don't waste the space!

FIRST SENTENCES

When you scan something -- an article, a book, a newspaper, a
magazine, a website -- what do you read? Almost everyone reads
the first sentence of each paragraph. These sentences are
vitally important in order to get your potential customers
interested enough to keep reading. If you create exceptional
first sentences, one of two things will happen. One: The
prospect will be more likely to continue reading the copy. Two:
The first sentences in each paragraph will be enough to convince
him/her to buy.

FIRST IN BULLETED LIST

Just as with the first sentence in each paragraph, people also
almost always read the first entry in a bulleted list. If it
hits home, they might keep reading. But, knowing that you have
their attention for at least one second, always make sure your
first bullet point is extremely powerful and enticing.

PS's

Writing a direct mail or Web sales letter? The PS is another hot
spot. Take advantage of this real estate. Repeat offers, remind
readers of bonuses, reinforce guarantees or recap limited-time
offers. This section is the final pitch before your reader
either acts or trashes your copy so make it count.

Have you noticed something about these five sections? Why do you
think they are virtually guaranteed to get read in any piece of
copy? They are unusual. They are limited. They stand out. They
are eye-catching.

You only have a limited number of headlines and sub-heads in
copy. They are almost always offset by bolding or underlining so
they easily catch the eye of the reader. Captions only appear
when there are images. They do not appear all throughout the
copy. First sentences are also rare. Only one sentence in each
paragraph can be the first one. This tells the reader to keep
going or jump to another section that might be of more interest.
First entries in bulleted lists are unusually formatted and
catch the eye of the reader. PS's? There's only one, and since
it's the last thing on the page, most often, it stands out too.

These rare elements give you five guaranteed shots at building
curiosity, promoting benefits, generating interest and closing
sales. If you haven't done it before, now is the time to review
your copy to be sure you're making the most out of these
opportunities.


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