No matter how gripping your sales copy is, it’s an unfortunate fact that the majority of people will only read the first few lines of it. Does that mean all the effort you poured into the perfect call to action is wasted? Not at all! But in today’s fast-paced world of communication, less really is more.
Taking into account that many people will be reading your copy from a mobile device or skimming after a quick search, it’s worth breaking up larger thoughts into small, mentally-digestible “chunks” for easy, quick scanning.
Begin With the Action in Mind
Many copywriters go about the process in reverse – filling up the valuable top left space with lofty promises no one really cares about and then spend the rest of the page getting to the product or service that’s going to bring the eventual offer.
While this type of approach is great for harnessing your long-term readers, you don’t want to alienate the visitors who are judging your site’s relevance for the first time. Some people, when they’re confronted with a long sales page, will skip right to the bottom to find out the cost, then jump right back up to the top if they feel it’s worth their time (are you nodding your head, too?)
So how do you attract the quick browser and convince them that your page is worth their time while appealing to the more serious reader who’s in it for the “long haul”?
One of the best exercises I’ve ever done to help with this process is to continually ask myself “so what?” Whittle down your copy to the raw benefits that directly engage your readers:
“XYZ company can save you up to $500 on your car insurance by helping you get a free quote online” – So what?
“Put an extra $500 in your pocket today” – Now I’m listening!
You don’t have to forego imagination for the sake of clarity either. There are some products where using the right word can make all the difference while still condensing the overall message – like so:
“XYZ chocolate makes a terrific gift. Order now for great savings and fast shipping” – So what?
“Get sinfully delicious chocolate delivered right to your door.” – I’m interested!
Strategic Chunking Retains Readers
Take a closer look at your pages – especially the very first paragraph. How can you condense and filter your message to attract the casual browser and convince them to stay? Are you making good use of headlines, sub-headlines, photos and captions? Does your call to action really call them to act or is it buried under heaps of text?
Try “chunking” your message and test it on your audience. You may be pleasantly surprised at how many more people stick around to keep reading!