Newsletter Subject
[DD] The surprising truth about what your copy really competes with
From
copywritematters.com
Email Address
belinda@copywritematters.com
Sent On
Tue, Apr 20, 2021 02:22 PM
Email Preheader Text
Before we get into today's tip, I want to talk about behaviour... Your behaviour... Your customersâ
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Before we get into today's tip, I want to talk about behaviour... Your behaviour... Your customers’ behaviour... My behaviour. We used to sit down and read books in our downtime. Now we ‘consume content’ all the time. We’re constantly reading, listening, searching, subscribing, and sharing and we’re doing it in bed, on the bus, in between appointments; or while we’re working, watching TV or exercising. We’ve become serious multi-taskers (although true multitasking is a fallacy) and we don’t have time to R-E-A-D. No siree. We’re busy-busy-busy. So we scan. I don’t know about you, but when I arrive at a website or blog post, I do a quick scan. Is this what I’m looking for? Will it deliver on the promise? Will it solve my problem? Yes? No. Click. Gone. I have 8-10 tabs open at the same time and I’m looking for reasons to narrow my search. The [Nielsen Norman Group]() tells us that most website visitors decide to stay or go within 10 to 20 seconds. I usually decide in less than 5 seconds—and that’s being generous. This is what your copywriting is up against. It's competing with other businesses, but it's also competing with my phone, my social media, my dog, my kids, my growling belly and the telly. If you want to come out on top your content has to: 1) Offer real value
2) Make sure that value is understood, VERY quickly. Here’s the point: To make sure someone can quickly grasp the value you offer, you need to have scannable content that’s eye-catching and easy to read. That’s where clever formatting can help. Over the next few days I'm going to share some simple ways you can make your copywriting easier to read (especially online). Use subheadings to highlight your points Long, unbroken paragraphs don’t work online. They discourage people from stopping to read. A subheading is a headline for a section. It lets you group subjects together. Subheadings make it easy for readers to jump to the section that interests them—rather than having to wade through paragraph after paragraph to find something of interest. Add a subheading every time you shift ideas or make a new point. If you find yourself with more than three or four paragraphs, think about adding another subheading (or an image). Tomorrow: lists. Good for more than the groceries! Belinda Improve your copy skills and confidence with training and support (and have a giggle with other word nerds) in my free Facebook group: For The Love Of Copy. [Request to join here](=).== Hey, if you want to tap out of the Daily Draft emails (but nothing else), [hit this link](. No hard feelings. If you want out of everything >> [Unsubscribe]( Where am I? A suburban street , Outside of San Francisco, California 95050
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