Oct
29
2009
If you want to write copywriting that sells, there are many copywriting tips out there that will improve your writing.
Although most of them only increase the response a little, by adding them up you create a synergistic effect - leaving you with a hard hitting piece of copy.
The copywriting tip I’m going to talk about today is one you can use immediately to boost your conversions and make more sales.
Here is one of his great secrets to writing copy that sells…
Writing To Your 3 Types of Readers
When you write a piece of copy, there are actually 3 ways people are going to read it.
They are…
- The “Read Word For Worders”
- The Skimmers
- The Jumpers
If you write for only 1 of them – you’re leaving a lot of sales on the table. You see, since people tend to read things in their own little unique way - if your salesletter is setup in a way not familiar to them…they won't read it.
Let's go through them one by one and I'll explain each reader and how to write to them. And in case you're wondering, this applies to all types of writing (i.e. direct marketing as well as web site copywriting).
The Word For Worders
These are your prospects who will literally take 5-20 minutes to read through every single word on your page. They absolutely need to know all the fine details about the product, what it does for them, how to use it, how much it is, and so on and so forth.
If you don’t explain every single piece of your copy, every detail of every story, and answer their objections that they’ll have – you’re going to lose them. They want to be absolutely certain that they’re making the right decision, so you need to make that decision for them by answering every single thing you possibly can.
The Skimmers
Skimmers are the people who will look at the headline, hardly look at any of the text after it, then keep on truckin’ down the page.
They only look at your copy when you include such attention grabbers as subheads, bullets, bolded words or phrases, italics, underlining, different colors, etc.
They’re also often impulse buyers. They might just look at the page to get a sense of whether or not the product seems right for them - then they'll buy on a whim and simply return it if it's not what they thought they were getting.
Therefore, you need to make sure you give them enough information to be able to skim down the page in a matter of about 30 seconds and know exactly what the benefits are and what the price is.
The Jumpers
The jumpers are kind of a hybrid between word for worders and skimmers. They’ll skim the page until something grabs their attention. Then, they'll jump into the copy until they're no longer interested in the topic you're writing about, and continue the process over and over again.
I’m personally a jumper. I'll look quickly at a headline and begin to read the opening paragraph. If I have even a slight interest in thinking I'll need or want the product- I skim the page until something grabs my attention.
If nothing does – good riddance!
Writing to these people requires a lot of interaction with the reader.
Maybe a little quiz giving you results, possibly asking a few questions, etc.
The key is that you need there to be a lot of attention-grabbers that will reel them in and hopefully land you a catch…
No matter how you write like now, on your next assignment try and write for all 3 people. At the very least, it will get you thinking creatively which may lead to some huge breakthroughs in your copy.
Just this one copywriting tip alone should increase your conversions and make you more money.
Tags: copywriting tips
