| |
| |
|
Marketing Information |
|
|
|
Turning The Casual Scanner Into A Buyer
The world is full of scanners. Most people simply scan the page to see if anything piques their interest, rather than reading the ads, sales letters, or web copy. That's why you should ensure that your copy is scanner friendly. That means placing headlines, subheads, and other devices throughout your copy that's compelling enough to sell your customers on your business.
How can you turn the casual scanner into an active reader? More importantly, how can we turn a scanner into a buyer? First, ensure that your headlines can stand alone, without the support of other sentences. For most, that means getting rid of those one-word headlines. Headlines should include the benefit of your offering, evoke curiosity, or compel the scanner to read the main copy.
Don't forget the subheads. They also should be compelling, preferably complementing the headline, giving enough power to nudge your reader from scanning to reading mode. Keep in mind good subheads support the main promise of your copy. If your headline, for example, promises to help your customers lose weight, your subheads could briefly explain that your product is clinically proven or has a secret ingredient. Subheads are also a great place to introduce your offers.
Another way to be a scanner's friend is to use short paragraphs. Rule of thumb: Keep paragraphs between 3 to 5 sentences. If you must use a long sentence, place a short snappy paragraph after it.
The most popular way to generate interest: Use underlines, boldface, highlights, and italics throughout your copy, carefully. Too much can leave your customers overwhelmed and likely to stop scanning and move on. When using these tools remember, the purpose is to emphasize certain points.
Some ideas on what you should highlight in your copy: * Call-to-actions phrases, like buy now, subscribe here, or receive your special offer today. * Contact information, including toll-free numbers, emails, and web-sites. * Major benefits supporting the promise of your copy * Your rates and fees and how they compete * Your business or product's name.
Adding a second color to your copy boosts retention and readability. Especially, when using a medium that's typically black and white like newspapers. What colors are best? Typically, the most used and most effective colors are red and blue. Try placing offers or premiums in different colors to emphasize and pull your customers in.
P.S. Don't forget the P.S. An important aspect, most readers read the end, first. It's a great spot to recap your offer and restate your benefits. This may also be a good spot to add a bonus, premium, or guarantee Vanessa Selene Williams is an independent writer who writes for businesses. To learn more about her and her services visit her online at http://corp.vswilliams.com or email her at info@vswilliams.com.
MORE RESOURCES:
Marketing - Google News |
|
|
|
RELATED ARTICLES
How to Use Your Newsletter to Research Your Market A few decades ago, in the early days of automatic banking terminals, the management at Citibank made a somewhat reluctant decision to introduce automatic tellers. They were anxious to cut costs, but they assumed that customers would rather deal with human tellers, had they the choice. Choosing Networking Functions Time is a concern for all of us. We only have so much of it to give to our work, and then some to our families, our churches and some to ourselves. What Are People Buying Online? Benefits, that's what!Whether you're selling in print or in person, it's a universal truth.And success in both worlds requires a counterintuitive approach. Ten Effective Ways to Capture Market 1.Evaluation of Existing Products / Therapies2. Stretch Your Marketing Reach One of the most cost effective marketing strategies you can utilize is an online newsletter, also referred to as an E-Zine.You can provide valuable content to your customers and potential customers with an E-Zine. How to Use Marketing Judo to Beat Big Competitors If yours is a small business and you have big or even huge competitors, you may be laying awake at night wondering how can you possibly beat them. You can't out-advertise them, or out-promote them, and you probably won't be able beat to its prices. 10 Important Marketing Tips Each of the following Ten Marketing Tips is based on a highly effective but often overlooked marketing tactic. How many are you using? How many have you overlooked?Marketing Tip #1: Insulate yourself against the impact of change by increasing the number of products and services you offer . Business Leads Anyone who runs their own business can tell you how challenging it is to generate business leads on a consistent basis. Finding good leads and generating more sales is vital to the long term growth of any business. Promotional Magnets: Promotion that Sticks Some people are happy with just a business card. For others it's not enough to be glanced at once and packed away. The Name Game Pop quiz! If you have to say goodbye to your hard earned money to purchase something you've always wanted, who would you rather trust: an unknown provider or one who has an established name in the industry?The answer to that question shows how important branding has become in recent years. And consequently, brand building has taken an equal significance. First Steps to Developing a Marketing Plan Direct Mail . . Nice Guys Finish First Volunteering your services can be an excellent way to form new business relationships and raise your business's profile while lending a hand to a good cause. However, unless you take care, it can also become all-consuming, with little return (besides creating good karma). Overview on Qualitative Data Collection Techniques in International Marketing Research This article is meant to be a brief review and reminder of some valuable yet often bypassed techniques to collect data on international markets and consumers.When thinking of market research, surveys are most likely the first technique that comes to ones mind. Attracting Clients With Incremental Marketing Do you ask prospective clients to go too far?Must your new clients take a "leap of faith" when they engage you?Or do you gradually draw them closer using a series of pre-planned contacts designed to address their concerns and build their trust in you.Too many service providers wait for potential clients to take that leap of faith. The Real Path To Big Bucks On The Internet! "Instead Of Wasting Time Trying To Hit The Lottery Of Internet Riches, Focus On Building Your Business One Sweet Income Stream At A Time!" Eric (one of my JV partners) experienced an epiphany yesterday. He had one of those rare moments of insight that can forever change your life. What Does Your Business Address Say? If you are operating a business from your home andyour post office address clearly indicates a homeaddress, you may want to re-think your marketingstrategy.A Rural Route 2 address can plainly say yourbusiness might be in a bedroom at home, or worse,in the barn. 7 Ways to Evaluate Your Marketing Plan Business owners often find it difficult to know whether their marketing tactics are working. This can be especially tricky when you use a combination of marketing activities simultaneously, or if using personal-contact tactics such as networking. A Look at Color Brochure Printing Brochures have become vital in today's workplace, serving a wide variety of purposes. Some are quite complex and others are simpler; color brochure printing is one of the simpler options. Marketing Hesitation Costs Dearly Timing is everything. Hate to be late? The early bird gets the worm. Forget Conventional Marketing - Embrace the Web! Tactical marketing processes are once again undergoing fundamental shifts from traditional to web-based processes. Many traditional marketing firms/agencies are still touting the tried and true to their clients; i.
|
| home | site map |
| © 2006 |
