Is what you’re writing of interest to the reader? Does it solve a problem they have and add value to their lives? If not, nothing else you read here matters.
Likewise, nothing else matters if your prospective reader never makes it past the title or headline. Your content could be amazing, but if no one is compelled to invest the time to read based on a boring or vague headline, all is lost.
The purpose of the headline is to get the first sentence read, and each subsequent sentence needs to keep the reader rolling towards to the close. The momentum you create with your opening can make your job easier the rest of the way.
Are your transferable lessons easily digested via bullet points and numbered lists? Are you providing compelling subheads that act as encouraging signposts for the diagonal reader to dig in deeper?
Good writing uses transitional words and phrases to help the content read more smoothly. But good copy also uses psychological connectors to persuade and keep the reader engaged. We’ll talk more about that soon.
Orson Scott Card once said that metaphors have a way of holding the most truth in the least space. The same is true of stories, and being highly specific facilitates understanding, holds attention, and enhances credibility in ways that general assertions cannot.
How you close a piece is determined by what you are hoping to accomplish. If you’re not sure what you’re trying to accomplish, you might ask yourself why you’re writing it at all. That actually helps you to determine whether to revamp the content or to put it out of its misery.
Labels: advertising, copyblogger, copywriting, marketing, writing