So, you have done it. Your website has been optimized for the search engine and now your site is getting people, who would share the contents of your site on social media. Besides, people are also subscribing to the blogs, but how to know whether they are actually reading the posts you have written?
As per sources, 80% people just read the headlines and remaining 20% read the entire content body. Besides, 33% people leave the site before getting engaged with the content and there is also a tendency in people that they share copies after vouching for the quality just after reading 25% of the content.
But does it mean that none reads it completely? Has the World Wide Web completely killed literacy? Not really, but this thing has led to the generation of scanners. The term scanners mean people, who scan the landing pages and articles to find any specific section or gist where they are actually interested.
So, here the old school copy rules are actually applicable. It is because this works as an evolution how the copies are actually consumed and not crafted. The two main rules, which are applied here include:
- The reader must secure interest
- The reader must secure interest as early as possible
According to the first rule, the readers only read those copies, which they find interesting. So, if you are writing intriguing and compelling copies, the readers will definitely read it. So, here the main key is to secure the interest as early as possible. In most of the cases, the visitors take snap decisions and then if you can’t hook them within the first 8 seconds, then you will lose them. But if the visitors are not interested in your copy, then you can’t stop them from scanning it and reading only those sections, where they are interested.
So, here is how you can formulate things so that your copy is not only scanned, but also read. Let’s intersect each part of a good copy.
- The readers mostly go through the headlines to decide the relevance of the contents. Therefore, the headlines should be created in such a way so that these can spark some interests. The headlines must also be concise and specific while focusing on a single benefit that you feel that the viewers’ desire. While it comes to headlines, formatting also matters. It needs to be dark, centered and big as well so that the viewers can find it first in a web page. Last but not least, the headlines must be written in the “title case”.
To offer the readers a complete “eye-rest”, it is necessary to break up all the lengthy headlines with em-dashes and eclipses without using a period at the end of a headline as this presents mental stopping point for the readers.
- If you consider headlines to find your content, then the subhead is meant to offer the right framework. Besides, these also help to offer relevance to the viewers. As subhead is the basic way, which the scanners mostly skim down the left part of the F pattern of the copy, therefore these play a really important role in keeping the scanners interested while generating conversions.
Therefore, it is necessary to make a good subhead well informative and clear enough to communicate the biggest benefits of a write-up clearly while overcoming all the objections, which you may face while reading. In most of the cases, good subhead is visually larger and more prominent than the body copy to make these really helpful for the readers to find out. Therefore, the subheads should be created in a way, which can drive sales successfully without the help of body copy.
So, to come up with the perfect subhead, it is important to prepare a list of all the strongest objections or the biggest benefits, which the reader might face. Next, write the subheads in an informative way, which can address every objection or benefit. Once you are done, arrange the subheads in a logical way to prepare a clear outline for the content.
- Next it comes to the body copy. The body copy of a content is meant to offer clear and detailed information to persuade the readers to accept what you are offering. As buyers mostly buy products or services for emotional reasons, therefore it is necessary for you to make your offers visualized for them through your content while appealing to their senses.
So, the easiest method to do that is by creating a story. Everyone find stories interesting especially if it is about something, which attracts them. As the products or services of your company are meant to help people, therefore your stories should have some human components, which can be used in the content to your advantage. For instance, you can make stories on how your brand has helped your clients earlier or find out some compelling stories of interest about the brand from your employees or co-workers.
Therefore, the first paragraph of the body copy must include some punches, without exceeding the length. Besides, in the first paragraph you must also include the direct necessities of your clients along with your promise to fulfill those in the next two or three sentences. Your aim should be to spark the interest of the viewers with the first para of your content without scaring them off with a block of texts. So, the key is to have a good introductory paragraph as only a good intro can attract the readers to the second paragraph and therefore to the third and at last to the conclusion.
- Next, it comes to the rest parts of your content. To write these sections, the rule of thumb is to use common, short words, which people can understand and relate to. This never means that you can’t make your content interesting by using simple terms. In fact, it is possible to add value to any content with an educational, entertaining, inspiring or stimulating tone to make the content more readable. To do this, you can add the terms like passion, pride or love, which would help your products or services to get encouraging emotional reactions.
Besides, it also makes sense to use active language in the body copy for keeping the readers engaged to the message you are offering. There is no point in making the content complicated by using long nouns, which only convolute the big ideas. This thing only weakens the impact of any content while affecting the conversion rate ultimately.
- The next part is conclusion and it works as the partner of a content headline. No reader escapes without checking the conclusion. So, it must be created perfectly and put as much energy into the conclusion as you did in the headline. The main goal of creating the conclusion section is to remind the readers about what they can get if they respond to what you offer. Actually, the conclusion must summarize the message properly while re-stressing all the benefits, which you offer. While writing this section, follow the same writing format as in the body copy. And not to forget to emphasize the benefits, which you have mentioned in the headline.
- Another important part of your content’s promotion is Postscript. Besides, this is also the section, where you should add the “call to action” sentence to attract the potential clients. As a content gets the most conversion from this section, therefore it should be created in such a manner, which becomes impactful. Apart from that, the postscript section will also restate your brand offerings while giving the viewers or readers an extra incentive to accept the offer. So, to keep them engaged, the writing must be urgent and clear and should offer an added benefit.