Let’s face it, everyone’s busy… and easily distractible.
We’re like salmon swimming against a constant surge of life admin... work deadlines... the kids... binging episodes of Baby Reindeer... not to mention dodging
marketing messages.
So once you’ve caught someone’s attention, how do you keep hold of it?
Perhaps another way to look at it is to ask how you can lose it?
And one of the biggest ways to lose attention is to be confusing.
If people have to think about what you’re saying for longer than the time it takes to blink, they’re gone.
Which is why, when I’m writing copy for clients, there are two things I always bear in mind.
- The path of a bullet
- The power of one
I’ll talk about the ‘Power of one’ in another email. For now, let’s focus on the bullet.
If you think about what happens when you pull the trigger…
The bullet doesn't go
all wibbly wobbly, it doesn't zig-zag, or loop-the-loop its way to the target.
The path of a bullet is pretty straight, right?
And this is what you want to shoot for in your
copy.
Clear.
Concise.
Punchy.
Not clever. Or clunky. Or ‘ooh, look how good at prose I am.’
Each sentence links logically.
Holding attention.
Building the sales argument.
And boom.
You’ve just given yourself the best chance of a conversion.
Samuel Gately’s Facebook ads and Amazon sales page is a solid example of ‘bullet logic’.
I wrote a breakdown of it here — in case you missed it.
I’ll write about the Power of One next time.
See you then.
Angie
p.s - I’m building a
swipe file of good Facebook ads for authors. If you see a good ad, would you be kind enough to share it with me?
If you spot any typos or run on sentences or dangling thingamies, please be kind and let it slide. Save your energy for something better.
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