Use This Copywriting Tip For Increased Conversions Every Time
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 slightly increase the response, when you add them up it creates a synergistic effect – leaving you with a great 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.
So let’s go through each one and I’ll explain how to write to each type of reader. And by the way, this applies to both direct marketing copywriting 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 want to know every single detail about the product, what it offers, how to use it, what the price and guarantee 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 sure they're making the right buying decision, so you need to do as much as you can to answer that decision for them by answering every objection possible.
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 may simply look at the page to get a feel for the product and if it seems like a good thing – they’ll buy on a whim and just return it if it’s not exactly what they thought.
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 letter, website or whatever other media you're using until something jumps out at them and grabs their attention. Then, they’ll dive into the copy until they’re bored and do the same process over and over again.
I’m personally a jumper. I will look at a headline and start reading the opening paragraph. If I have even the slightest interest in the product – I’ll skim down until something catches my eye.
If nothing does – good riddance!
Writing to these people requires a lot of interaction with the reader.
Maybe a small quiz on the site which gives you results, maybe asking them some 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 make you start to think creatively which usually leads to some amazing breakthroughs in your copy.
This single copywriting tip alone will boost your conversions and create more profits.