The document provides tips for writing powerful copy, including focusing on the customer's needs and desires, generating interest, building conviction, and calling to action. It discusses techniques like using benefits, testimonials, emotional language, and highlighting exclusive offers to grab attention and motivate the desired response from the target audience. The goal is to craft messaging that people will feel in their gut and that supports the desired action.
36. a ttention i nterest d esire c onviction a ction
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Less than 3 seconds to grab the reader’s attention or it goes in the bin! Grab attention with an arresting, relevant headline ATTENTION
Always written from the point of view of the company, not the recepient INTEREST
Ends up not being relevant, or not compelling enough to motivate them to take action DESIRE
Too many calls to action/ none at all ‘introducing company’ - no response! ACTION
Stackhouse poland. Does this one cut it?
Jargon, too many actions. Propositions, writing just doesn’t make sense!
desire
conviction
Are you talking to me?
Why are you talking to me, what do you want me to know?
It’s a nice idea, but do I really want it or need it?
What is it and what does it do? What makes you unique or better? How? How does this benefit the buyer? What is the impact of not having it? Can you quantify the value? Can you prove your claims? What if it doesn’t work, fit or satisfy? Why buy it now?
How can I make sure I’m not making a mistake?
What do you want people to do? Call? Email? Write? Visit your website?