Eyes and Minds on web pages – how to get the aforesaid
(just like I am about to do for instance) – we should take the time (I dont -but you should) to realise the medium of our message perhaps.
Copywriting skills on the Internet mean attractive (as in attracting the reader) Sales pages/squeeze pages/Buy me pages. It has nothing to do with copying something from somewhere. I know you know – I always thought a copywriter was some monk or Dickens clerk transcriber – but then I never pay attention to reality – where were we?…
A copywriter uses words to convince you to buy or try a product.And there are many examples of GREAT copywriters on the web…
You want me to tell you their names?
sorry.
Maybe next time.
Find copy you like -web pages you like, that attract you – and study them – this is the web – dense paragraphs dont work
We read a web page differently from a book. or even an email.
The fact we are ‘on the web’ doesn’t mean we are snuggled up in some comfy corner, beside a fire in our undies, with chocolate melting in our grubby hands – reading.
We are in a coffee shop, at an office, in our home office, somewhere in an ‘alert’ environment. The reader of a web page – scans more than reads.
They need to be caught with
HEADLINES
and BOLD COLOR TEXT and italic color text.
and broken up
paragraphs
they can scan quickly.
Well you probably know
that.
Take it as a given people on the computer are in a hyper state.
They have 5 to 10 tabs open on their browser – with at least one of them having a pop-up chat window they refer to every three milliseconds. So grabbing attention is all. And presume you only have it for a few seconds.
Thats why video is/was popular – moving colors that keeps our visual attention on the page, as the pitch is unveiled.And Video DEMANDS our full attention while we watch it.
Be aware of the ‘fold’ on a web page (old newspeak). The piece they see when they load your web page.
Most people have 1024 by 768 – tho it is trending higher. And most people will use Safari for Mac or ie6,7 Firefox and Chrome (slowly) for PC. So where does your web page load at that resolution, on those browsers?
What can they read without scrolling.?
Thats what they see before they move on – is it enough?
(Now as a side note I never get these endorsements that take up 4 acres of web space. A hold over from off-line sales, however it saves you having to write a lot of copy (unless of course your writing your own trestimonials – but no-one does
that!
Now with the new FTC rules they may go anyway
For me I skip from the headline to the cost at the bottom. Then maybe read what the offer was again. But then – thats me not you)
The other piece to consider is the way people take in information. Or at least their default position. We can learn all diffrent ways – but left to our devices we have a preference.
For the web that would be Visual - pictures/video . Audio – an mp3.Narrative - they read before all else – a pdf.
So thats why the smart marketers have a video with an mp3 link and a pdf link aunderneath.
I prefer to read – because I can scan information out faster than the SLOOOOW (to me) pace of a video or audio.
However I do most of my info gathering by audio – not because thats my forte – but because I travel a lot and drive a lot and can listen to mp3′s easily while travelling. A video DEMANDS all you attention.While an audio track can play while you do other things – like steer a car for instance.
So if you are thinking of an ebook or a web page for your presentation of information – whether its a web post or a serious discussion hoping to find an audience. Remember they will scan, they are distracted, and if there are any convoluted phrases, whereby the article or possible particile that was referred to aforesaid , not the latter , but the former, however in this case as a precedent, the preview was one of the former ….you will lose them.
Write sentences and words for a 12 year old, and ideas for a genius
More to come
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