2Q

 Balanced Solutions for Creating Compelling Content

According to Jacob Nielson, researcher at the Nielson Norman Group, readers tend to scan text, reading only a measly 28% of what is on the page. Being a writer, I initially found these results a little disturbing…

But wait, there’s hope!

Nielson’s findings also state that if web content helps readers to focus on areas of interest, they will transition from scanning to reading. So, ultimately the question is:

How does a copywriter keep the reader focused on what is most relevant?

The article recommends starting with a good layout that has spacing at significant points. Use italics, bold, and strong subtitles with plenty of foregrounding. The study also suggests that succinct writing, clear navigation and placing the most significant information at the top of the page can retain readers.

Many find that people respond well to a systematic recipe—in other words, a text that guides them through a series of steps. These steps should help them accomplish something. You can’t complete a cake until you read all the way to the final stage—the icing!

You can break your instructions into a series of 5-10 stages, which should contain precious information your audience just can’t wait for. For email campaigns or autoresponders, it is a good idea to write each section so that it is also able to stand-alone.

One way you can deliver your carefully devised recipe is through an email campaign that takes your audience back to your website or blog. Another is through an autoresponder. Once you create some great content, an autoresponder can be used to attract clients for a long time to come. If you focus on keeping the content timeless, you can continue to promote your autoresponder rather than having to create new promotions all the time. To make it long lasting, the autoresponder steps should highlight what you do best (If you don’t know what you do best, make sure to ask me about the Dominant Mastery Program. I can help!).

Most email marketing programs have good autoresponders, so spend some time finding the one that works best for you.

Think about the type of sales copy you prefer to read. Where does your eye wander to, or what grabs you the most? Let us know in the comments below. 

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