How to Write Copy to Attract Attention
You want your copy to attract the attention of the reader. It’s especially important when you’re writing a sales page or an ad where you want someone to act.
It must be targeted and specific to inspire someone to read it in the first place. If you try to appeal to everyone, you will attract no one. Being very explicit with your copy will help it connect with the right people. Yes, it will reduce the size of the audience and requires courage on your part. It will, however, make your marketing much, much, more powerful.
Think about the copy that attracts your attention. It’s something that solves a particular problem for you at that point in time. I rarely buy from ads but a one caught my attention recently – a pet hair remover you put in the washing machine and it collects the hair. I can’t begin to tell you how long I spend brushing my clothes – the price of having both a yellow and a black Labrador! The ad called out to that specific problem, which is why it caught my eye.
Clear, simple language
Write as if you’re having a conversation with the person you want to attract. Keep your language simple and sentences short. Once written, read it out loud to make sure it sounds like you and flows properly.
Who do you want to attract?
Imagine you’re in a room full of people and you want to attract the attention of the person you can help with this particular problem. What question could you ask to attract their attention and have them stand up?
As a practitioner, you can work with all sorts of different issues but saying “I can help you sort out a variety of challenges” won’t catch anyone’s attention. Being a little more specific “are you fed up of feeling stuck in your health and life?” still won’t cut through the noise. Instead, if you said, “are you a perfectionist and fed up of never achieving your potential? You procrastinate, go around and around in circles and never feel you’re good enough. No matter how hard you try, you feel a failure”. Now, that would get the attention of those who feel exactly like that.
Make an invitation
You’re asking for those interested in taking the next step, to identify themselves further. There will be some people who may recognise they’re perfectionists but don’t want to or believe they can do anything about it. So, make an invitation to identify those you can help, e.g. “would you love to learn how to stop perfection from paralysing you, get out of your own way, be super productive and achieve your full potential?”
Make them an offer on how you can help them. What is your approach and what does it include? So, with the above example, you could say “join my 6-week programme and learn how perfection keeps you stuck and how you can change and move forward in your life whilst being supported. The programme includes step by step videos to teach you the programme, workbook to keep you on track, printables to inspire you, meditations and an online support group to keep you accountable and get your questions answered.
This is telling people what you want them to do next. It could be booking a discovery call, joining your email list, booking an appointment, completing an application, buying your product.
This framework gives you the basic content you can then build on for your sales page, Facebook ad, email sequence – basically anywhere you want to catch attention and invite action from the reader.
If you’re struggling with your marketing and finding clients, contact me for a chat to find out how I can help you.
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