The world is filled with scanners. Many people scan pages to see if anything interests them, rather than reading ads, sales letters, or web copy. That’s why your copy needs to be scanner friendly. Placing headlines, subheads, and other things inside your copy are important to help sell your customers on your business.
How can the casual scanner become an active reader? Better yet, how can we turn a scanner into a buyer? First, make sure that your headlines can stand alone, without other sentences supporting it. To do this, get rid of one-word headlines. Headlines should evoke curiosity and interest the scanner to read the main copy.
Don’t forget about the sub-aheadlines. They also should be compelling, and complement the headline, so your reader is pushed from scanning to reading mode. Good subheads always support the main promise of your copy. For example, if your headline says it will help your customers lose weight, than your subheads could briefly explain that the product has been clinically proven. Subheads are also the perfect place to introduce your offers.
Short paragraphs will also keep the scanner’s attention. Keep paragraphs between 3 to 5 sentences.
The most popular way to generate interest is to use underlines, boldface, highlights, and italics throughout your copy, but be careful not to use too much as scanners will move on. The purpose of these tools is to emphasize certain points.
Ideas on what should be highlighted in copy:
* Call-to-actions phrases, like buy now, subscribe here, or receive your special offer today
* Contact information, including toll-free numbers, emails, and web-sites
* Benefits supporting the promise of your copy
* Your rates and fees and how they compete
* Your business or product’s name
If you add a second color to your copy it helps boost retention and readability. This is extremely effective in newspapers. The most effective colors are red and blue. Try placing offers or premiums in different colors to pull your customers in.
Finally, most readers read the end, first. Use this spot to restate your offer and benefits. It will also be good to add a bonus, premium, or guarantee here.
