DO YOU KNOW WHAT STOPS YOUR RECIPIENTS FROM READING YOUR DIRECT OR ONLINE MATERIAL? HERE’S A HINT — IT COULD BE YOU.
DO YOU KNOW WHAT STOPS YOUR RECIPIENTS FROM READING YOUR DIRECT OR ONLINE MATERIAL? HERE’S A HINT — IT COULD BE YOU.
To do this we advance the process bit by bit by logically moving the reader on forward to the end of our argument or sales pitch.
One of the best ways to do this is to separate our thoughts into individual paragraphs, which can work great but too often can turn on you and become the culprit that keeps your readers from finishing your letter.
The end of every paragraph in reality provides the perfect opportunity for the reader to stop reading. Unless…
… You connect it to the next paragraph.
The whole point of direct-response writing is to keep your prospects reading, word after word, passage after passage, until the end.
So it is imperative your paragraphs interconnect driving your reader from one to the next so that your targets stay with you until the end.
Someone once suggested that each paragraph is an island, which is true, so you have to show the reader how to hop on to the next island lest you lose them before they’ve read everything you want them to read.
Another danger of losing the reader in mid-sale is at the end of a page. That is why, in a well designed letter, you will often see that a sentence is broken into two, between the bottom of page one and will continue on to page two. This is done to help navigate the reader across to the next page.
So, how do you connect paragraphs?
One way to create transactions is by using subheads between paragraphs.
Another way is to suggest that there is more to come, like this short list of connectors that are underlined:
But that’s not all… Or, here’s another reason why… Or, to explain further what I mean… Or. and… Or, in addition…
Another method is to Indent the next paragraph and make it shorter then the other paragraphs.
And finally, you can connect the previous part of your letter by asking a question mid-way that results from what has been said and leads them to the final answer.
Connecting your paragraphs is key. It is also the reason why letters that tell a story are the most read letters.
DO YOU KNOW WHAT STOPS YOUR RECIPIENTS FROM READING YOUR DIRECT OR ONLINE MATERIAL HERES A HINT IT COULD BE YOU - To learn more about this author, visit Billy Sharma's Website.
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As copywriters we try and build a solid argument as to why the recipient should buy our product or make a donation to our cause.
To do this we advance the process bit by bit by logically moving the reader on forward to the end of our argument or sales pitch.
One of the best ways to do this is to separate our thoughts into individual paragraphs, which can work great but too often can turn on you and become the culprit that keeps your readers from finishing your letter.
The end of every paragraph in reality provides the perfect opportunity for the reader to stop reading. Unless…
… You connect it to the next paragraph.
The whole point of direct-response writing is to keep your prospects reading, word after word, passage after passage, until the end.
So it is imperative your paragraphs interconnect driving your reader from one to the next so that your targets stay with you until the end.
Someone once suggested that each paragraph is an island, which is true, so you have to show the reader how to hop on to the next island lest you lose them before they’ve read everything you want them to read.
Another danger of losing the reader in mid-sale is at the end of a page. That is why, in a well designed letter, you will often see that a sentence is broken into two, between the bottom of page one and will continue on to page two. This is done to help navigate the reader across to the next page.
So, how do you connect paragraphs?
One way to create transactions is by using subheads between paragraphs.
Another way is to suggest that there is more to come, like this short list of connectors that are underlined:
But that’s not all… Or, here’s another reason why… Or, to explain further what I mean… Or. and… Or, in addition…
Another method is to Indent the next paragraph and make it shorter then the other paragraphs.
And finally, you can connect the previous part of your letter by asking a question mid-way that results from what has been said and leads them to the final answer.
Connecting your paragraphs is key. It is also the reason why letters that tell a story are the most read letters.
DO YOU KNOW WHAT STOPS YOUR RECIPIENTS FROM READING YOUR DIRECT OR ONLINE MATERIAL HERES A HINT IT COULD BE YOU - To learn more about this author, visit Billy Sharma's Website.
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Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
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Cheryl MatthynssensCheryl is a life skills coach, licensed Chemical Dependency Counselor and a 20 year entrepreneur. Cheryl's dedication to achieving a life of balance led to her expanding her teaching from the simple managing of life's daily challenges to adding financial well being as well. A direct marketer with DrinkACT, she is gaining ground in the online community with her concepts of making sure business owners, entreprenuers and employees have well rounded life styles. She opened up a small affiliate site - The Balance Guide- to help others find resources for mental and emotional well being. Visit Cheryl's blog to see more of the diversity beyond business she has began offering online at www.thebalanceguide.blogspot.com - Visit Cheryl Matthynssens's Website |
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John AlexanderJohn has taught keyword research and SEO skills to small groups of business owners and Webmasters from over 80 different countries world wide since 2002. John is also the Director of Search Engine Academy ; Co-director of Training at Search Engine Workshops offering live, SEO Workshops with his partner SEO educator Robin Nobles, author of the very first comprehensive online search engine marketing courses at SEO Training Online and the SEO Workshop Resource Center. I look forward to hearing from you! - Visit John Alexander's Website |
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Kim CastleWith nearly two decades in the advertising and design business, with clients like Domino's Pizza, General Motors, Direct TV, Pedigree, Wolfgang Puck, Higher Octave Music, Hollywood Celebrity Products, Disney, and Paramount, as well as thousands of entrepreneurs around the world define, structure, communicate, and position their business for greater profits, BrandU(R) co-creators Kim Castle and W. Vito Montone discovered that entrepreneurs could experience the same power that big brands command for a fraction of the cost with the world's only process-based results-drive Integral approach to business creation. BrandU(R) is helping entrepreneurs grow with the power of extreme clarity from idea...to brand...to market(TM) and helping one million entrepreneurs become successful and whole so that they can make a difference in the world. Are you one of them? If you want to experience clarity all the way to the bank(TM), get started now at http://www.brandu.com. - Visit Kim Castle's Website |
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For an online Car Loan Calculator and finance for a cheap car loan. Get approved on car loans or car finance in Australia with cheap bank car loans and finding a car finance broker. Commercial car loans including business car finance and car lease. Car Loan Calculator has information on finance companies and getting the right cheap car loan from banks at best car loan rates and a online car loan calculator for all finance in Australia. Get the best car finance with our help at Car Loan Calculator and Finance Ezi. - Visit Richard Jefferies's Website |
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Jeff FosterWebBizIdeas.com is a Minneapolis website design company founded to help people start an internet business by providing them with website, business, and internet resources that help foster the growth of successful online businesses and develop innovative Internet business ideas. We specialize in internet consulting & internet marketing. - Visit Jeff Foster's Website |
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Jay Kubassek(Jay's Full Bio: EvanCarmichael.com/jaykubassek) In five years, Canadian-born entrepreneur Jay Kubassek went from selling mufflers at a Midas franchise to revolutionizing Internet marketing with the 2004 launch of CarbonCopyPRO, a online marketing education company, now worth over $20 million with customers in over 160 countries.
As an independent film producer, his upstart film fund Aliquot Films is currently producing a films with Spike Lee and Abel Fererra (starring Ethan Hawke and Dennis Hopper.)
Jay's entrepreneurial spirit is irrepressible. He’s the owner of five companies, a professional speaker and trainer, international real estate developer/investor, extreme sport enthusiast and emerging philanthropist. Jay resides in NYC with his wife Jamie, son Milo and dog Cooper. Visit Jay's official website: www.JayKubassek.com - Visit Jay Kubassek's Website |
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