Way back in 2004 when I started out as a writer working for a small magazine publishing company in Chester, I quickly learnt that most people barely read past the opening paragraph of an article, or worse the ‘readers’ wouldn’t look beyond the pictures.
This wasn’t through lack of effort on part, I spent endless hours writing 1200 word articles about interior design, art and even architecture which most people didn’t read. But then I realised…
It’s not you it’s me.
It was my approach that was wrong. Those articles shouldn’t have been about what I was interested in, they needed to be about what the readers were interested in. It then became a whole different ball game. All to often words are wasted when they could be put to better use.
Did the title interest you? Thought so, that’s why you’ve made it this far. Good copywriting starts with an attention grabbing title.
You might have produced the most fascinating article ever written, but if the title doesn’t cut it, no-one cares. Good titles get people’s attention, what’s in the body can persuade them to buy. So what follows that high impact title and sub heading should be powerful – remember that you need to keep the reader’s attention so that they get past the sub heading.
It’s a kind of magic.
Sung by Queen, but neatly sums up good copywriting. Done well, copywriting will take your reader to your product and influence their buying decisions, done wrong and they’ll just look at all the pretty pictures on your website and move on.