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Chamber of Commerce - on the Web logo

Write Your Sales Copy For Scanners
by Joe Robson

If Your Website visitor is highly targeted and eager to read your message, you're a lucky person. 

Let's face it, most of us click through to a site out
of curiosity. And when the page loads, we're only half interested in what the copywriter has to say. After all, we've seen it all before haven't we? This product is going to be the same as all the other similar products - isn't it?

Like it or not, that's the mindset of the average site visitor. And we have to employ every device in the book to retain, and increase his attention. And get the order.

And as we all know, it's the headline and sub heading that MUST grab your reader in the first split second ... blah, blah, blah. I'm sure you've heard it all before.

But let's look at the surfing habit that no-one ever seems to address.

We read the headline, the sub header, the first sentence or paragraph. And unless we are determined to read the page word for word right from the start (yeah right!) - what do we do next?...

We SCAN the page. In exactly the same way that we scan down a newspaper page, our eyes are searching for something of interest.

We're 'speed reading' the copy. We're half-heartedly looking for something of interest. Something that catches our eye and helps us to get the message. A 'story' that will either persuade us to return to the top and read the message in detail - or click that little X in the top right hand corner. All in 10 seconds flat!

That's where the importance of subheads comes into its own.

Far to many people write cute and fancy, or totally meaningless subheads. Subheads should - MUST - achieve more than create white space and help break up large blocks of black text.

A subhead should be written with the same amount of thought and attention as your main headline. It should encourage your reader to read the paragraph that follows. It should describe the contents of that paragraph. It should make your reader curious enough to slow down and read the 'small print'.

But Subheads on a Web page have to do more than that. A scanner scrolling down your page should gain enough information from the subheads alone, so that he gets the whole picture. Or at least enough of the picture to make him want to read your message in detail. In other words ..

Your Subheads should tell the story of your Web Page.

Want an example of this?

Go my site at http://headlinewriter.com 

When the page loads, scroll quickly down the page and read the
headlines, and subheads. If you care to take the time, paste each
headline and sub headline into your text editor, and see if the
combined headings tell a story. If they do, the subheads have done their job.

After you've scanned the page, read each subhead carefully and
study how each is designed to lead the reader into the following
sentence. Notice how each subhead leads the eye seamlessly into
the next paragraph.

Now you know how it's done:-)

Go on try it. http://headlinewriter.com

At long last- a Guaranteed Method to Create Professional Headlines- with just one click of your mouse- and start Multiplying Your Profits Instantly!


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