Don’t want to watch the video (below)? Here’s the highlights.
See-Saw - aka Teeter-Totter = play equipment commonly found in children’s parks, consisting of a long plank/pole, balanced over a pivot point, with a seat at each end.
Sales copy = anything written to persuade the reader to take a particular action at the end. In this video/post I talk about sales pages, but this tip equally applies to emails and soical media updates.
Common marketing advice tells business owners to touch on their prospect’s pain points and the promise of what the offer will deliver. I know that this advice is widely used, and commonly employed because at least once a week I see a sales page that follows this format:
> You’ve got this problem
> But you’d like it to be this way
> But it’s not because of this
> If only you could have this outcome
> But you’re stuck here….you get the idea….
In theory this sales page opener is touching on both the pain and the promise. But it’s not doing it in a very reader-friendly way.
Our brains process the written word by making predictions about what the writer is trying to communicate.
Our brains DO NOT enjoy sudden changes of direction at all.
When you open a sales page with a series of bullet points knocking the reader from pain to promise to pain to promise it’s disorientating - like being bounced up and down on a see-saw.
The reader struggles to gather momentum or make progress down the page, making it more likely they’ll bounce, and less likely they’ll stick around to read about your fabulous offer.
The Secret To Sales Page Readability
Instead of plonking your reader on a see-saw and jumping them up and down - imagine your sales page is a slide.
Stack your pain points one after another (3-5 is perfect, you want to show you understand, not beat them into a deep depression)…..these are like the steps on the ladder to the top of the slide.
Then you introduce a neutral point, the platform - you state WHAT your offer is.
And now it’s time to get into the features and benefits.
The change in direction was introduced gently, and now the focus on features and benefits helps your reader build momentum until they’re ready to click on a call-to-action button.
So the next time you need to write sales copy, think slide, not see-saw.
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