Power Copywriting Essentials Lesson 3 of 7: Gaining and Maintaining Interest

Ok, now you’ve hooked them. Your prospective customers have kept reading past the headlines. Now what?

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Now you need to keep them interested.

Once you have mastered the art of attention-grabbing headlines, you need to focus on gaining and maintaining interest in your readers. Of course, this is easier said than done. 

After all, how many posts, articles, sales letters, etc. do you personally throw away each and every week? 

However, with the steps outlined below, maintaining your customers’ interest does not have to be an overwhelming and impossible task.  

Provoking interest usually occurs in the follow-up content paragraphs. Attention is usually associated with the headline while Interest is generally connected to the follow-up paragraphs. 

There are plenty of effective ways to maintain your reader’s interest in the follow-up paragraphs. 
The two most important things to remember are to keep your follow-up paragraphs short and sweet and to identify with your target audience.

How To Maintain Interest in your Readers

1. Ask a question: 

If you have asked a question in your attention-grabbing headline, then do not ask another one in the follow-up paragraphs. 

However, if you haven’t already taken advantage of this creative interest-holding tip, then do so in your follow-up paragraph. 

Ensure that your question lists the best benefits of your offer. Explain to your reader how your product will make his/her life better or how it is better than all the other competitors’ products. 

When answering your question, choose words such as “Here’s how” or “Here’s why” followed by a quick one or two sentence explanation. 

2. Use the Right Lingo: 

Your sales letter should have a personal element to it. Speak to your client as if he/she is your friend and adapt your writing style to your target audience. 

This does not mean you should use colloquial words like “Dude” or “Surfs up” when promoting surfing equipment. However, it does mean conforming to your certain target audience. 

Do not use business, legal, or administrative jargon and pretentious words if your target audience is the non-business type. However, do use business jargon when targeting the everyday business person. 

3. Provide an Anecdote, Story, or Cliffhanger: 

Another great way to begin your content paragraphs and engage readers is with a simple anecdote or story.

This will act as the “hook” used to lure your readers in. Readers will feel compelled to continue reading to find out what happens at the end of the story. An anecdote or a story can also help readers identify with your copywriting, especially if the story or the problem is universal. 

Try to choose a story that directly relates to a problem your target audience faces and demonstrate how your product is the solution.

4. Give Doubts: 

Addressing some of the common doubts your readers will have demonstrates to them that not only are you on the same page, but that there is an answer to their doubts. 

Some great opening liners when it comes to addressing doubts include: 

 “Sounds too good to be true? It’s not…..”
“I was skeptical too but….”
“Unbelievable, right? Incredibly enough, it’s 100 percent true…” 

If you address these doubts before your potential client has a chance to think about them, then they will continue to read simply to discover the answer to their doubts. 

It’s a simple, yet effective tactic. 

When addressing the doubts, make sure you provide a convincing answer with several reasons how and why your product will benefit your customer.

By addressing the counter-side to your argument, you are further persuading them to keep reading and give your product a try. This is an essential secret to successful copywriting. 

5. List Reasons in Bullet Form: 

Bullet forms, or numbered forms, are easy to read and visually stimulating. Even if your prospect is scanning the documents, he or she will automatically stop at the bullets. 

Keep the reasons short and powerful and include numbers and statistics if you can. Again, this is a great way to trick the reader’s eye into taking notice. 

Consider the following two examples: 

a) Easy Trim is fast and effective and guarantees results. Furthermore, 90 percent of customers were fully satisfied. 

b) Easy Trim is: 
Fast and effective
Results guaranteed
90% of customers 100% satisfied

Which one catches your eye? If you’re like most people, you would have said the latter. 

6. Use Subheadings:

Subheadings re-gain the interest in the reader. They are typically bolded and centered. Most subheadings offer a promise, a guarantee, or provide an important statistic or feature about your product or service. 

It’s a good idea to include one subheading in your sales letter that further enhances your product and grabs the interest of the reader. 

When it comes to writing subheadings, the same rules apply as headings. You need to grab the reader’s attention and lure them back into your letter. This is often done with curiosity stimulators, promises, and trigger words. 

Some great subheadings include: “Guaranteed Results or Your Money Back,” “Free Trial for 30 Days,” and “75% off All New Stock.” 

7. Reiterate your Promise: 

When you are nearing the end of your sales letter, you need to quickly summarize why your product is the best. Remind the reader about the features and benefits without re-iterating everything you have just said. 

It’s important to focus only on the main benefit of your product when providing your summary sentence.

8. Add the Clincher:  

The clincher is the final premium or bonus that you offer, usually in a P.S. form. The clincher is essential to convince the customer to take action. 

The above tips will ensure that your potential customer remains intrigued throughout your sales letter.

So, keep your client interested in your copy writing and ensure that your sales letter remains in the hands of your clients, not in the recycle bin.  


LESSON 4. Coming Soon