So you’ve constructed a clever headline that highlights the biggest benefit of your product or service. You’ve made sure it’s not too long or too short, and it’s enough to snatch the reader by the throat and yell, “READ MEEEEEEEE!”
But that’s just the beginning, friends…
In order to turn your ideal prospects into promising customers, it’s going to take more than wowing them with a shiny object like a dope headline. The last thing you’d want them to do is to lose interest and taper off in the middle of your sales letter, ad, VSL script – or whatever you’re writing – before closing the sale. So how do we get your readers to maintain the high level of interest you’ve created from your headline throughout your entire ad?
Simple: you lure your readers into your copy.
You’ve got to grab them by the hand and take them on an adventure through your ad. And you have to make this adventure fun and interesting by continuing where your headline left off, idea-wise.
For example, if your ad has a headline like “Recipes for Fat-Burning Desserts,” your follow-up subtitle sentence should continue that thought with something like, “Are you tired of having to sacrifice the best meal group on the pyramid because of health issues?”
…and so on and so forth.
Lucky for you, there are quite a few ways to do this. In fact, Dr. Direct (A.K.A. Drew Eric Whitman) has up to 12 ways to guide your readers throughout your copy and into the sale.
I’ve used a majority of these different ways to lure readers into my own copy, and they’re all amazing. For the sake of time, I’m going to reveal 5 of the best ones (in my opinion), to help you trap your readers into your copy with no chance of escape!
Learn more about how to catch the attention of your readers from the blog: 10 Addictive Headline Starters For Your Copy And Ads.
5 Secret Luring Techniques
And now, for the moment you’ve all been waiting for: 5 techniques to bait your readers into the CTA:
1. Continue The Thought Of The Headline
Essentially, I believe all of these techniques are supposed to do this. But let’s say we use the fat-burning dessert example from above, but extend the headline a little bit:
“Now You Can Eat Desserts And Lose Weight With These Fat-Burning Dessert Recipes!”
You would follow up with,
“Let’s be honest, we’re all looking forward to that decadent slice of double-fudge chocolate cake at the end of dinner…”
And then continue on from there.
2. Ask A Question:
This is probably my favorite – out of all my favorite ways – to lure my readers into my sales letter:
“Are you sick of watching all your skinny friends enjoy YOUR favorite desserts after dinner, while you sacrifice and diet and STILL get no results?”
With this technique, you’re opening up another trap: Trial Closes through Rhetorical Questions!
3. Quote From A Respected Authority:
After your headline, you can lead into a quote from a respected, well-known authority:
“According to the NHFA (National Healthy Food Association), the reason why most people can’t eat desserts as often as they like is due to the high amount of calories and…” yadayadayah..
This builds trust in your readers right from the beginning, causing them to drop their walls of skepticism as they continue to read.
4. Start With A Dramatic Story
There’s no better way to lure your readers in than within a story:
“I remember it like it was yesterday. I’m sitting there, with my fat ass, watching my sister’s new gym-freak boyfriend revel in his ‘cheat day’ with a slice of peanut butter and fudge cake topped with whip cream. It took every ounce of my being not to sink my chubby fingers into his cake and snatch it off his plate to stuff my face in shame…”
You get the point.
When people can relate to your story, it’s almost like they’re experiencing it first hand. In result, they engage and fully trust you.
(If you can relate to the story above, my bad LOL).
5. Lure Them With The Short, Short Paragraph Technique!
I absolutely LOVE this technique. The Short, Short Paragraph Technique makes it almost inevitable for your readers to engage and follow through your entire copy:
“You feel it, don’t you?
The cravings that cause your stomach to growl from the mere sight of that ice cream sundae…
Or that soft, double-stuffed chocolate-chip brownie…
With whip cream…
It’s a recipe for disaster, and you know it.
But what if I told you, you can eat WHATEVER you want…
While burning fat and losing weight at the same time?”
See how easy it is to get sucked in?
This method is so irresistible that you can’t help but read on. It’s too easy!
Learn more about the awesome Short, Short Paragraph Technique in the blog: How Keeping Things Simple Makes You More Money.
Try These Out!
I definitely recommend trying these techniques into your copy and ads. But if you want to learn the rest of the secret ways to lure readers into your ads, check out Drew Eric Whitman’s Ca$hvertising. Very great read!
Check out the JD Blog for more copywriting tips and tricks at JDCopywritingINC.com