The Power of Attention – How to write copy that clicks – Part 7

Do you ever question what attention is? If not, you have a choice. Follow what everyone else does, or do something different. This is what ‘zig when everyone else is zagging’ means (but that’s only a fraction of it).

If everyone is getting attention with their amazing black friday deals, then do a happy monday deal (but don’t bother, because it’s already been done – it’s a good example of a zig though).

Going back to email, check your spam folder. It’s full of how not to do email subject lines. We all know of course, but it makes no difference, when we’re desperate, we resort to similar subject lines.

“How do you get x without y”, “Limited one time offer…”, “Exclusive webinar, are you coming?”, “Weird income stream makes $300 daily” and so on.

None of these take into account who we’re talking to (because the people who send them have no idea and don’t care).

But we’re taught this is copywriting. You can’t argue with that. The point of copywriting is to sell, so why not ask for the sale from the get go? (the sale doesn’t have to involve money, it can be an optin, signup, free gift, download, anything that gets some kind of action).

Or you could zig a little. “Copywriting job statistics. Latest figures from the ICA.”, “Copywriter pay rising rapidly in India”, “Average age of copywriters now 36”.

But zig or zag, it makes no difference if you target the wrong people. If you tell me you can’t get clients, that you’ve tried everything and nothing ever works, I feel your pain.

Every business feels it too. It’s a constant battle. Attention > Action > Attention > Action. The only thing that sells easily is ‘the perfect fit’.

If we’re hungry we’ll do anything to get something to eat. If we’re tired, we’ll do whatever it takes to get some sleep. And if we need money, well, we get some (read on if you doubt this).

If any of the above fails, it’s because we weren’t hungry enough, tired enough, poor enough, or we’ve lost all hope (hope being the only thing that keeps us going other than our autonomous nervous system).

If you want clients, you need attention. To get attention, you must first find out where and who your clients are. Then you find out if they’re hungry, thirsty, tired, or whatever. And with that, you have somewhere to start.

The rest is relatively easy (ask any successful business). But getting to that point is not.

Watch out for the new series starting next week.


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