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I'm not an American Idol fan.
Ok, so I've never watched an episode. But I do enjoy
watching the try outs for sheer entertainment.
I like watching contestants boogie around aimlessly in
front of the judges with no obvious hope of making the
cut.
They show up, open their mouths and swing their limbs
haphazardly hoping for the best. Well, that's the way
the judges see it anyway with comments like "that
was horribly horrendous" and "good luck Hun"
Where am I going with this?
Well, there's a good chance your promotional materials
do the same. They try their best. But in the end, if they
don't have the ‘WOW’ factor,
their readers dismiss them as second best.
See, when people read a website, their eyes scan the
screen:
Top left, then down, middle and the last and least looked
at area is the bottom right hand corner.
When you have great copy key areas, you have their attention
and you minimize 'scanners'.
You won't grab a ‘scanner’ with slabs of
text.
An expert copywriter makes the most of sub-headings,
indentations, etc. to help draw them in and give your
materials that extra punch. They give the eyes and mind
something different to look at.
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