Writing Scannable Content Helps Hook Readers

People are constantly bombarded with blog content these days, and it's a real challenge to write copy that stands out from the rest. In order to understand how to turn content skimmers into actual readers, it's important to understand how busy people are processing all of the information that presents itself through emails, social media, and websites all day, every day.  

Set The Hook

  Obviously, the first step is to present your content in a way that gets readers to give it a chance. You do this with titles and email subjects that accurately offer the reader something they want. It's easy to write enticing titles, but if those titles turn out to be misleading or over-promising, people will quickly stop reacting to anything you send them. Sensationalistic titles that misrepresent the content break the reader's trust, and you may never get a second chance to win that trust back.  

Make Bite-Sized Chunks

  When you succeed in attracting readers to open your content and they're met with the sight of a page that's solid text, you're going to see a huge bounce rate for that page. People are skimming to determine whether or not a page's content merits their time and effort, so writing scannable content is a must.  

• Short, Tight Copy - Overall, the content on a single web page should fall into the range of 400-600 words. On most computer browsers (as opposed to mobile browsers), this allows the readers to see all or most of the page's text without scrolling. It also shows that you respect their time enough to keep your message brief.

 

• Subheads - Breaking your message into short segments with subtitles helps the reader understand the flow of the message at a glance. Even if the reader is in a hurry, they'll come away from skimming your page with the major points of your message, so you've still provided them value for their time.

 

• Bulleted Lists - Laying your message out in a logical manner with bulleted lists helps the reader absorb even more information in a short time, and it provides valuable white space on your page, which makes your copy seem more approachable and less overwhelming than a page written in large blocks of text.

 

Include Easter Eggs

  Ultimately, you want people to respond to your content by spending more time on your site, reading your content thoroughly, clicking through to more of your posts, and converting. Embedding links to additional, related content on your site creates a treasure hunt-type feel. Again, use anchor text that accurately represents the linked content, and don't break their trust with a wild goose chase of a link that has nothing to do with what they're interested in reading about.  

Is Your Website Content Converting Skimmers?

  If you'd like to see your company's web content bring better results, Design & Promote can help. Writing scannable content that drives conversion is our primary focus. Contact us for a complimentary website audit and we'll help you create content that builds your reputation as a valuable and authoritative source in your field.      

This subsequent blog post Writing Scannable Content Helps Hook Readers was originally published on Design and Promote Naperville

Are Your Email Subject Lines A Fast Track To The Trash Folder?

          Email marketing is a fiercely competitive field, and one whose trends shift continually. Yesterday's hottest trends and most clever ideas in email subject lines are today's sure-fire tickets to your recipients' trash folders. For example, writing too-long subject lines, like the title of this post, which most email clients would display as "Are Your Email Subject Lines…" Writing email subject lines that people will actually open requires creativity, but it also requires authenticity and continually fresh copy on your part. The following types of failing email subject lines were pulled from actual emails sent by business-to-business marketers.  

• Fluffy Promises - Writing a subject line that allows the recipient to assume she knows what you're going to say without actually reading your content is one of the most common ways to go wrong. "These 3 Things Will Help You Lose Weight Now," for example. Most readers are going to look at that and think, "So, I should eat less, exercise more, and buy whatever expensive diet supplement you're selling? Got it. Next email." It doesn't matter what your email actually says, because you've invited the recipient to assume that they already know it.

 

• Emojis & Emoticons - As email-marketing tactics evolve, so do those of spammers, and those of email client developers and network security specialists. Most business email servers and clients will automatically filter out messages that include emoticons and emojis in their subject lines, even if the sender is on their approved list. In some cases, the recipient will never see those messages because they'll go straight to Trash, and in other cases, they'll be captured in a Spam folder to rot in shame.

 

• Fake Apologies - Sending out emails that offer an apology in their subject line really need to contain a genuine apology for a genuine problem. The first time your email list recipients open an email from you under the subject line, "We're So Sorry," and the contents go on to say that you're sorry this hot deal can't last forever; they're going to stop opening your email messages. It's a lame trick that will leave people with the impression that you think they're stupid.

 

• Asking For Favors - "Do Me A Small Favor" sounds like the email subject line for a charity appeal at best, and a XXX-rated website a worst. If someone has signed up for your B2B mailing list, they've done so because you've offered them information they can use, not to do you favors.

 

• Mystery Marketing - Strictly speaking, mystery marketing involves building hype for a product that is yet to be revealed. In email marketing, there are several variants and tangents, which are painfully ineffective, such as the Red Herring and Much Ado About Nothing. One recent example of the Red Herring is an email from a telecomm company, under the subject line, "Do you like puppies." The email's content had nothing whatsoever to do with puppies; dogs have surprisingly little use for telecomm services. Nearly every email box in existence is filled with examples of Much Ado About Nothing. "Push your income over the 6-figure mark," exclaims an email advertising printer ink.

  Email Subject Lines That People Will Actually Open If your email-marketing program needs a boost, well-crafted email subject lines will increase your success rate significantly. Contact Design & Promote for a consultation and evaluation, and we'll help you create marketing emails that people actually read!      

The subsequent article Are Your Email Subject Lines A Fast Track To The Trash Folder? was first viewed at Design & Promote Website Design and SEO Services