Quick Copywriting Tip #1: Talk about one thing. The tighter the focus, the better.
It’s almost never a good idea for your website, email or sales page to look like a Kmart newspaper insert. Even if you sell 20 different items, studies have shown that a sales brochure showcasing a retailer’s single most popular item can outproduce a catalog containing everything the retailer sells.
As you may know, I write almost exclusively for the financial sector these days. Time after time, split-run test I’ve worked on show that highlighting one stock, event or investing idea converts better than anything else we’re doing.
This truth translates to every industry I can think of.
Online, you have the ability to create an endless number of pages. You can send as many emails as you want over time. Don’t give in to the feeling you need to cram everything you could possibly say into a single message.
It’s much simpler for a reader/viewer to understand and remember one thing.
It’s much easier for you to create deep emotion and engrossing vision around one thing.
You can drill deeper, uncover more juicy details and valuable benefits if you concentrate on one thing.
Don’t waste that opportunity by flitting superficially from topic to topic.
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Check out all 13 Quick Copywriting Tips.