... and Skimming ... you're writing e-mail messages or Web site sales letters, you need to know how to hold the ... of ... types of readers. Even the readers that don't *Scanning and Skimming Practices*Whether you're writing e-mail messages or Web site sales letters, you need to know how to hold the attention of different types of readers. Even the readers that don't actually "read."Most readers will either scan, skim, or both, especially when reading online or when reading long pieces. Optimizing the writing on your site for those who scan and those who skim isn't extremely difficult, but it does require an attention to detail.First, let's take a look at what these terms mean.Scanning--involves looking for particular elements, such as headlines, subheadings, and text that is highlighted, bold-faced, or otherwise emphasized. Scanners read only the elements that "stick out," their eyes moving from one attention-grabbing word or phrase to another.Skimming--involves looking over the entire page but only superficially, like a speed-reader. Skimmers may see the same elements that scanners do, but they don't focus that much on anything specific for very long. They glance over all of it, just trying to get the basic idea.Most readers do a combination of scanning and skimming. They might scan a page and find a headline that grabs their attention, then skim the paragraph beneath it. Only when they find something really interesting will they go back and read.Sometimes, the information in the various headings and emphasized text is all the information a visitor needs. In fact, a visitor to a consumer sales site should conceivably be able to make their entire buying decision based solely on the headlines and emphasized text.It's important to note that scanning and skimming isn't something that was created by the Web. (It just seems like it sometimes.) Audiences have been skimming newspaper headlines and flipping through TV channels for quite some time now.*6 Steps for Writing for Scanners and Skimmers*In the Information Overload Age, consumers have grown tired of sales hype and marketing fluff. They're already predisposed to skimming and scanning. Short attention spans and a high level of skepticism are becoming a part of their nature.But all is not lost. Optimizing for scanners and skimmers (and turning them into readers) isn't easy, but you can do it if you take a steady approach and revise carefully. Here's an example of how you can do it:Step 1) Write out the main points of your sales argument (which some will call a sales "pitch," but since I want to persuade rather than "pitch," I look at this process as a kind of debate...hence, a sales argument.) These main points will be your subheadings. List them as a skeleton outline for your piece, and leave space beneath each.Step 2) Below each main point, write down the main words and phrases associated with each point in your argument.Step 3) Start writing the body of the piece. Here, you'll explain everything in full detail. People who read the body of your message want details, so you should provide all the relevant information that you can imagine a potential customer might want to read.Step 4) Take the words and phrases you generated in Step 2 and thread them throughout the body of the message. Make sure they work within the context of the paragraphs (in other words, don't just throw them in anywhere.) Use bold-facing, italics, underlining, or highlights to draw attention to these words or phrases. (Just don't go overboard... too much emphasis can come off as "salesy", and you'll need to only use as much emphasized text as you think your audience will deem credible. An ad for a luxury car won't use as much emphasized text as a sales letter for the latest mail-order kitchen gizmo.)Step 5) Look at all you've written and come up with a headline that ties it all together with a strong, unique benefit. The headline should generate curiosity and target a specific audience. Statistics and testimonials generally make strong headlines by getting attention and establishing credibility, which is important for making a connection with your target audience.Step 6) At this point, you've written your first draft. As you read back through what you have, ask yourself a few questions: Does my headline lead logically to my subheads? Do my subheads lead logically to the emphasized text? Does the emphasized text fit logically into the context of the body? Most importantly, can a visitor make a buying decision based solely on the headings and emphasized text?Sometimes, you'll find that certain elements no longer fit the original argument. Your approach may change. That's okay. Revise until everything flows together and makes sense during the first reading.Never be afraid to go back and rewrite. Always use the strongest material, even if that means deleting half of what you've already written. It's the only way to get your best work.The truth is, most readers won't make it to the body of your message. That's okay--don't expect them to. Not all of them will be right for your offer.You need be able to get your points across with good headlines, subheadings, and emphasized text. If you can do that, you won't have to be afraid of how--or whether--your visitors actually read the entire page. Article Tags: Emphasized Text Source: Free Articles from ArticlesFactory.com .
Top blog stories
A review of Idmobile.com
Idmobile.com offers both pay-as-you-go and contract plans. Pay-as-you-go plans are ideal for customers who don't want to be tied down to a long-term contract, and they can purchase bundles of data, minutes, and texts as and when they need them.
Idmobile.com offers both pay-as-you-go and contract plans. Pay-as-you-go plans are ideal for customers who don't want to be tied down to a long-term contract, and they can purchase bundles of data, minutes, and texts as and when they need them.
AO.co is a trusted expert in TVs, washing machines, clothes dryers and other household appliances. AO.com is one of the largest retailers in the UK and it specializes in electronics, clothes and home furniture.
At Three, we believe phones are good. They just make life better. Easier. And more fun. But
we all need to find a balance that works for us. Our mission is to help our customers use
their phones to live their best lives.
We make your life easier
Since 1992, we’ve been helping customers get the best deal on their dream phone. We firmly believe in giving you the highest quality, for the lowest price. That’s why we work with three of the UK’s leading networks to do all the haggling for you,...
At Halfords, we're all about the journey. With more than 700 stores with over 10,000 colleagues, we're the UK's leading retailer of automotive and cycling products. We are also the leading operator in MOT, tyres, car servicing and car repairs - pleasing more than 750,000 customers every year.
It's important to us that everyone gets great customer service and can enjoy our products, no matter their level of sight. So, if you're blind, partially sighted or struggle to see or read the screen, we’ve a range of features to help you get the most from our products and...
Look iconic, without the hassle— using Nasty Gal discount codes, you can shop your favorite pieces for way less by simply entering one of our promotional codes (of your choice) at the checkout. From delivery offers, to promo deals, we keep ‘em coming, so you always have the offer you...
The Covid-19 has caused the school and universities to shut down around the world creating a major issue in Learning and Education. As this virus spreads through the interaction and if social distanci... The Covid-19 has caused the school and universities to shut down around the world creating a major...
Why its Important to Manage Your Holiday Calendars?
A printable calendar 2021 is a prominent online platform where you download printable calendars of your choice. These calendars can be customized as per our client requirement with photo, text, logo, or any other image. If you are thinking of planning a dream vacation tour with family and kids but...
Flannel sleepwear is without a doubt one of the most popular ladies sleepwear styles. But do you have any idea what it is exactly? What it is made of? Flannel sleepwear is just one of the many ladies sleepwear styles that are popular today. But do you have any idea...
You have to tackle the challenges that face you by adopting and applying things that work well towards the attainment of your personal goals. A habitual development assists you when trying to achieve goals. Article Tags: Personal Goals, Habitual Developments Source: Free Articles from ArticlesFactory.com
What is your main concern when it comes to buying skin care? For many it is knowing what to buy in the first place and do you go for a brand or something cheap? Botanical extracts are all the rage in beauty and skin care products, and for good reason....
There are a vast range of acne products that are available on the market. Obviously you want to be able to ensure that what you buy will help to clear your skin without any harsh side-effects. There are several natural supplements for acne that could help reduce pimples. If you...
Discover the fast, cost affective and long lasting solution to your Cosmetic Dentistry needs. No longer do you need to suffer silently with Teeth that have Worn Enamel or are showing excessive Wear and Tear. Stained Teeth can now also be a thing of the past with the Glamsmile Porcelain...
Women's robes are without a doubt one of the most useful ladies sleepwear styles available today. From refined and worldly to fresh and provocative, there are umpteenth varieties of robes in stock that suit virtually every taste and need. Here we will take a look at some of the more...
For example, most restaurants-especially national franchises have their own website and and allows you to sign up as a member to their website and you get emails that alert you about special deals going on at their restaurant. Source: Free Articles from ArticlesFactory.com
We hear our dentist say Dental Implants and we shiver in fear. This is always due to not understanding the procedure. Once you discover the truth about things such as Technological advances, Procedures required, Time needed for it all and the stunning realistically looking results you will change your mind...
By Anthony Ricigliano - News And Advice by Anthony Ricigliano -- The study of coins, also known as numismatics, has its origins going back to the first exchange of the metal discs for the purpose of commerce. While still hotly debated, its likely that the first coin was minted circa...
These days, there is a great variety of brassiere alternatives. Great styles include everything from full bras and minimizer bras to push up bras and demi cup bras, the choice goes on and on! It can be awe-inspiring trying to determine the different bra styles. The essential thing to bear...
Search topic
Choosing Full Bras
These days, there is a great variety of brassiere alternatives. Great styles include everything from full bras and minimizer bras to push up bras and demi cup bras, the choice goes on and on! It can be awe-inspiring trying to determine the different bra styles. The essential thing to bear...