Eugene Schwartz: “It Is the Copywriter’s Job to…”
Attention in the 21st Century is like light that has passed through a round cut diamond: It is fractured in a thousand directions.
The copywriter’s job is to capture that fractured attention and refocus it on the sales message of the product he is selling.
Eugene Schwartz writes on page 15 of Breakthrough Advertising: “It is the copy writer’s job to force the prospect to read his client’s full story — not just a skimmed version of it.”
Joseph Sugarman advocates a similar approach to ad writing. He says, “The sole purpose of the first sentence in an advertisement is to get you to read the second sentence.” (Advertising Secrets of the Written Word, p. 32)
The purpose of the second sentence is to get you to read the third. And so on.
There’s a lot of time spent making ads more scannable in an effort to appeal to the least-interested prospects.
Why not put more time and effort into fully capturing your prospect’s attention so he can’t help but read your entire sales message?
-Ryan M. Healy
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