Copywriting Tips – Do Not Distract Your Prospects

You know, people have very short attention spans. So the last thing you want to do, when writing a sales page, is give your prospects too much to do or anything that could possibly distract them from your main goal. That main goal is to get them to read your whole copy from the very beginning to the very end and make a purchase…nothing less and nothing more. This article is going to share a personal story and some tips to keep your prospect on your page until the very end.
I was just doing some sales copy for a client and rewriting his existing page. I took a look at the page and in the top right hand corner was a whole bunch of links to login, sign up, ask questions, contact support and so on. Well, no wonder their sales copy wasn’t converting. A prospect gets to their page and the first thing they’re greeted with is a bunch of links. That’s an invitation for a prospect to navigate away from your page. So that is the very first thing I did when I re-wrote the copy. I took the links off the page.
So here is rule number one. Plant it firmly in your brain. When writing sales copy, the only link that should be on your sales page is the “buy now” link at the very end and maybe an email link under that so that the prospect can contact you. And even at that, there are some copywriters who refuse to place even an email link on the page. Of course, if you’re hosting your product through Clickbank, you have no choice. They require it. But still, that link shouldn’t appear until AFTER the “buy now” link. There should be no other links on the page.
Another thing that distracts your prospects is when you place unnecessary graphics on the page. The only graphics that should be on your sales page are your header, if you use a graphical header, photos of yourself, preferably action photos, photos of your testimonials, your product graphics, social proof graphics, and your “buy now” buttons, if you even use them. I mostly use text links. I find they convert better.
Everything that you put on your page that is not directly related to your sales copy, especially links, is a reason for your prospect to become distracted. A distracted prospect is one who most likely will not become a paying customer.
I hope this message is clear. Do NOT distract your prospects.
To YOUR Success