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E-Marketing Performance Blog

Copywriting Tip: Don’t be Top Heavy

Yeah, yeah, you need to start your copy with a catch, an attention grabber. We know this, but what about those readers who need a little more than a catchy headline?

Think of the last time you read a novel or even a short story. It started off great and you’re reading along, thinking how great the story is going to be. Then it happens. Nothing. The ending can’t even be called an ending. It just wraps everything up too quickly and skims over the resolution part. You sit, dumbfounded, thinking, “Well how the hell did they manage to fix that one?” Then you feel like a dumb ass, “Maybe I missed something?”

Don’t let your reader drown!

The same problem can occur in your copy if you throw everything into the first paragraph. Then you have nothing else to say. So stop! Don’t go any further. You’ve covered the material you need to, so don’t bore your reader to a slobbering slumber.

Keep it short, keep it simple, and most importantly, keep it freshly relevant to the end.

Max Speed

If the Pole Position Marketing team had a muse—and it does—it would be Max Speed. We love Max’s occasionally off-color, usually amusing and always pointed “Maxisms.” (Maybe “Maxims” would be a better word.) Max gives voice to some of the things we think but, bound by professional decorum, aren’t permitted to say. At least, not out loud.

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