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To get them to start reading, we use devices to capture their attention. One of those devices is the headline. That’s what gets their attention initially to get them to read the rest of the ad, copy, or sales page. The next devices are the subheads, the smaller headlines throughout the copy that telegraph the message of your sales copy. The third device we use to get people to stop skimming, scanning, and scrolling—and start reading—are bullet points.
How to Write Copy That Sells
Ray Edwards
We want to answer all of their concerns before they can even think of them.
The Halbert Copywriting Method Part III
Bond Halbert
Your goal is to cause consumers to become so closely associated with the product’s image that it almost becomes a part of their own identity; thus, you’re “morphing” their ego to fit your product. By representing your product through carefully chosen images and personalities, you can persuade your prospects that, by purchasing or using your wares, they’ll immediately become associated with these images and attitudes.
Ca$hvertising
Drew Eric Whitman
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