[ Are you pitching your prospects with roadkill? ]
Nearly drove into the back of a lorry last week.
Now wait a minute here. Before you start thinking about how careless I am on the road let me be clear. I’ve only been on one road accident while on the wheel. Only reason this particular incident stood out was because I only took my eyes off the road for a mere second to look a cute girl I drove past.
Next thing you know I’m slamming the breaks and doing an (almost) emergency stop right behind a massive cargo truck.
I swear if I didn’t react on time I’d be another highway death statistic right now.
And that’s no the worst pat… this momentary lack of attention is fairly common in copy. In fact, it’s a real deal breaker when you’re trying to carry forward a pitch.
The moment you’ve lost your reader’s attention span or focus, he’s going to toss your ad to the side. Don’t expect him to be picking it up any time soon.
The key here, is to keep your eyes on the goal.
Your copy must have one goal, and one idea behind it.
Losing sight of the goal and going on pointless tangents kills the reader’s attention span and murders the sale. Turning the piece of copy into a steaming hunk ‘o roadkill.
And nobody is going to buy from roadkill.
However, if you want me to make sure your copy keeps it’s eyes on the goal. And doesn’t plow headfirst into major profit killer, then contact me over at:
Or reach me via my email at:
Till the next wave of madness…