First Impressions Count
No matter the medium, invest extra time into polishing the first paragraph of copy. That’s where you have to convince readers to continue reading.
Are you making them interested in what you have to say? Is the copy compelling? Does it pique readers’ interest?
If not, people will not be encouraged to read the rest of your webpage, document, or e-mail, and they’ll move on to something else.
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Whenever you are preparing communications geared toward your customers, try to put yourselves in their shoes.
If they are searching online for your goods or services, what words would they use? What language can you use to appeal to them? Are they familiar with the jargon you are using, or should you be using simpler, more common words?
Use a web analytics tool, such as Google Analytics (which is free!), to see what words and phrases your customers are using to find you. You can also look at your on-site search engine to get clues about what they are looking for.
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