How long do Internet users stay on a web page? Is this average time enough for your website to fulfil its goal? Probably not. Most people stay on a page less than 15 seconds. You should use these seconds wisely to capture someone’s attention and keep them on your website. If you don’t get their attention in that short period, you have probably lost them for good. The more of the post your visitor reads, the more likely he/she is to come back. Those that stay on a post for three minutes are two times more likely to visit the page again than those who read it for one minute only. Luckily, good copywriting is both an art and a science that can be learnt. If copywriting isn’t embedded in your genes, try using some of the many formulas and tricks available to improve the quality of your content.
The PAPA formula can help a lot. It stands for Problem, Advantages (of resolving the problem), Proof (that you are able to solve the problem), and Action. First, present the problem – your customers’ needs or issues (e.g. excess weight). Next, you describe the advantages or reasons for fixing the problem (health benefits, better looks, etc.). Then, offer proof that your product can solve their problem (thousands of people have already used it and lost 20 pounds in 2 months). Finally, you should seal the deal with an action you want them to do, like subscribing, watching a video or clicking the call-to-action button.
Another useful method is the 4Ps formula – Problem, Promise, Proof and Proposal. The procedure starts like PAPA, with presenting the problem (excess weight). Next, you make a promise that you can solve the problem at hand (with our help you can lose 20 pounds in 2 months). Then, you provide the proof that you actually solved the problem before (positive reviews and testimonials). Finally, you offer a proposal to help them (don’t wait until it’s too late – get your health and body back now).
AIDA is yet another simple and valuable formula you can use. It stands for Attention, Interest (new or unusual info), Desire and Action. Start by catching your readers’ attention and taking them out of their monotonous lives (lose weight fast and easy). Then, occupy their mind with curiosity-developing or fresh info (a new and improved way of efficiently losing weight). Next, make them want what you have to offer (enjoy special programs, meal plans, support, etc.). Finally, ask them to do an action you want them to.
Using copywriting formulas, powerful language, being concise and developing your unique style is the key to becoming a successful writer. Even if you still haven’t found your style make sure to stick to some basics and use verified methods and the rest will come gradually.