With so much competition for the visitor’s eye, you only have one shot at getting their attention and keep it for an entire ad. In this video tutorial, Mike Duquet provides insight into how people read online and how you can keep them engaged past the main headline. He also explains the "F-pattern" and "Z-pattern".
- Effective online ad and sales copy…is about telling a story…or describing your offering…over the course of a section or a page.…Now, first off, let's get this out of the way.…Stop designing your online ad campaigns…the same way as your print ads.…The web isn't print, print isn't web.…Online ad copy demands clarity of message…and an easily understandable progression.…Simply put, clever online that make you work…won't do as well as those that are…simple and easy to follow.…While your full-page newspaper ad might look beautiful…and really create that wow impression to someone at a cafe,…if you try creating a webpage…with just a few words and branding,…you'll more than likely get a reader…who is left wondering, okay, now what?…While online readers might have…different expectations than print readers,…in general, their eyes tend to behave the same.…
The F-pattern is how most people tend to read a website.…That's right, it's basically the same as you'd read a book.…People tend to start at the top, then go right,…down a line, to the right, and so on,…
- Describe how to keep content relevant.
- Recognize the importance of carefully choosing grammar and syntax.
- Cite ways to improve the chances of acquiring new customers in your ads.
- Differentiate between website ad copy and social media ad copy.
- Explain the value of customer personas.
- Name the ways in which content marketing differs from traditional advertising.