When The Ball Drops, The Copy Stops
Tonight, for hours, people will flood the freezing streets of Time Square in NYC.
Anticipation will fill the air…
Everyone will watch the big ball…
“How much longer?”
“Is it time?”
TV cameras, famous entertainers.
The tension builds and builds until...
At long last…
HAPPY NEW YEAR!
Hurry, scream! Freak out! Kiss your neighbor! Throw confetti.
All the build-up, all the anticipating is suddenly… it’s over.
Great copy is full of this same kind of anticipation. There's tension. There’s an itch to be scratched. Open loops and unfinished stories that keep the reader glued to the letter or video or website.
Its kind of like the copywriter is holding up that big New Year’s Eve ball. Trying to keep the anticipation alive and growing with intensity until the reader can’t help but get their credit card out and sign up for your course or live event or whatever.
As soon as you drop that ball of anticipation… game over… you lost the attention of the crowd.
As soon as the tension’s gone, so is your prospect.
The greatest composer were masters of keeping the tension alive all the way to the bitter end.
In chapter 12 of my new book Symphonic Copywriting, you’ll see how the great virtuoso’s held their audiences spellbound.
Every business that uses words to sell (which, by the way, is every business) needs to hold their prospect’s attention.
To learn how to be a virtuoso attention holder, check out my new book.
It’s not yet available for purchase, but you can download the first 2 chapters for free at this link.
Happy New Year to you all!
And may your copy every be melodic and harmonious!