I don’t know about you, but normally I see myself as simply a copywriter.<\/p>\n
However, in recent years, I’ve seen myself more and more as… “an attention hacker.”<\/strong><\/p>\n You may remember AIDA–attention, interest, desire and action. It’s a copywriting formula that’s stood the test of time.<\/p>\n That\u2019s is, until recently…<\/p>\n Yeah, that’s right. AIDA\u2019s working less and less. And there\u2019s a reason.<\/u><\/strong><\/p>\n I first started noticing this anomaly several years ago, when I was being asked to write these long epic, content-rich article landers.<\/p>\n You see, with information consumption behavior on the Internet these days…<\/p>\n … you can’t just rely on getting someone’s attention ONE TIME at the beginning and then assume it’s there for the rest of your copy.<\/strong><\/p>\n It doesn’t work like that anymore.<\/p>\n AIDA is no longer a linear, sequential process.<\/p>\n Interest does not \u201cfollow\u201d attention.<\/p>\n It’s essential you get AND KEEP attention throughout the entire process.<\/strong><\/p>\n This is admittedly DIFFICULT.<\/p>\n Roughly 10-15% of my actual copywriting efforts is devising ways to keep someone’s attention on what I want them consuming so they don’t get bored.<\/p>\n So that they stay engaged.<\/p>\n Now, let me give you an idea or two I use every day that may help with that…<\/strong><\/p>\n My first go-to attention hacking tool is FORMATTING<\/u><\/strong>.<\/p>\n In most of my work, I format the copy so that I highlight what’s important.<\/p>\n I’ll change the font size, I’ll bold or I’ll underline.<\/p>\n (I rarely italicize because italics can be hard to visually digest.)<\/p>\n We mix these formatting types up so there’s little repetition. We don’t want them falling into a reading rut.<\/p>\n My hope is we’re bolding, underlining or highlighting something in almost every paragraph.<\/p>\n (If there isn’t something worth highlighting in every paragraph, I would question the value of why the paragraph or sentence is there in the first place.)<\/p>\n Now you may ask “How do I know what to highlight?”<\/p>\n And the answer is simple:<\/p>\n You highlight promises, claims and benefits.<\/strong><\/p>\n WIFM<\/p>\n When you pack your communication like Eugene Schwartz, you’ll have promises, claims and benefits oozing from every sentence, every bullet.<\/p>\n The beauty of what you’re doing is that done right, your people reading appreciate the formatting.<\/p>\n How do we know?<\/p>\n Because when you use tools like http:\/\/crazyegg.com you can actually see them consuming the page.<\/p>\n Not only that, but people who appreciate your communication, buy your stuff.<\/p>\n Conversions go up.<\/p>\n Which is kinda the whole point, right?<\/p>\n –Matt<\/p>\n P.S. If you don’t want to use http:\/\/crazyegg.com<\/a>, you can use http:\/\/hotjar.com<\/a> and it’ll do the same thing. It’s free.<\/p>\n","protected":false},"excerpt":{"rendered":" I don’t know about you, but normally I see myself as simply a copywriter. However, in recent years, I’ve seen myself more and more as… “an attention hacker.” You may remember AIDA–attention, interest, desire and action. It’s a copywriting formula that’s stood the test of time. That\u2019s is, until recently… Yeah, that’s right. AIDA\u2019s working […]<\/p>\n","protected":false},"author":3,"featured_media":4883,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[63,298],"tags":[],"acf":[],"_links":{"self":[{"href":"https:\/\/conversiongods.com\/wp-json\/wp\/v2\/posts\/4801"}],"collection":[{"href":"https:\/\/conversiongods.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/conversiongods.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/conversiongods.com\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/conversiongods.com\/wp-json\/wp\/v2\/comments?post=4801"}],"version-history":[{"count":0,"href":"https:\/\/conversiongods.com\/wp-json\/wp\/v2\/posts\/4801\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/conversiongods.com\/wp-json\/wp\/v2\/media\/4883"}],"wp:attachment":[{"href":"https:\/\/conversiongods.com\/wp-json\/wp\/v2\/media?parent=4801"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/conversiongods.com\/wp-json\/wp\/v2\/categories?post=4801"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/conversiongods.com\/wp-json\/wp\/v2\/tags?post=4801"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}