Hello, everyone! I’m Alison Janda Brown, a seasoned copywriter with over twelve years of experience. Today, I want to share a powerful tip to help you create an engaged reader who hangs on to every word in your email marketing and sales pages: Never let your readers predict what’s coming next.
Why is this important, you might ask? Well, the human brain is a curious thing. It craves novelty and excitement. When your writing becomes predictable, your readers’ brains start to disengage, and you risk losing their attention in the blink of an eye. To prevent that from happening, let’s explore how you can infuse unpredictability into your copy.
Avoid Overused Phrases
The first step in crafting unpredictable copy is to steer clear of clichés and overused phrases. Phrases like “a dime a dozen,” “smart cookie,” or “deep dive” have become so familiar that our brains can anticipate the next word. When readers can predict your writing, they’re more likely to skim or, worse, exit your content.
Instead, opt for fresh and original expressions. Think outside the box, and your readers will follow suit. Surprise them with unexpected language choices that ignite their curiosity.
Every Word Should Have a Purpose
Every word and sentence in your copy should serve a purpose. Avoid filler content that doesn’t add value or propel your narrative forward. When readers encounter unnecessary fluff, they sense it immediately, and it erodes their trust in your message.
Ensure that each word contributes to the story you’re telling or the point you’re making. By doing so, you maintain a level of engagement that keeps your audience eagerly reading to discover what happens next.
Craft Unique Narratives
One effective way to keep readers on their toes is by weaving unique narratives. Storytelling is a powerful tool, but when it follows predictable patterns, it loses its allure. Surprise your audience with unexpected twists, unconventional characters, or unusual settings. This will keep them hooked as they yearn to uncover the story’s secrets.
Strive for Originality
Originality is the cornerstone of unpredictability. If your copy feels like it’s been read before, you’re missing out on a golden opportunity to captivate your audience. Be daring and inventive with your writing. Embrace your creativity, and let your unique voice shine through.
In conclusion, the key to keeping your readers engaged and hungry for more is to craft copy that defies expectations. Avoid overused phrases, ensure every word has a purpose, tell unique stories, and prioritize originality. When your readers can’t predict what’s coming, they’ll eagerly journey through your content, one word at a time.
So, go ahead, surprise your reader, and watch as they become a more engaged reader.