Picture your ideal customer deciding where to spend his or her time and energy. They want something good for even a small time investment. Your headline, emphasizing value, gets their attention. They invest a click and continue reading.
That is the ideal scenario. But once your customer has clicked through to your full content, that’s when the real battle begins. How do you make it so impactful that not only do they read the whole thing, but they actually stay on your page and continue through the funnel?
Tip #1. Never bury the lead
We all know abstractly that people are busy, with a lot of other content competing for their attention. But when it comes time for pen to hit paper (or fingers to tap keys), many marketers don’t know where to begin.
There’s no need to be mysterious — tell them why they’re here and why they should stay. For example:
Why you’re here: You’re trying to find some marketing content motivation and/or tips.
Why you should stay: I have four additional tips coming (and boy are they good!), honed from years of writing over 2,000 pieces of (mostly) successful content for MarketingSherpa.