Attention Grabbing Phrases
In this article, we will think about what it means to create attention grabbing phrases. Instead of restricting the class of these phrases to headlines or sentences like in my previous article, we will think about different items we might include in the body of a large piece of copy.
The types of phrases we will consider will range from pieces of copy designed to encourage people to read further to pieces of copy that are designed to encourage people to think harder and to reconsider their goals.
Ultimately, all of these pieces can be used to construct a good salesletter and to convert visitors into buyers.
Attention Grabbing Phrases to Get Your Reader’s Attention
The acronym AIDA is used to used to instruct novice copywriters on how to do things right. The first component of AIDA is “attention.” This means that any good salespage should start by grabbing the attention of readers.
Don’t allow them to drift away from your product before they ever get the chance to consider its features and benefits. Instead, grab their attention using some of the winning phrases below:
- Are you ready to give up on your old ways? Are you ready to try something new? If you’re ready to learn, I’m willing to teach.
- Find out how you can transform your failing business model into a veritable powerhouse of profit-generation.
- If you want to lose weight, you’ve come to the right place. People in our program have lost as much as 50 pounds in only 2 months.
- Are you ready to cut your car insurance payments by as much as 50%? Read on to find out how our 10-step system can help you do that, no matter who your insurer is.
- Do you want to triple your income in less than one year? It’s possible and I’m going to teach you how. So don’t go anywhere.
- Attention: I’m not selling anything. I’m only giving away things for free. If you wanted to spend money, go somewhere else. If you want to sign-up to receive completely free information, skip down to the sign-up form below. You’ll be glad you did.
- Warning: Reading further might lead you to realize how flawed your current business plan is. If you want to cling to the mistakes you’ve made for years, don’t read further. If you want to change your business and move forward, continue.
- Breaking News: New marketing strategy revolutionizes how Internet business is done. If you want to get in on this wave of progress and profitability, read further.
In short, your goal should be to grab the attention of your readers. While the headline is also intended to accomplish this goal, it is often not sufficient to get the job done. And this is precisely where “attention grabbers” come in:
You can use a subheading or a short paragraph of copy to try to draw readers in further. Your goal in this paragraph should be to state some benefit or feature.
In the examples above, we’ve considered various strategies for employing an attention grabber. One type of strategy started the sentence with “breaking news” or “attention” or “warning.” It may seem ridiculous to do something like this, but in many cases, it will work—even if the readers see it as somewhat silly.
In addition to including the trigger words, we have also employed other strategies. Some of these are similar to what we talked about for headlines in a previous article.
That is, they focused on using one of the headline-writing approaches to draw in readers, such as the direct approach or the controversial approach, but expanded the piece of copy to turn it into a full paragraph of copy.
In the next section, we will talk about the “I” part of AIDA.
Attention Grabbing Phrases to Generate Reader Interest
The next component of AIDA is “interest.” That is, once you have captured the attention of your reader, so that they will simply stay on the page, you will need to start working to get them interested in your product or service.
In contrast to what many people think, capturing interest is very different from grabbing attention. That is, your goal should not be to simply say something provocative or clever, but should be to provide tangible, desirable benefits that individuals will want.
Another challenge for writing this part of the copy is that your “attention” portion, if done correctly, will have grabbed the attention of all different types of individuals. Thus, stating one benefit or feature—and focusing on it alone—is likely to lose many of those individuals.
For this reason, you should attempt to provide half a dozen benefits in the form of bullet points, rather than just 1-2. We will adopt this style in the list of examples below:
i. Example Product: a book on how to improve your golf swing.
*Shave five strokes off your golf swing in one month.
*Impress your boss and clients by improving your golf game.
*Add 20% to the distance of your drive.
*Find out how improving your form and stance can reduce dozens of strokes off of your game.
*Learn the secret about following-through that all pro golfers know, but you probably don’t.
ii. Example Product: a guide for creating aquariums
*Learn how to populate your aquarium with the right mix of fish.
*Save as much as $200 on the materials you’ll need to create a beautiful and fascinating aquarium.
*This one tip can save you dozens of hours in aquarium cleaning time.
*Impress all of your friends with a beautiful setup that they’ll never have seen before.
iii. Example Product: a subscription site for Internet marketers.
*Triple your profits in two months.
*Learn the one trick that could make you a millionaire by the end of the month.
*New content each week that will help you understand what industry insiders do—not what they tell you to do.
*Bonus video and audio content on a weekly basis.
*Free consultations with me and members of my staff.
*Guest interviews with legendary marketers and Internet marketers.
*A forum where you can communicate freely with me and other members.
*Make more money faster, so that you can spend more of your free time with friends and family members.
iv. Example Product: an exercise routine and diet.
*Start losing weight tonight.
*If a sacrifice is too painful, you won’t make it. Learn how to lose weight without making too many sacrifices.
*These 10 light exercises can help you to trim inches off of your waistline in a matter of weeks.
*15 recipes that will allow you to perform meaningful portion control without feeling hungry after each meal.
*Learn 5 tips to help your spouse and your children to live a healthier lifestyle along with you.
*Learn a simple strategy that will force you back on your diet and exercise routine whenever you slip up.
And there you have it: four examples you can use to learn how to craft statements that will generate “interest” in your product. There are several things that each of these examples have in common that you should notice.
First, each of these examples consists of bullet points. This is no accident. When it comes to capturing the interest of your readers, you will want to provide a number of short, direct, benefits that readers can consider.
Offering only 1-2 reasons dispersed over a paragraph or two will lose a lot of readers. This is why bullet points work so well.
Another thing to notice is that we’ve typically focused on benefits, rather than features. The difference is that benefits communicate what is good about features.
That is, having a more effective product isn’t simply good because it is effective, but it is good because it will allow you to earn more money, which will allow you to spend more time with your family.
In short, use bullet points and focus on benefits, rather than features. If you do these two things and connect them to your product and to your prospective customers, your interest section should work well.
Winning Call to Action Phrases
In the previous section, we started talking about the AIDA method for copywriting. AIDA stands for Attention, Interest, Desire, and Action. In the previous section, we talked about the attention and interest components. In this section, we will briefly go over the action portion.
So what is the “action” portion of AIDA? It is the “call to action” that you see in a salesletter. Usually, it is a short phrase that urges you to take action now. If you don’t, it claims, you will miss out on an important opportunity.
So why are these calls to action so important? Because they appear to work quite well. When we compare the results from a salesletter that has great copy, but does not prompt people to take action with an identical salesletter that does prompt them to take action, we see big differences in the conversion rates.
Subtle Calls to Action
One class of calls to action is subtle; it doesn’t beat people over the head, yelling “buy my product now.” Instead, it provides a gentle nudge that is intended to push them in the right direction.
These calls to action are frequently used on blogs and in articles, as well as in salesletters and on squeeze pages (although, less frequently). Below, we’ll consider some subtle calls to action that you might consider using after some modification:
i. At this point, you’ve heard everything I have to say. You know what I’m selling. And you know whether or not you need it. So this is all I will leave you with: if it is the right decision, make it. Click the button below and give yourself the wonderful opportunity to get out of your rut, change your life, and get on a path towards freedom. Don’t let inertia prevent you from truly improving your life!
ii. You’ve been in a rut for years. You’ve pushed hard to break through, but ultimately, you’ve made little progress. Today, I’m offering you a break. I’m telling you how you can finally change everything you’ve struggled with thus far. So take my offer. Give yourself a break and move forward.
iii. Have you ever wondered what it might be like to spend a day in someone else’s shoes? Someone who was successful and respected in your industry? Someone whose success you hoped you could one day emulate? Well, you can. And you know exactly how. So stop wasting your time and make the right decision.
Motivational Calls to Action
In contrast to both “subtle” and “direct” calls to action, the motivational call to action focuses on convincing an individual that they should think more about an idea or a type of product. It doesn’t have to be your idea or your product.
But it does have to influence them in a way that will make them more likely to buy. Consider the following examples of “motivational calls to action”:
i. If you want to have more time to spend with your family, more money to spend on them, and more relaxing lifestyle, then you need to take action. You need to change your life for the better. So, from here on out, figuring out what to do next and how to do it is entirely up to you.
ii. No matter how low you feel right now, you know that you have the capabilities and the talent to rise up. To become a better person.To become a stronger person. To change your life. I’m telling you now: whether you do it through my product or though someone else’s product, or through your own system, start taking action now. Don’t wait for things to change. Change them yourself!
iii. If you take nothing else away from this information, let it be this: it’s time to get motivated and to make changes. You’ve stuck with me and listened to my message for this long because you know what you need to make changes. So stop delaying them. No matter how you do it, take action now.
Direct Calls to Action
In contrast to the previous calls to action, direct calls to action are exactly that: direct. They’re brief, focused, and unyielding. They tell the reader in no uncertain terms that the next thing they need to do is buy—not think.
And if they don’t, they’ll definitely regret it. Below, we’ll consider some calls to action that do exactly this:
i. After everything you’ve read, you know this is the right choice. The only thing left to do is buy. So stop pondering, stop stewing, stop debating. And just buy. Click the button below.
ii. I’m not going to tell you this is a one-time offer. And that you’ll never see it again. That would be a lie. But what isn’t a lie is that if you pass up this offer it’s another day you lose money. So stop debating and click the button below. If you’re not satisfied, you can always get a full refund.
iii. We’ve said all there is to say. We’ve talked about all of the benefits and the features. You know this is the right choice, so buy now. Click the button below.
iv. The time for you to buy has come. Stop debating, stop mulling over the options, and stop preventing yourself from moving forward. If you’re not completely satisfied with my product, I will give you a full refund. That’s right: I’ll shoulder all of the risk and allow you to make the purchase risk-free. So get moving. Buy now.
v. It’s time to move forward. It is time to achieve everything that life offers you. Stop second-guessing yourself and stop denying yourself
opportunities. Click the button below to improve your life, get closer to your goals, and get closer to who you someday want to be.
And there you have it: five ways to strongly encourage people to buy. In your own work, you will want to tailor the details to fit your product and your customer base. But the idea remains the same: tell them to buy and explain the consequences if they don’t.
Additionally, where applicable, explain to them precisely what they will lose out on if they choose not to buy.
Attention Grabbing Phrases Conclusion
In addition to using “attention grabbing phrases” in copy in various places, these phrases play an important role in everyday writing.
For instance, when you’re posting on forums or sending out newsletters to subscribers, attention grabbing phrases can be the difference between inspiring people to take action and to buy from you—or allowing your posts to slip by unnoticed.