Readers,
when deciding upon a book,
usually go from broad information
to detailed information.
They look at the cover,
a single image giving them
a feel for the story.
If they like the cover,
they read the back cover blurb,
a 150 word description of the story.
If they like that,
they’ll read an excerpt,
4 or 5 pages of the book.
If they like the except,
they usually buy.
The thing is…
if I give readers the excerpt first,
most people won’t read it.
It is too much,
too big of a time investment
in a story
they might not like.
This is the same
for website content.
David Langton,
President of
Langton Creative Group,
shares
“Even though
you have endless space online,
your reader may actually spend
less time reading online.
So you should strive
to write copy
that is succinct and tailored
to the needs of a reader
who wants to glimpse content
and spend less time
bogged down in details.
You can craft your messages
with links to longer content
in what we call “progressive disclosure.”
The key is to let the reader
choose to read more.”
Don’t give casual visitors
detailed information.
Reel them in,
layer by layer.