Hey Ernie,
Yeah, a lot of people (most people?) do tend to skim pages before deciding if it’s worth reading. (Time is valuable so we don’t want to waste it on useless info)
If I had to put my initial answer into one word. That word would be “sub-headlines.” (is that one word? Well, I hyphenated it, so now it’s one
)
Sub-headlines are just like regular headlines, scattered throughout your copy.
Ideally, each of your sub-heads should stand out (you can make it bold? or a different font or color? etc.) so it catches your readers attention, just like the main headline. And, the sub-headline should give a compelling explanation of what that particular section of copy is about.
The idea is… when someone skims your copy, and they see a sub-headl it should get them to think, “hey, this is interesting,” and it should make them want to stop and read the next few lines of copy.
If you can get them to do that a couple times, then many people will go back and read your entire page. Because now they believe it’s worth their time.
Another thing that helps (especially on the web) is white-space
^^^Note: this is a sub-headline telling you what this next section is about^^^
Basically, white space just means leaving a bit of blank space between sentences, and paragraphs, so when someone skims your page it doesn’t look like one huge page of “hard to read” text.
Also, on the web… A few scattered pictures don’t hurt either. (just to break the copy up a bit) Just make sure the pictures are relevant to your message.
Hope this helps.
All the best,
SAR
P.S. One last thing… If it’s a full page sales letter, then a P.S. is almost always a good idea.
Studies have shown (along with my own personal experience over the last couple decades) that most people will read your P.S.
Often because they believe that’s where important info might be waiting. Or they’re just anxious to know what the conclusion of the message looks like (could have something to do with fast-tracking the Zeigarnik effect?)
So it’s a good idea to “put something important in your P.S.” Usually a summary of your entire offer. That way, whether they read your entire letter, or just skip to the P.S. you can sum up, and re-inforce your message. And if your P.S. is worthy, they might go back and read your entire page.
Either way, the P.S almost always gets read (if you need proof, just consider the fact that you’re reading “this” P.S. right now
)