I Get Criticized for this ALL the Time

I interrupt people. I know. It’s a horrible habit – which I’ve tried to break. And I’ve apologized over and over.

There is one time, however, that interrupting is a good thing – and that is in business writing. It’s a professional copywriter’s technique called pattern interrupt. And it will dramatically increase the chances of getting your sales letters and proposals read all the way to the end.

Here’s The Idea

When was the last time you listened to the seat belt announcement on an airplane?

Most of us ignore it completely. Couldn’t tell you what was said. If you are used to seeing or reading something a certain way over and over again, you get trained to ignore it.

It’s the same thing in business writing. Readers expect paragraph after paragraph after paragraph. They get bored and go on autopilot. You don’t want that. You want reader’s attention. Break the pattern and insert things like testimonials, sidebars, and callouts throughout your narrative that temporarily interrupts the pattern. I promise it will help keep your readers attention all the way to the end.

P.S. When you’re looking to take the sales performance of your landing pages … squeeze pages … emails … sales letters … ads … websites … videos … content marketing … and other online and offline promotions to the next level … just call me at 917-670-3554 or email me the details to Claire@Clairestoddard.com. No obligation, of course.