Copy Clinches the Sale

Clearly, a photo grabs the attention of your prospects. But once you have their attention, you must convert that into a sale. That’s where copy comes into play.

Once shoppers are interested in something, and the price is appropriate, they’ll look further to discern if they’re going to buy. One retailing expert calls this the beginning of the slippery slide to buying. Each successive element and word must continue to lead the prospect further down the slippery slide. To do this, each sentence or copy element must work in sequence to move customers to the bottom of the slide — that is, to the ordering process.