The best copywriting in the world won’t work if people don’t read it.
And people won’t read your copy if it looks “hard” to read.
In other words, the structure and visual design of your copy can make it or break it.
Often when I look at an online sales page the headline is too long, or the opening paragraph is too long. Or the first three paragraphs are all too long.
The outcome? The page looks like hard work. The appearance of the first screen of text signals that the reader is going to have to take a deep breath and really concentrate. They are going to have to commit to working their way through the text. Like reading a text book at school.
Sales pages that look like hard work are created by people who misunderstand the nature of people’s attention online.