Conversions Made or Broken by Tempo

Writing copy can be challenging enough without having to worry about abstract concepts such as tempo, but some of these abstract concepts have a very tangible impact on conversion rates.  Learning how to use tempo is important, but learning why you have to use tempo is critical.  Take an example of a car salesperson.  Nearly everyone knows what happens at the end of this process: a series of quick meetings followed by long breaks while the salesperson talks to his or her manager to get approval on a deal.  This temp is done on purpose and it is something to learn from, but why is it done?

Think About It…

See what just happened there?  I ended with a question, a suggestion that you think, and I still haven’t given you the answer.  The tempo here is slow, and it is intentionally different from the tempo of a closing.  Closings are hit or miss events, and so salespeople try to put a handful of them in to see if they get a solid deal before they hit their bottom line.  Before this, however, most salespeople are more than happy to move at a comparatively slow tempo.

How to Apply Tempo From Start to Finish

How does this work when writing copy?  When writing copy you need to consider three major parts: the hook, the body, and the closing.  The hook should be a fairly fast pace item, such as a question or a bold statement:

Do you know why other hair loss products fail?

Quick – can you name the highest rated mutual fund?

These quick tempo-instants need to be followed up with something that quickly transitions the pace back to something sustainable.  After all, an entire article of these kind of comments and/or questions would seem alarmist, and might even send granny into a full-blown coronary.  How about:

Do you know why other hair loss products fail?  Because they don’t have this-and-that…

Quick – can you name the highest rated mutual fund?  If you didn’t say ….

This would be a great time to include a more tag in some cases, but from here the pace should slow down as anyone still with you is now in a mood to learn.  When the pupils are ready, the teacher will appear.  Well, the teacher is ready and waiting in your next paragraphs, but nobody buys from the teacher.  Nobody really wants to buy from that strange looking guy at the used car lot who never seems to change his cheap polyester jacket, but he does close sales.  Why?  Because he knows that after customers have been given all the information that they need, they are now as ready as they will ever be to buy.

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Closing Tempo

Because customers are as primed as they are to buy after being informed, it is time to pick up the pace right about the same time as you ask for the sale.  Start with a gentle ramp-up that includes the wrap-up and continue to build momentum right up until you ask for them to take action.  In cases where multiple calls for action are being used, try punctuating them with very slow paced material, such as thoughtful questions.  Here are two examples:

Because our hair loss cream has this-and-that, it will be able to help cure your male pattern baldness.  If you are ready to stop being ashamed of your head and start living, then you are ready for cool-hair-cream!  Click here to get a free 30-day sample!

And…

Now that you know our mutual fund has consistently performed well, recession or not, for the past two decades, it is up to you.  Pick up the phone and call us now.  Ask yourself what you have to lose by not getting the most successful mutual fund over the last decade.  IF you cannot think of an answer, then you need to give us a call right now.  Still not sure, check out our prospectus again before giving us a call.

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Written by

Chad Weirick is a global traveler, ghostwriter, teacher, and father. His hobbies include reading, languages, mixed martial arts, photography, digital media, blogging, and spending time with his family.