Understand Your Buyer > Selling Communication Basics > The Inverted Pyramid
What is it?
The Inverted Pyramid describes the need to present the most important information first to seize attention.
Why does it work?
It works because human beings have an 8 second attention span. “Cutting to the chase” as quickly as possible is your best chance of seizing this attention and engaging with your potential client.
How can you use it?
If you want to drive engagement with readers of your content or potential clients, find the most important information (important to your client) and present that first. At Clear Sales Message, we describe this as “selling the destination, not the journey“. This describes the fact that airlines often don’t advertise seats on their airplanes, they advertise the destination. As holiday makers we care first about where we are going and then about how we will get there.
Example:
A copywriter’s website opens with:
“Get persuasive copy that converts visitors into buyers.”
Then follows with:
-
Types of copy offered
-
Industries served
-
Process
-
Testimonials
Why it works:
The biggest benefit – more sales – is presented first. That’s what the client cares about most. Everything else supports and expands on that initial hook. If they’d opened with “I’ve been writing copy for 10 years,” they might lose the reader before they even reach the value.
This is also why airlines lead with:
“Fly to New York from £199”
not
“Spacious seats and warm meals available when you fly with us.”
See also
Like this kind of stuff? Want more?
Then Practical Sales Training™ is for you…
Action focussed, affordable sales training
for entrepreneurs and small business owners.
Brought to you by James Newell