Welcome to your reader's brain. If you're going to make some sort of impression there, you'll want to know what you're up against. At first glance, you may think you've stumbled into an overloaded antique store. Every shelf is already crammed with stuff, some of it useful, some questionable, some so utterly irrelevant you wonder who would ever buy such a thing.
So how do you get through in such an environment? By increasing your Speed of Relevance™ (SOR™). Understand that your reader’s mind is already full. So your copywriting has to be relevant enough to replace something already there. Your content has to be carefully selected, and your tone properly tuned to win a place in that already overcrowded noggin. That’s what SOR is all about.
Post new comment