Somehow I always knew what a good slippery slope was. But I never really verbalised it.
Until I came across it in Joseph Sugarman’s book: The Adweek Copywriting Handbook.
There he goes on explaining how you can lure in the reader with an easy start. So compelling, they cannot stop reading until they read your whole offer.
We will see some examples on this. Onward.
He mentions it multiple times, on how you should start your copy with a short sentence.
Just for the sake of starting to read. Then another sentence. A little longer one.
The same way you should structure your headline.
One eyecatching BIG headline.
Which gets further explained by a subheadline.
So the reader knows what is awaiting him.
You want to make an impact if you want your copywriting to convert.
Hence, your readers have to read your copy until your CTA (call to action).
Every new sentence propels the reader to the next sentence or the next subsection.
And this is very important. It is merely about reading the next sentence.
No big fluff.
This way your text is riveting the attention of your reader. He moves on in rapt attention.
Lets look at a good example:
Do you see how the headline catches attention? BIG typography and very concise.
It tells you exactly so much, to continue reading. To take the ad into your hand.
It starts with “Oops! We goofed”. So many interpretations for this.
So you read on: “(Will you excuse us, please)”. You still don’t know what the textis about.
But you already started. And the likelihood to continue reading soars.
And so it goes. Variablity in type size and sentence length. Just enough crackers to read on.
Here is another great example, which clearly visualizes this concept:
Your eye is clearly led from title to title.
After “Everyone scans!” the section clearly addresses the headline with “You see, everyone *scans*”.
You know you are at the right place. And bump right into the next title.
After this statement being reaffirmed, the reader wants to find out more.
So, which pattern can you follow?
As always, there isn’t a 100% rule you should follow. Because it can get boring otherwise.
But here I give you a structure you can refer to:
- Headline: Big, bold, captivating. It tucks right into the subheadline.
- Image: It should spark interest. Standalone or strengthening the headline claim.
- Subheading: The subheading connects your headline with your copy beginning.
- Copy Beginning: The first few sentences must compel the reader so he will read on.
- Remaining Copy: Keep it light. Give some additional subheadings, so your reader can orient. Be interesting and remember what your CTA is.
- Call to action: Your CTA leads to the action your reader should take.
Like the following from VideoFruit. I specifically like the phrase “If so, you need an email list.”
Is the slippery slide in copywriting just about an ad or web page?
You guessed it right.
You can even structure your marketing funnel in this specific way.
For instance, you create and distribute numerous pieces of content across platforms like Google, LinkedIn, X and Meta.
Individuals encounter your content and become curious about your brand.
Your customers enter your funnel.
Your customers ascend your slippery slope.
Your customers occasionally interact and engage.
Your customers continue down the slippery slope.
And some of them eventually purchases from you.
Happy sliding!
