Most people think music is about the notes.
But think about the silence between the notes for a second. Doesn’t the absence of sound complete the composition?
Without the silence, you only hear dozens of notes jostling madly into each other, causing a cacophony. Copywriting is a bit like writing a concerto. You may believe that copywriting is only about words.
If so, you are forgetting about critical, invisible elements that affect whether or not you make a sale.
Most readers skim madly through a sales page. They read the headline, a bit of the first paragraph, and then continue down the page.
Which sections can you, as a copywriter, engineer to decelerate a reader’s pace? Where do they slow down? Where do they stop? When writing a sales page, consider utilizing silent elements that help increase conversions.