ust catching your audience’s attention isn’t enough. You need to also keep that attention throughout the entire sales process. This applies both on a page to page basis, as well as on a paragraph to paragraph basis. This is where transitions come into play.

A transition is something that helps pass attention from one place to another. For example, a transition at the bottom of a page will help keep someone interested until they hit the next page. Having good transitions between pages and within a page are both critical.

Let’s take a look at both of these ideas.

Make Transitions Between Pages Compelling

Whenever you end a page, end it on a cliffhanger. Promise them something exciting and let them know what’s coming up next. Create enough excitement that they won’t get bored and leave as the next page loads (it happens more often than you’d expect.)

The beginning of the next page needs to catch the reader’s attention all over again. The headline needs to be attention catching, and the first sentence of the page needs to promise or hint at what’s to come. You can’t assume that just because someone was reading the last page that they’ll still be captivated on the new page.

The Bucket Brigade: Transitions Between Paragraphs

The Bucket Brigade is a copywriting technique for keeping readers interested between paragraphs. The name comes from firefighting brigades, which had to pass buckets of water in a line, before there were fire hydrants. You need to “pass” attention from paragraph to paragraph in much the same way.

How does it work?

Begin each sentence with something attention catching. For example …

  • What’s shocking about this is …
  • But here’s the important part:
  • Yes! What’s more, ….
  • The story doesn’t end there. …
  • In fact, …

Just adding these kinds of mini-hooks to the beginning of paragraphs can add a lot of spice to an otherwise bland salesletter.

Keep a Swipe File of Good Transitions

Whenever you see a good transition, copy it into your swipe file. If you don’t have a swipe file yet, you can download our transitions swipe file here. A lot of good transitions as well as Bucket Brigade phrases are industry-specific. Whenever you’re reading a competitor’s copy, copy down any good transitions. It’ll make your own copywriting efforts a whole lot easier.

From Email to Email

Transitions also apply from email to email. At the end of every email, “sell” the next email that you’re going to send them. This helps boost the next email’s open rate, as well as trains your audience to eagerly wait for your next message. Just a sentence or two can make a big difference.

That’s transitions, the art of keeping attention. In the next email, you’ll learn how to optimize your page’s design to increase conversions.

Your Assignment

  • Research your competitors to see what types of transitions they use.
  • Pay attention to sales pages you visit to see what phrasing captures your attention.
  • Add these good transitions to the swipe file we provided here.
  • Review your website copy and emails to see where you can add or improve your transitions and implement them.

What We’ve Covered

Day #1: Examine Your Audience and Your Core Offer
Day #2: Optimizing Your Call to Actions
Day #3: Improve Your Lead Forms and Increase Signups
Day #4: Your Headline – Your Page’s Most Important Sentence
Day #5: Keep Attention With Strong Transitions

Coming Up Next

Day #6: Web Design Tips for Better Conversions
Day #7: Reduce Shopping Cart Abandonment by Improving Your Checkout
Day #8: Boost Conversions by Managing Expectation and Relevance
Day #9: Master the Art of Creating Urgency
Day #10: Use Video to Boost Trust and Conversions
Day #11: Add Social Proof to Your Sales Process
Day #12: Accessibility Makes You Real (and Improves Sales)
Day #13: Tailoring Your Guarantee and Return Policy
Day #14: Getting Started With A/B Split Testing
Day #15: More Ideas for Better Conversions