It starts in an office building.
A couple of goons wearing clown masks make their way from the building to a neighboring rooftop.
On ground level, three other goons are in a car, two are talking about the guy who hired them for this ‘job.’
Goon 1 says to goon 2, “I know why they call him The Joker.”
Then we move to the top of a roof where two other goons are breaking into the building.
Goon 3 picks up the conversation and says to goon 4, “So why do they call him the joker?”
Next thing you know the action and dialogue has taken us right into the middle of a bank heist.
We’ve seamlessly been moved deeper into the world of the movie
From an office building, to a rooftop, to the inside of a car, and then into a bank. Just by linking the shots and dialogue, we’re set on the filmmaker’s journey.
This opening sequence to Christopher Nolan’s second installment of his Batman trilogy, The Dark Night, provides an excellent visual example of a tool you’ll find mighty powerful when writing blog posts, emails, or other copy. It’s called a connector.
What’s a connector?
Well, back up a bit because you just saw one. Notice how the last sentence of the last paragraph mentions a connector. Then the sub-head picks up that idea and then leads you to the next paragraph.
Whether you’ve planned to or not, you’re already reading deep into this article.
Pretty cool, huh? Now just think, what would happen if your copy moves your people along just like this?
It’s the same type of journey you want to create for your readers
Once they start reading, you take them exactly where you want them to go. They start with your headline, then from the first word to the next. Move to your sub-head. Paragraph to paragraph.
Next thing they know they’ve read all your copy and they’re signing up for your offer or clicking on the buy now button. And connectors work in all your writing. Whether it be an email, article, or sales letter.
But are connectors really that important?
Let’s answer that question, with a question. Have you ever started reading an article but then just stopped? Connectors help you make sure the reader doesn’t stop. Connectors keep them reading.
And we know what happens when people keep reading…
You get a chance to educate about your product, service, or idea. And the more your readers know, the easier it is to get them on board with your idea. So remember, connectors keep people moving through your copy. Bringing them to the destination you’ve decided.
Here’s what you can do now
Review your email, article, or sales letter. Look to see how you can link one paragraph to the next. Then notice how much easier it is to read.
Without much effort at all, you just might find The Dark Knight has saved the day, again!
And if you’re still wondering why they call him The Joker? Don’t rent, buy the movie. You’ll want to watch it more than once. 🙂
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Thanks for reading.
Image via fanpop.