As a marketer, you want your written words to engage your audience’s imagination and keep them wanting more …
There’s no more powerful a punctuation tool to do this job than the ellipsis. But knowing how to use an ellipsis properly is, of course, the key to its power.
An ellipsis is that set of three periods — no spaces in between them but with a space before and after the set of three — that indicates an omission in a direct quote. It also has come to signify a pause or a sudden transition from one topic to another.
In verbal conversation, its equivalent would be the dramatic pregnant pause or the rolling hand wave that signifies there’s more to the story than you’re telling right now.
In sales and marketing copy, the ellipsis is powerful because it draws the reader in. We want to know what will be revealed next, so we keep reading …
It’s like the cliffhanger to your favorite TV series. You’re left wondering what will happen, so you’ll tune in to the next episode to find out.
With an ellipsis, your reader is left wondering what’s next, so they keep reading to find out.
Where to Use an Ellipsis in Your Sales and Marketing Copy
Elllipses in Email Subject Lines
Wow! You won’t believe …
Checking in …
Quick question …
The job of your email subject line is to get the email opened. To create enough intrigue and interest that your reader is compelled to find out what you have to say …
The ellipsis helps accomplish this goal.
Ellipses in Headlines
Just as the email subject line’s job is to get the email opened, the headline’s job is to capture the reader’s interest and get him to read the opening line of your sales letter, promotion, or other piece of content.
The ellipsis creates a sense of a cliffhanger, a dramatic pause, and it visually draws the reader into the body of your content.
Ellipses for Transitions
While an ellipsis works extremely well in email subject lines and headlines, it also is effective when used throughout the body copy of your promotion or content, especially in transitions.
Let me explain …
Imagine …
Remember …
These types of transitions draw your reader forward and keep her engaged in your copy.
Ellipses for Dramatic Pauses
The examples I’ve given so far use an ellipsis at the end of a line of copy. Like so …
But you can also use an ellipsis to create a dramatic pause in the middle of a sentence … like this. Using an ellipsis in this manner grabs your reader’s attention and tells him that what’s coming next is important.
Using an ellipsis for dramatic pause also makes your copy much more conversational, which is a good thing. Conversational copy builds the relationship between you and your readers … leading to higher conversion rates and more profit for you!
A Warning …
One of my early copywriting mentors, email copy guru Jay White, encouraged me to use ellipses liberally throughout my copy. I worried about overusing them, but he assured me that they worked and told me to use them often.
He was right, of course, but …
If the ellipses become distracting or make your copy hard to read, get rid of them immediately! The whole point is to create an engaging reading experience, not a frustrating one.
A frustrated reader will quickly abandon your copy and not be persuaded to take whatever next step you want him to take. And this defeats your purpose.
But used properly, the ellipsis is a powerful addition to your copywriting toolbox. Use it to write conversational copy that engages your readers’ imagination and keeps them reading.
Your turn …
I’d love to hear YOUR thoughts or insights inspired by this article. Please leave a comment below!
Michele Peterson, owner of Exactly Write, is a professional direct response copywriter, marketing strategist and coach. She helps clients attract ultra-qualified prospects and convert them into loyal-for-life customers. She is currently accepting new Done-With-You coaching clients. Contact her today to get started with a complimentary 30-minute consultation. 559.286.0106
