One you've roped 'em in with a great headline and amazing first paragraph, your next challenge is to keep your prospects engaged in your copy.

When I say "engaged," here is what I mean.

Your prospects need to be thinking about the copy, not just reading it. They need to be finding answers to their questions, clicking on buttons, lingering on the parts that interest them, while still absorbing the parts they care less about.

Engagement is not reading. It is mentally interacting with your copy.

You want to describe your product, point out its superiority over the competition, answer all possible objections, and finally, drive your prospects to action.

You can't do that if your reader is not engaging with your copy.