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Anti-scrolling: 8 text signals that stop the buyer
As a seller, you have just 1–2 seconds to catch the attention of someone who is mindlessly scrolling through their social media feed or browsing search results. And it’s not just about a striking image or the opening frames of a video (although sometimes those are important too).
The experts at TON OP company talk about the ‘first text cue’ - a phrase that appears in the first few seconds of a video, or ‘grabs’ the viewer’s attention in a product listing or on a website. Short, very simple, easy to scan with the eye, and with a specific meaning. A phrase that holds attention for a fraction of a second and explains the meaning of what is seen.
Let’s look at the key techniques that help stop the scrolling and hold the attention of a potential buyer. TONOP’s specialists develop innovative business promotion programmes for the platform’s clients and partners: from strategic planning to actual implementation.
The experts at TON OP company talk about the ‘first text cue’ - a phrase that appears in the first few seconds of a video, or ‘grabs’ the viewer’s attention in a product listing or on a website. Short, very simple, easy to scan with the eye, and with a specific meaning. A phrase that holds attention for a fraction of a second and explains the meaning of what is seen.
Let’s look at the key techniques that help stop the scrolling and hold the attention of a potential buyer. TONOP’s specialists develop innovative business promotion programmes for the platform’s clients and partners: from strategic planning to actual implementation.
1. The problem in a single sentence (no build-up)
A sentence that describes a familiar and easily recognisable situation-rather than an abstract one-capturing the ‘pain’ and what is causing the frustration.
This principle is particularly important for online sales. Most consumer goods are linked to specific practical tasks: keeping things tidy, saving time, making daily life more convenient, or simplifying routine activities. When a text begins with a problem, it is perceived not as an advert, but as a familiar observation from everyday life.
This principle is particularly important for online sales. Most consumer goods are linked to specific practical tasks: keeping things tidy, saving time, making daily life more convenient, or simplifying routine activities. When a text begins with a problem, it is perceived not as an advert, but as a familiar observation from everyday life.
2. Specifics instead of ‘better’, ‘faster’ and ‘higher quality’
The brain loves numbers and clarity. One of the common mistakes in advertising copy is the use of overly general phrasing. Words like ‘high-quality’, ‘effective’, ‘innovative’ or ‘best’ convey virtually no information.
People respond to specific phrases that describe a measurable result: numbers, time or a clear effect. Experts at TON OP Bulgaria gave an example: the phrase ‘works for up to two days without charging’ sells better than the abstract claim ‘powerful battery’.
People respond to specific phrases that describe a measurable result: numbers, time or a clear effect. Experts at TON OP Bulgaria gave an example: the phrase ‘works for up to two days without charging’ sells better than the abstract claim ‘powerful battery’.
3. Contrast and breaking the usual pattern
Social media feeds and online adverts are structured in a similar way: the user sees a stream of similar posts. When the brain encounters similar wording over and over again, it starts to automatically ignore it.
Contrast creates a brief cognitive dissonance - a discrepancy between expectation and reality. It is precisely this split second that often becomes the moment when scrolling stops, noted the experts at TON OP Bulgaria.
Contrast creates a brief cognitive dissonance - a discrepancy between expectation and reality. It is precisely this split second that often becomes the moment when scrolling stops, noted the experts at TON OP Bulgaria.
This is a psychological technique based on the Zeigarnik effect: our brain strives to complete unfinished tasks and find answers to unanswered questions. Until the ‘loop’ is closed (the answer is received), we feel a slight sense of tension and curiosity. Cutting a film at the most interesting moment is a classic use of this effect.
In advertising, this principle is used differently. The aim is not to artificially intrigue the audience, but to outline a situation or problem whose solution has not yet been fully revealed. The first line sets the direction of thought, but does not provide a definitive answer.
In advertising, this principle is used differently. The aim is not to artificially intrigue the audience, but to outline a situation or problem whose solution has not yet been fully revealed. The first line sets the direction of thought, but does not provide a definitive answer.
It is important, however, to distinguish an open question from clickbait. If the text promises to reveal the mystery but is not followed by a real explanation or demonstration of the product, trust is quickly lost. This is particularly critical for online shops: the customer may close the page before they even see the product itself.
4. An open loop without clickbait
5. Social proof in the first image/line
A fact that dispels doubt, or social proof: products that are in high demand are perceived by customers as more reliable and tried-and-tested. TONOP experts advise sorting reviews so that those mentioning the key features that most often interest buyers appear first.
6. A relatable situation (‘that’s me’)
Don’t try to appear perfect. Show a small imperfection or a familiar routine. A short story, used as evidence, dispels scepticism and brings the text to life. You can describe your own experience, a client case study, or describe a situation from a market perspective. A couple of details are enough to make the text credible: a specific niche, a figure, a situation. Important: don’t overload the post with jargon.
This technique works best in UGC (User-Generated Content) and storytelling.
This technique works best in UGC (User-Generated Content) and storytelling.
7. Value and relevance in a single line
How can you describe, in a short phrase, the specific benefit, advantage or result that the customer receives? The brain’s first filter is relevance. If the text message is vague, the brain perceives everything associated with it as an advert and ignores it. If the message is precise, the person pauses for at least a second.
Breaking the expected pattern
Algorithms test videos on a small audience. If the opening seconds fail to hold viewers’ attention, the system stops scaling up impressions. On TikTok, this metric is known as the ‘early hold rate’; on Meta, it’s ‘engagement time per view’, but the principle is the same: that crucial second before a click and a potential sale. And to stop the scrolling, you need to break the expected pattern.
In e-commerce, sellers compete not only with each other, but also with all the content in the feed: news, memes, and algorithmic recommendations. And the primary task of advertising is not to sell a product, but to win the micro-battle for attention. TON OP company’s recommendations will help you prepare creatives for videos, UGC, adverts and landing page splash screens, Reels, Shorts, TikTok Ads and Meta.
In e-commerce, sellers compete not only with each other, but also with all the content in the feed: news, memes, and algorithmic recommendations. And the primary task of advertising is not to sell a product, but to win the micro-battle for attention. TON OP company’s recommendations will help you prepare creatives for videos, UGC, adverts and landing page splash screens, Reels, Shorts, TikTok Ads and Meta.
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TON OP DOO LTD
Address: 8 BORBA STR., PLOVDIV, BULGARIA, 4021
Mail: info@tonop.bg
Address: 8 BORBA STR., PLOVDIV, BULGARIA, 4021
Mail: info@tonop.bg