For any copywriting job, or any writing job, you have to have a structure. This is a list of bullet-points jotted down in the chronological order you’ll need to achieve your main objective.
As a copywriter, it’s a good idea to have this structure close by when you’re writing.
The structure can be changed at any time.
Here are a few tips you should consider while getting your structure down.
How to roll out your messages
- Start your copywriting structure by stating your main message. This is the message that should be featured powerfully in the headline and reinforced in the first paragraph. You should also get your biggest benefits into this section.
- Then, in the following paragraphs, build on, and reinforce, that main message.
- Every point listed in your structure should eventually be filled out into a paragraph, communicating a single benefit, which should always support your main message.
- Keep the structure tight and focused on your big objective. Don’t wander off course. Don’t include points that would be just ‘nice to know’.
- Remember, readers don’t care about what you want to achieve. They are only interested and motivated by things which benefit them.
- End with a strong Call-to-Action
Who reads what?
Most people, when they read something, tend to remember what comes first and what comes last.
Research has shown that 79% of people opening a direct mail letter read the P.S. first!
So, when planning your copywriting structure, be sure to repeat your big idea and biggest benefit, along with key supporting benefits, into the final paragraph – or your P.S.
I’ll cover how copywriters can use the power of the P.S. in a later blog.
Where does a copywriter put the Call-to-Action?
The Call-to-Action motivates your reader to do the thing you want them to do, to achieve your main objective. It should always be clear, and have a sense or urgency.
A Call-to-Action is usually the final sentence of the final paragraph, or featured in the P.S.
You can also insert another Call-to-Action half-way down the text. The reader can act on this if they’re convinced early on. Why wait!
Call-to-Action examples
Copywriters use a wide range of Calls-to-Action, often working closely with graphic designers. Here are just a couple of examples:
- Call us now on 0123 456 789 to take advantage of this spectacular 25% discount!
- Buy today and get your FREE spanner set. Phone your order to 987 654 321, now!
Here’s a link to my blog featuring how to deal with the Call-to-Action
CLICK HERE TO GO TO BLOG 5 where we’ll talk about how to write headlines that work…