Structuring your Copy
This article will discuss how to structure your copy when working for a client. A lot of copy has already been written over the years and you do not need to reinvent the wheel. This article will specifically cover the sales letter because of its greatest impact, especially if you decide to do SEO copywriting.
One school of thought says that your website should be one large sales letter. This could be a great opportunity for you. You can write for off-line and online businesses using a sales letter format.
An effective sales letter has three major components. The first is the headline. This is where you grab your reader’s attention. If you fail to do so, then you are wasting your time with the rest of the letter. Second comes the offer. This needs to be explicit so that the reader knows exactly what you’re offering. It must also entice them into further pursuing your product after reading the letter. The final component is the postscript. After the headline, this is the second most read portion of a sales letter. This is where you put that extra incentive to make your offer irresistible. You should always write the sales letter in order and never all at once. Do it section by section. This method produces excellent sales letters.
If your copywriting experience is limited, then you should read the books from the foremost experts. Dan Kennedy is an example. He is a great resource and has written some fabulous books.
Hopefully you found this article insightful. The key is to build upon the formulas already established and add your own creative spin. The procedures exist for a reason: they work! So don’t go and reinvent the wheel by doing something new, this will often result in weaker copy and more work. You will set yourself up for success by following the already established structures and patterns.
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