Copy Writing And The Basic Structure

Every good piece of copy follows a similar path. When you have these important pieces in place then your well on your way to improving your conversion rates and the ultimate goals that your copy writing was designed to do in the first place.

So what is a the structure exactly and what path should your copy follow?

•Your Headline- Good copy has to grab attention and how that it accomplished is through your headline. Good copy writers spend the most time on the headline. They read all the information and benefits of a product or service and sit and write multiple headlines. Your headline has to get to the point and it has to excite.

•Focus On The Customer- By making a list of the benefits and not the features and starting your story with only the customer in mind will create the attention needed to keep them reading.

•Unique Selling Position - What differentiates you from your competitors? What makes you and your service or product different from the rest. tThe reader has to have a reason to keep reading and your uniqueness is a good way to maintain their attention.

•Your Story - How did your product or service benefit you and your personal experience. How did it also help others and benefit others. Being careful all the while, not to use the words me and I to much. You still want to maintain the focus on the customer.

•Creating Credibility - This can be done a couple of ways. Either through making your case or through gaining some testimonials from users. I prefer the latter. If you can get testimonials where they will allow others to contact them all the better.

•Creating Value In Your Offer - This is usually accomplished with bonuses. Be sure the bonuses relate to your product or service.

•Time To Close The Deal - This is critical. However so many are afraid of this final step, in fear that they will offend or seem to aggressive. Whether its a sign up for a newsletter or to purchase, if you don't tell them what action is next, more than likely they will do nothing. Be clear and direct.

I hope this gives those of you who are trying to put your first sales letter or squeeze page together a bit more insight into how things should come together and accomplish the ultimate goal. All copy is designed to excite and intrigue and convey the benefit to the prospect and when things come together this way you'll see an increase in conversation rates.

Another helpful tip is to write a couple different versions and see what gets the best results for you.

By: Scott M Searles

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