The purpose of a good copy is to get the first sentence read, and from there keep the reader engaged step by step to the last word.
To keep things clear, brief and simple copy communicates with ease.
And we definitely understand the importance of an attention-grabbing headline.
So… how do we structure our content to be persuasive?
Good content structure is never written in limestone, but a persuasive copy will do certain things and certain elements time and time again. Even if you’re writing a sales page, long blog post or promotional ebook, website content, the flow will determine effectiveness.
Some guidelines here:
First thing, focus on the reader – make an important promise early on (that goes with your headline and opening paragraphs) that tells the reader what’s in it for her. Never allow readers to question why they are bothering to pay attention.
Each separate part of your narrative should have a main idea (something compelling) and the main purpose (to rile up the reader, to counter an opposing view, etc) that supports your bigger point and promise. Don’t digress, and don’t ramble. Stay laser-focused.
Demonstrate large amounts of credibility, using statistics, expert references and testimonials as appropriate. You must be authoritative – if you’re not an existing expert on a subject, you had better have done your research.
After building your credibility and authority, make sure you get back to the most important person around – the reader. What’s STILL in it for him? Restate the hook and the promise that got readers engaged in the first place.
Make an offer. Whether you’re selling a product or selling an idea, you’ve got to explicitly present it for acceptance by the reader. Be bold and firm when you present your offer, and relieve the reader’s risk of acceptance by standing behind what you say.
Sum everything up, returning full circle to your original promise and demonstrate how you’ve fulfilled it.
These are some of the design of the key elements for a persuasive copy. Use them to provide a “unique startup” to your writing, and you’ll achieve better results.