Copywriting - Kick-starting Body Copy

Kick-starting Body Copy

Several correspondents to our newsletter, AdBriefing, say that they are having trouble writing body copy for ads. Their problem seems to be the age-old one of how to kick things off ? how to make a start. Can I help? Of course, I can.

When you have been writing copy as long as I have, you will come to understand that there is an unwritten formula for writing copy. While I shudder at the thought of formulae in advertising (since advertising is still a matter of doing what your instincts tell you to be right, and not what some computer programme tells you), there is no doubt that copy should follow a logical sequence. A sequence that takes its lead from the message in the main headline.

I've said it before, and I'll say it again, every headline should contain some kind of offer or promise. At risk of repeating myself, it should contain a benefit along the lines of: Buy this product and get this benefit. If it doesn't do this, then to my mind there is no point in running the ad. As the great Doctor Sam Johnson said, back in the 1700s: Promise, large promise, is the soul of advertising.

Ok ? assuming that you have written a benefit-ridden headline, it follows that the first line of body copy should reinforce that benefit. It should enlarge upon it. It should take the initial promise and make more of it ? much more. In other words, it should be a more verbose rendering of the headline statement. An expansion of what is in it for the punter.

It should not, decidedly not, be talking about something entirely different from what is contained in the headline ? as a lot of so-called copywriters tend to do. This merely diverts your prospect's attention from your major proposition. Always remember that the reason he is bothering to read your body copy is because he has been intrigued by your headline. He wants to be sure he has understood the message.

All right, with the opening para written, the rest should write itself. Your second para should talk about the features of the product. How it works. What it does. How fast it operates ? that kind of thing. And if it has a lot of features, expand your writing into a third and fourth paragraphs if necessary.

This done, your penultimate para should refer back to the headline ? once again reiterating the benefit. After that, all you need is a call-to-action paragraph; one that describes where, how and when the product can be bought.

And that, in a nutshell, is how to construct body copy. The formula, however, is not set in stone. Just so long as your first paragraph is always a re-work of the headline message, you can do more or less as you wish with the rest of it.

Simple ? isn't it?

About The Author

Patrick Quinn is an award winning copywriter with 40 years' experience of the advertising business in London, Miami, Dublin and Edinburgh.

He publishes a FREE monthly newsletter, AdBriefing. Subscriptions are available at: http://www.adbriefing.com

j.p@markethillpublishing.co.uk

Created & Maintained by Empower! CMS Web Sites

Host2Sell Web Hosting | Emarketing Workshops | Site SEO Review | FREE Newsletter

| 1 | 2 | 3 | 4 | 5 | 6 | 7 |

Making Your Purpose Your Business Step #4 - Organizing & Developing Online Content
If you have done your homework then you are ready to organize and develop what will be your online content. Your content is very important as it will be used for promoting you, your work, and your website. Content serves a variety of purposes; it displays public relations, target marketing, and general information to build a platform for your product (your purpose).One of the main items that need attention would be your biography. If you are an artist or writer, you will get asked for this pertinent information every time you make a submission or apply for competitions. Your biography is an essential piece of information that often can get viewed p...(related: Copywriting)

Its The Headline, Stupid! - Writing Powerful Headlines
"It's the headline, stupid," is the sign that hangs over my computer screen. It reminds me that to write effective articles, press releases, sales letters--whatever I want people to read--I need a powerful, grabber headline or title.You are competing with a lot of others to get the attention of potential readers and customers, and you have only a few seconds to grab them. By using the tips and techniques here, you can stand out from the crowd ...(related: Copywriting)

Its Not What You Say But How You Say It
Copy is all about words. Or is it?Copy is about using words to describe the benefits of your offer. About using words to paint vivid mental imagery. About using words to stir the senses, press all the "hot buttons" and push the reader to take some kind of action.But is it really ALL about words? I mean, just words? No.Some copywriters claim that graphics, formatting and photographs should NOT be added to a salesletter because they distract. They can take the reader's focus away ...(related: Copywriting)

Yale University Researchers Reveal The 12 Most Powerful Words In The Human Language...
In this article, I am going to reveal a dozen words, which could change your life. Why? Because Yale University researches have identified the 12 most powerful words in the human language? proven to attract attention and stir emotion within their readers. Here they are...? You? Save? Results? Health? Love? Proven? Money? New? Easy? Safety? Discovery? GuaranteedSo how can these 'proven' 'new' words 'you' have discoveredbe used to generate 'results' and make 'you' more 'money'?It's 'easy.' 'You'll' 'love' the way you can 'safely'integrate them into your ads and sales letters. Plus,'you'll' 'save' thousands of dollars from burning a holethrough your pocket...(related: Copywriting)

10 Tips For Writing Web Copy
One of the most important aspects of a website today is the webcopy - sometimes called the sales let...(related: Copywriting)

10 Things You Should Expect From Your Website Copywriter
As websites and electronic commerce are becoming more and more common, business owners and marketing managers are realising that quality web copy is every bit as important as impressive design. And with the ever increasing importance of search engine presence, the role of web copy has never been more critical.But in such a relatively new field, customers are still coming to grips with what they can expect of their website copywriter. The question a lot of people are asking is, "How do I know I'll get what I pay for?"Before engaging a website copywriter for your next project, ask them whether they're able to provide you with the following ten essentials?1) Fixed QuoteA lot of website copywriters will tell you they only work on an hourly rate. They'll cite varying require...(related: Copywriting)

How To Ethically Use A Swipe File For Your Ad Copy
Did you ever wish you could afford to hire one of thoseprofessional copy writers who charge $5000 or more to write asimple sales letter? Or worse, have you laid down yourhard-earned cash for a self-proclaimed "professional" writer, andgotten back something your 3rd grader could have written?If you spend countless hours staring at a blank page trying tocome up with compelling ad copy for that "killer" sales letter(you know, the one that's going to make you rich beyond yourwildest dreams?)... STOP!Why drive yourself nuts and give yourself a major headache tryingto train yourself to...(related: Copywriting)

Organizing Your Data To Write Better Copy
Last quarter I talked about interviewing / gathering data. So now you've got several thousand words of notes, hopefully digitally recorded. What comes next?GETTING ORGANIZEDI suggested organizing your interview questions into 4 groups. I'm going to label them for you A, B, C, D.·what is the business p...(related: Copywriting)

Direct Mail Sales Letters Flow Better With Subheads
A subscriber to my newsletter asks: "Got any good pointers on writing great sub-heads?" Yes, I do. Here they are.Use subheads to draw attention to your copyWhy ...(related: Copywriting)

11 Ways To Get An Editors Attention
I worked as a business magazine editor for about 20 years. During that time, thousands of news stories and press releases crossed my desk.How does an editor decide what stories to run, and which ones to throw away? If you know what an editor looks for, you've got a better chance to see your work in print.Not all editors are like me. But the following items attracted my attention:1. A great headline ? I always looked for (1) unique news or (2) something that solved a problem.If you can combine the two, that's even better. Example: "Local man alleviates mosquitoes with homemade organic remedy."2. Expert advice ? What do you know a lot about? Can you write about it from a READER'S perspective? (I discuss that in Chapter Two of my book "Words That Stick.")If your writing can ref...(related: Copywriting)

Touching The Prospect?s Emotions In Your Sales Letter
Your prospect has emotions? and you MUST touch these emotions in your sales letter. Your copy has to excite. Stir curiosity. Generate fear. Create deep desire.If it doesn't your copy will fail.The reason is simple. By and large... it's emotions that move us. Your prospect might be a man who seems completely unmoved by anything other than cold logic.Not true.Even this kind of person won't act until he's motivated to do so by his feelings. You must inject emotions in your sales letter for him to want to become a buyer.You Can Do This By Studying 3 Things:1) Your Prospect....(related: Copywriting)

The Secret To Drilling Down Deep In Your Target Market
Here's another drill ripped out of the Field Guide for my Red Hot Copywriting Bootcamp. There are 20 drills total which take 15 minutes per day (my "recruits" get weekends off). Each drill stands on its own but put them all together and the impact on your salesmanship is phenomenal! So here is another one for you?Copywriting is a team sport. There is you (the writer) and the reader. But the reader has all the power. She gets to decide when the game's over. As soon as the reader is gone, no one is there to read ...(related: Copywriting)

19 Secrets To Making Your Ad Copy More Effective
The sales letter is the key; the sales letter is the key - echoes through the Internet marketing mountains.Ad copy, sales copy, sales letter, copywriting or whatever you want to call it ? the goal is the same for every Internet marketing business.Get the traffic and convert the hits into cash. And how do you do just that? With an effective sales letter.Let's find out how to make your sales letter more effective.1. Create a "teeth-pulling" headline. We live in a headline society. Ignore this fact, and you lose. With the overload of information, people don't have the time to stop at every webpage and read it. Instead, they use the headlines to direct their attention. If your headline doesn't pull them to your sales lett...(related: Copywriting)