How To Structure Your Copywriting
In part two of our three part series on copywriting, we will be discussing the many different ways you can structure your copywriting, when you would use these structures and what impact they have on your audience.
Beams, columns, strut, grid, arches or slabs. Just like buildings, there also many different ways in which you can structure your copywriting. Each with a different reason and method to ensure your readers gain the insights they need from you and you give across the correct message to them.
There are a variety of ways you could structure your content, however we have outlined the four key points that we think will impact your writing the most. Below we stress the importance of a compelling headline, why it is good to outline what is to come, how to separate your text and also the necessity of strong Call to Actions.
After all this is what hooks your audience. Excite the audience enough to want to read more but not enough to give away the whole story. Use powerful verbs and phrases outlining what is covered in the text. Also try to use a hook – whether that be a question, numbers for lists or bold claims. Some examples of these are – “Are You Making These Embarrassing Mistakes at Work?”, “10 Different Types of Girlfriends – Which One Are You?” or “Double Your Twitter Followers In A Month”.
Involve a question, numbers or a bold claim.
However, you must ensure you do not over sell and under deliver, as you will very quickly lose trust from your audience. This especially relates to bold claims, never give your audience ‘fake news’, only ever base your copywriting on the truth and nothing but the truth or your audience will be left very disappointed!
Start with a summary
Once you have enticed your audience into your text, you need to outline what is to come Explain what products or services you will be discussing, where they can access them (including a call to action), why your customers should care about what you have to say and how it benefits them, who it is relevant for, whether it be for them or a gift for friends or family and when they should action – if there’s a time limit, is it coming soon or is it an immediate action.
Separate your points
Always break up long sentences into paragraphs – keep it easy to read. If your text is written in large clumps, your audience will switch off, they won’t want to read lots of text.
If it cannot be avoided, try adding images and bullet points to keep it more engaging and highlight each point. You also have to take into account that a lot of people reading your copy will be skimming, if you add anchor points in it will help to ensure they absorb your main points as they scan through.
A good way to do this is through headings or highlighting your main points in bold text.
Include bold calls to action
Tell your audience what they need to do next and why it is going to benefit them. If you set your goal beforehand, you know exactly what you want them to know, feel and do once they have read your text.
Tell them what you want them to do NOW, using verbs and active language to add a sense of urgency also removing some sort of a risk to them – how you are solving their problem. When writing your call to actions, remember your audience will want no obligation so use a word like “try”, they need usability, write with a verb like “subscribe”, and they need immediacy so add a timely word like “now” or “today”.