A 3 Step Primer On Building Structurally Superior

By Author: Kevin Young
Total Articles: 31
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What, really, is a copywriter's job? Heck, that's an easy one. It's to sell product. Quickly and furiously. That's all. No other qualifications are necessary. Moving heaps of product qualifies you as that rare bird... a copywriting wunderkind... A king amongst mere writing mortals!
If a 10 page copywriting masterpiece moves product, you're a king. If a 10 sentence job moves product, you're still the same king. If your copy is grammatically elegant... and moves copy, you're a king. If your copy is grammatical sewage... and moves product, you're still the same king.
If your copy includes guarantees and testimonials & claims & solutions to problems... and moves product, you're a king. If it's complete gibberish... and moves product, you're still the same king.
You get the idea. The only test of a copy's value is whether...it moves product. Beyond, that, there are no hard & fast rules.
You wouldn't know that by what's out there though. Rules galore abound.... step by step instructions...14 point "templates" to mimic... 300+ page tomes (on writing 6 page copy pieces)... psychological triggers... ...
... hypnotic factors... and more.
Could there be a simpler way to accomplish our objective... to move product? It says here that there is. One way is thinking of copywriting as a "building" job. Robert Collier, in The Robert Collier Letter Book, spoke of "building" copy almost as if he were building a brick house ... he states:
a copywriter's job is to "...build a picture in [the customer's] mind's
eye of what he will get from your product or service. Build it with
bricks he can handle, i.e., with words and mental images that are
familiar to him."
Let's look further into this idea of "building" copy. When all else is stripped away and laid bare, there remain for all to see three basic building blocks to any good copy:
Building Block #1 -- The Headline
Roughly 80% of the success of your copy depends on the headline. Make sure it contains both your most credible promise. There are at least 2 ways to accomplish this.
Building Block #2 -- The Body
Make the body any length you like. Make a claim. Then prove the claim. Continue until done. There are at least 14 ways to prove claims.
Building Block #3 -- The Close
This is where you convince the reader to purchase the product. Anything less is unacceptable. One common way of gaining reader compliance is by invoking fear of loss... (scarce commodity... limited time period, etc). There are at least 5 other ways to lead your reader to a buying decision.
That's all there is to it. By adhering to these basic building blocks when constructing your copy, you'll create strong sales pieces that are heavily weighted to accomplish for you your goal... to move product.

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