Using Cause & Effect Academic Style in Ads Copy?

[wgn_white]

Hi.

I'm trying to make a landing page for the product I want to promote in clickbank.

In my university, there is a course called "Research and writing skills".
It is mean for dear engineers to document or write academic article.

Here are the structure given by my dear lecturer.


Introduction
Lead in statement.
Topic definition/information.
Importancy.
Thesis statement showing 3 causes.

Background
Set present context.
Histrorical background.
Keyterms.

Cause
Heading.
Topic sentence.
Relevant information.
Example/expert opinion.
Reference.

Transition Statement
Linking both 3 causes and 3 effects.

Effect
Heading.
Topic sentence.
Relevant information.
Example/expert opinion.
Reference.

Conclusion
Restatement of thesis statement.
Summary of main points.
Implications/suggestions.
Memorable ending.


My question is...
Is this appropriate to write a landing page or sales letter?
If it's not, where the structure we need to change?

Any input is appreciated.

[erwindegrave]

Oh it's weird I'm suppose to give suggestions but I greatly learned something on your post.. Thanks so much!

Just like you, I am on the process of creating a landing page. I would love to apply this lesson you have posted here :-)

[wgn_white]

Originally Posted by erwindegrave

Oh it's weird I'm suppose to give suggestions but I greatly learned something on your post.. Thanks so much!

Just like you, I am on the process of creating a landing page. I would love to apply this lesson you have posted here :-)

The structure that I share is appropriate in making blog post or info article.

But for copywriting... I'm just not sure...

[travlinguy]

Your outline might work well for writing an info piece like an ebook or report. But there is a simpler outline for sales copy. That is: AIDA

Attention... Capture the reader's attention, usually with the headline
Interest... Get them interested in your offer - there have been volumes written on this
Desire... Build desire in your reader - again, lots of methods for building desire
Action... Also known as a 'call to action' which is getting the reader to buy

[wgn_white]

Originally Posted by travlinguy

Your outline might work well for writing an info piece like an ebook or report. But there is a simpler outline for sales copy. That is: AIDA

Attention... Capture the reader's attention, usually with the headline
Interest... Get them interested in your offer - there have been volumes written on this
Desire... Build desire in your reader - again, lots of methods for building desire
Action... Also known as a 'call to action' which is getting the reader to buy

Wow... AIDA...
Thanks for the tips...

How about for landing page that pre-sale the product we gonna promote?

Same?

[CDarklock]

Originally Posted by wgn_white

In my university, there is a course called "Research and writing skills". It is mean for dear engineers to document or write academic article.

You can combine this with AIDA copywriting.

Your introduction and background are the Attention segment. The cause is Interest. The effect is Desire. (The transition statement bridges the two.) And your conclusion is the Action close.

There are a lot of engineers on the internet, and a lot of products that would interest them. This style of writing does appeal to that particular mindset; I love reading academic papers in economics and computer sciense. It's enjoyable for me. That revelation makes most people slowly back away from me, but other engineers tend to lean in and say "you too?!"

[wgn_white]

Originally Posted by CDarklock

You can combine this with AIDA copywriting.

Your introduction and background are the Attention segment. The cause is Interest. The effect is Desire. (The transition statement bridges the two.) And your conclusion is the Action close.

There are a lot of engineers on the internet, and a lot of products that would interest them. This style of writing does appeal to that particular mindset; I love reading academic papers in economics and computer sciense. It's enjoyable for me. That revelation makes most people slowly back away from me, but other engineers tend to lean in and say "you too?!"

Thank you for the input.
So, it seems what we learn in the classroom is applicable in our so called internet marketing... even it's from engineering course...

[Raydal]

Your structure fits an academic paper because the purpose
of the paper is to inform on a particular subject or research
findings. This would NOT work for a sales letter or landing
page because the purpose is to persuade, not just inform.

At least you are off to a good start because I read a lot
of copy that has NO STRUCTURE at all. And this is the
very reason why the very first lesson given to my coaching
students is copywriting structure.

AIDA is the root of all copywriting structures even though
you have to adjust it to fit your target market.

But you are asking the right questions ... congrats!

-Ray Edwards

[lenlatimer]

I think I have a different take. Academics and selling don't mix well. Selling means writing like you're talking - friend to friend. Academics can be likened to hearing a politician speak - selling is more like having a beer with your buddy. Informal versus formal.

[Ross Bowring]

OP your outline made my head spin. Having written a lot of academic papers and a lot of sales copy, they're very different beasts.

Vic Schwab's 5 fundamentals of a good advertisement will be much easier to follow if you're not too experienced with sales copy...

1. Get Attention
2. Show People An Advantage
3. Prove It
4. Persuade People To Grasp This Advantage
5. Ask For Action

Hope this helps.

Ross

[wgn_white]

Originally Posted by Raydal

Your structure fits an academic paper because the purpose
of the paper is to inform on a particular subject or research
findings. This would NOT work for a sales letter or landing
page because the purpose is to persuade, not just inform.

At least you are off to a good start because I read a lot
of copy that has NO STRUCTURE at all. And this is the
very reason why the very first lesson given to my coaching
students is copywriting structure.

AIDA is the root of all copywriting structures even though
you have to adjust it to fit your target market.

But you are asking the right questions ... congrats!

-Ray Edwards

Thank you for the input.
I can't write anything without structure....

Originally Posted by lenlatimer

I think I have a different take. Academics and selling don't mix well. Selling means writing like you're talking - friend to friend. Academics can be likened to hearing a politician speak - selling is more like having a beer with your buddy. Informal versus formal.

But, what do you think about CDarklock post?

Originally Posted by Ross Bowring

OP your outline made my head spin. Having written a lot of academic papers and a lot of sales copy, they're very different beasts.

Vic Schwab's 5 fundamentals of a good advertisement will be much easier to follow if you're not too experienced with sales copy...

1. Get Attention
2. Show People An Advantage
3. Prove It
4. Persuade People To Grasp This Advantage
5. Ask For Action

Hope this helps.

Ross

Thanks for the tips too...
I will study all of these...