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How do you start your copy?

by 0oo0
12 replies
When you start writing copy how do you write your lead sentence or paragraph? do you mention the product or do you start with content to get people reading?
#copy #start
  • Profile picture of the author ReferralCandy
    I start with whatever thought comes to mind first. The first draft is one that you write for yourself, and the goal isn't to write perfect copy. That's a game you can't win. Instead, the goal of the first draft is to get all the essential ideas out of your head and onto your paper/screen/document.

    Phew. Once that's done you can begin the process of editing, and that's when you decide what your lead sentence or paragraph should be. Then you can play around with it and see what works best, and pass it around to others to get their input on it.

    Good luck!
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  • Profile picture of the author Scott Murdaugh
    What do you think the odds are that someone will buy if they don't read past the lead?

    You have to make the attention and readership sale first before you even think of starting to sell the product (in most cases).
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  • Profile picture of the author travlinguy
    Start with something unusual yet interesting that you can later relate to the copy. Something like, For the last seven years of his life my grandfather was sitting on a massive fortune and never realized it...

    If the reader has made it past the headline and deck copy I'd say it's likely that first line would keep him reading. What did grandpa have that was so valuable? Almost anything. Could be something tangible or some great wisdom or it might have been his creativity or resourcefulness... It's up to you to make it relevant and make it work.
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  • Profile picture of the author Jonwebb
    Originally Posted by 0oo0 View Post

    When you start writing copy how do you write your lead sentence or paragraph? do you mention the product or do you start with content to get people reading?
    I write my headline and lead based on how aware my target audience of me and my product. The more aware they are the more direct I am. The less they know the less direct I am.

    for example if I am selling to my list deep into my funnel. It takes a lot less "selling" to get them to buy from and trust you. likewise if I am selling SMS marketing to restaurants I would maybe lead with a story or a secret type of lead to ease them into the offer.

    Hopefully you get what I al talking about. The headline and lead in paragraphs together make up the most important part of a sales letter. That's why its imperative that you know who are selling to.

    Jonathan Webb
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    "How to value a business or Website for purchase"
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    • Profile picture of the author Grain
      There's no one way to start, but definitely do a lot of market research. The better researcher always wins.

      It's also not about the quantity (though it can help), but the quality of what you find. It's mostly during the research phase where you might find that golden angle for selling... or an inspiration for a big theme. Otherwise, you just need to get all the functional & emotional benefits prospects explicitly or implicitly want.

      You can do it "Carlton style" - start bulleting your whole first draft. Let it inoculate in your mind while doing something else, until you get that sudden flair... a breakthrough. Heck, you can even go with a huge ton of bullets. I've seen some swipes that worked with 2-3 pages full of bullets.

      You shouldn't start with a blank page too. That's the one road to writer's block. Start with a draft of your prospect, market and other forms of research. You want to have gone around interviewing, and doing all kinds of investigatory work before sitting down to write.

      Some writers like to start with a headline, but I don't concur. Personally, I do feel that starting with a theme in mind keeps the whole copy consistent. But I feel like headlines should be repetitively tweaked, so I normally leave it for the last.

      Once you start writing, just write. Don't stop for edits. That goes in the later editorial phases after you've finished. You're probably going to end up with over 10++ drafts. The first one I ever did was over 40 drafts.

      I immediately scrap anything that doesn't work. You must never fall in love with an idea.
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      Kind Regards,
      Grain.

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  • Profile picture of the author johndetlefs
    I research the crap out of whatever I'm selling, and while I do that I'm writing down bullet points for the general topics that are interesting and that I think I'm going to want to cover.

    After that I then go back and expand until I have too much. Sometimes double.

    Then I go back and eliminate anything and everything that seems unnecessary or verbose.
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  • Profile picture of the author marc@clickbitz
    Always start with the very best attention-getter you can think up! You need to know what gets the attention your target audience and present it in an impossible to ignore yet not too good to be true manner.
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  • Profile picture of the author Raiel Schwartz
    Create a headline that captures your visitor's attention, and from there build interest with a strong hook to get them to read on. You don't want to delve immediately into your product, unless you are promising certain results as your main benefits. Instead, reel in your prospect so that they become inclined to read the details of your offer, off of the interest that you are able to build.
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  • Profile picture of the author Lokahi
    Start with the problem and lead into how your product can solve the problem with it's benefits/features.
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  • Profile picture of the author Quality Copywriter
    Jumping to the product too quickly can kill the copy.

    some elements to include in lead are a

    a promise
    authority
    urgency
    connection
    a reason to read on.

    Your first senstence can ask a question, that creates curiousity,
    or use a gary halbert candor lead.
    or just give a promise off the bat
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  • Profile picture of the author ThomasOMalley
    Check out some key chapters on how to write the first paragraph of your marketing piece in John Caples' books, Tested Advertising Methods and How To Make Your Advertising Make Money.

    I also recommend Masterson's book, Great Leads, on how to construct powerful leads based on the stage of market awareness.
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