A common trend in copywriting that needs to stop.
I was reading through "The Adweek Copywriting Handbook" a few days ago and came across something that I have been noticing a whole lot lately.
Take a look at much of the copy (check the WSO's) out there, especially that written by those who are new to the trade. Which, you can't really fault them for this as they are new.
Anyway, take notice of the first few lines. Do they blend together or are they separate ideas placed randomly without any harmony?
A popular formula is 'Headline -> Sub-Headline -> First sentence'. These should each lead into each other, but lately I've been noticing a lot of writers missing this one common sense idea.
Here's an example from my swipe that Jim Rutz wrote.
Jim did a great job of forcing the reader right into the copy. He grabbed the readers attention, then went right into explaining what he meant.
Catchy headlines are great (and necessary) but if you don't follow it up with what the reader is wanting to know, you've lost the sale.
Take a look at much of the copy (check the WSO's) out there, especially that written by those who are new to the trade. Which, you can't really fault them for this as they are new.
Anyway, take notice of the first few lines. Do they blend together or are they separate ideas placed randomly without any harmony?
A popular formula is 'Headline -> Sub-Headline -> First sentence'. These should each lead into each other, but lately I've been noticing a lot of writers missing this one common sense idea.
Here's an example from my swipe that Jim Rutz wrote.
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[image of newspaper clippings about the stock market plummetting] Had Enough Yet? Your portfolio doesn't have to get a black eye whenever the Dow takes a beating. Because now a former investment banker to the Super Rich spills the beans about how you, too can divorce the Dow, make money 24/7, and multiply your returns 5-10 times over. By Neil George, Editor, Personal Finance The Dow has become one wild and crazy roller coaster ride. And most investors are helplessly dreading the next big stomach-churning plunge... |
Catchy headlines are great (and necessary) but if you don't follow it up with what the reader is wanting to know, you've lost the sale.
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