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Using Cause & Effect Academic Style in Ads Copy?

by wgn_white
10 replies
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.
#academic #ads #copy #effect #style
  • Profile picture of the author 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 :-)
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    Erwin de Grave
    Success Coach & Internet Marketer
    www.MassiveAffiliateIncome.com
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    • Profile picture of the author wgn_white
      Originally Posted by erwindegrave View Post

      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...
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  • Profile picture of the author 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
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    • Profile picture of the author wgn_white
      Originally Posted by travlinguy View Post

      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?
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  • Profile picture of the author CDarklock
    Originally Posted by wgn_white View Post

    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?!"
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    "The Golden Town is the Golden Town no longer. They have sold their pillars for brass and their temples for money, they have made coins out of their golden doors. It is become a dark town full of trouble, there is no ease in its streets, beauty has left it and the old songs are gone." - Lord Dunsany, The Messengers
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    • Profile picture of the author wgn_white
      Originally Posted by CDarklock View Post

      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...
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  • Profile picture of the author 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
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    The most powerful and concentrated copywriting training online today bar none! Autoresponder Writing Email SECRETS
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    • Profile picture of the author 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.
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      Len Latimer
      Copy-In-A-Box, an amazing Word Add-in Tool that adds Dazzle & Personality to your copy. My WSO

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      • Profile picture of the author 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
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        • Profile picture of the author wgn_white
          Originally Posted by Raydal View Post

          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.... :p

          Originally Posted by lenlatimer View Post

          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 View Post

          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...
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