The value of a good piece of copy goes far beyond just making people read text. Good copy can enhance the level at which your clients trust in your brand. In addition, it can make them more likely to further promote your brand.
When it comes to enticing clients to your company, giving them quality products and services is not enough. So what you’re actually selling is an image. You’re selling a narrative in which your clients are the main characters. They need to feel as if your products and services – and not anybody else’s – fit seamlessly into their lives. They need to think that your product was designed especially for them.
There are a number of elements that go into a piece of copy. These are the following:
- Body copy,
- Pay-off line,
- Slogan, and
The headline is the first thing someone will see in your piece of copy. It is said that 80% of people make a decision about whether or not to read an article based on the headline. So, make sure it grabs their attention. Keep the headline relatively short and pack it full of benefits. Show people the value that they’ll get after reading your copy.
Your body copy has got to be benefits and value-driven. Next to your headline, your lead (or the first bit of your body copy) is the most significant part of a piece of writing. It’s what draws the reader into the text, makes them continue reading and ultimately leads them to make a sale.
In their book entitled “Great Leads: The Six Easiest Ways to Start Any Sales Message” Michael Masterson and fellow copywriting great, John Forde, say that 80% of the success of the copy that you write comes from the first couple of lines. This means that the first paragraph of your copy needs to be so compelling that it persuades the readers to carry on to the end of the piece.