If a copywriting teacher asks you the following four questions, you know you’re going to learn a hellavalot about great writing:
Can you hear the rhythm in your sentences (like the beats in a song)?
Can you hear the tonal attitude that characterizes your expressions (like the spirit of a vocalist or instrumentalist)?
Can you hear the rhetorical patterns that shape your clauses and phrases into memorable sound bytes (like the catchy riff of a melody)?
Can you feel the tension, the climax and the denouement build-up, then resolve as each sentence moves story forward?
Think of it as a spine. This is more obvious in multi-page documents like brochures and white papers, where each section is a vertebrae in the overall structure (over-arching story). However, the same metaphor can be applied to a one page, long form piece such as articles, web copy and blog posts. And that’s what we will focus on here.
Just as the opening line needs to hook the reader in with the promise of a compelling story, the closing line needs to reward the reader with a lasting gift for taking time out to read all of the text. In short, the introduction and the conclusion frame your story and provides a bridge for your reader to enter and exit.
I don’t care who you are, as long as I know your weakness I will find my way into your hard-drive and your accounts and come away with your identity. And … you’re going to hate this bit … you won’t know a thing about it. Unless, of course, you read this article from start to finish. There’s no skimming and scanning if you don’t want to get scammed …
“Friends, Romans, Copywriters! Lend me your ears …”
Copywriting those opening words is a finely crafted art of the first impression. The reader’s snap decision of that impression —”ho hum” or “oh wow!”— is crucial to the whole story. Writers call it “the opening hook”. To me, a great opening hook is like an elegantly designed door: it makes you want to have your picture taken in front of it. In other words, you want it to be in your story.
COPYWRITING IN ACTION COURSE INSIGHT #14 The Hypnotics of Prose Rhythm Co-py-wri-ting. Rhy-thm-n-beats. Hyp-no-ti-sm. Four syllables = four beats. Say it aloud and you can feel the rhythm. Quite musical really. Probably because it has embedded in it that universally appealing rhythm of four (tetracolon). Composing a sentence is made up of the following three […]
To inform, to instruct, to persuade and to entertain: these are the four purposes of copywriting. Any other writing can be one or a combination of those, but in copywriting it’s all four. Why? Because copywriters have the most disinterested audience of all. Once you’re clear about that and the six genres of writing, you’re ready to craft sentences that suspend disinterest all the way to the final full stop.
COPYWRITING IN ACTION COURSE INSIGHT #15 The 6 Genres of Copy Writing for Selling and Telling [Part1] There are four purposes of copywriting (and all types of writing for that matter): to inform, to instruct, to persuade, to entertain or a combination of these. But how do we make sure that our purpose is properly […]
COPYWRITING IN ACTION COURSE INSIGHT #17 Hugh Mackay on the Ten Desires That Make Us Tick Since introducing Hugh Mackay’s Ten Desires that Drive Us into my copywriting course in 2011, hundreds of students have been declaring it a revelation. These ten desires revealed to them a target audience beyond postcodes, wants and “pain points”. So […]
… A rationale statement is also a document advertising You. It shows that (i) you can effectively communicate your understanding of the project (ii) you have understood and met the communication strategy and (iii) you have demonstrated some depth and breadth in your communication skills.