Basic Structure and Readability – Fundamentals of copywriting Part 4

Reading Time: About 9 minutes

Authors note: This post belongs to a multi part series called the fundamentals of copywriting , and it holds the most value when the entire series is read in order, starting with part 1 Understanding the product .


Welcome back,

In the last lesson we went over some of what makes a compelling headline more powerful. This time we’re going to look at the layout and readability of our copy.

Making your copy easy to read, and with a certain cognitive flow, will keep more people glued to your words and engaged with your message. And the longer people stay engaged with your message, the better chance we have to bring them closer to the sale.


The actual structure of your copy will vary, depending on where it’s being used.

For example: Online; the layout of email is different from a full sales page, which is different from a lead magnet opt-in page. And offline there’s even more differences.

But many of the same readability elements still apply.

Most of what we’ll talk about today will relate to the online world. Because even though I began copywriting 20+ years ago in the offline world, I understand and accept that these days most people are interested in online copy. So that’s what we’re going to focus on for now.


And with that short intro, let’s dive right in and talk about the basic layout and readability of our copy…

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Writing Winning Headlines – Fundamentals of copywriting Part 3

Reading Time: About 7 minutes

So in our last two sessions we went over the concepts of Understanding the product, and then we talked about how to define your ideal customers.


And now we’re going to begin tying the two together so we can present your product or service to your target audience in a way that means something to them.

Of course the first thing we need to do is get the attention of our ideal clients.

Because if we don’t get their attention then it doesn’t matter how good our offer is, because they’re never going to see it.

And that’s why today we’re going to start at the top of the page, with our “headline”.


Our headline can often make or break our offer, because It sets the tone for the rest of the copy.

The main purpose of our headline is to get the attention of our target audience, and offer them the promise of a better future (either take away their pain, or move them towards pleasure)

It’s the first touch-point from our offer. It gets our target markets attention by calling out and saying “Hey, here’s something of interest to you”.

And once we get peoples attention, then we’re off to a great start.


So if you’re ready to build an attention grabbing headline for your copy… Let’s get started…

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Defining Your Customers – Fundamentals Of Copywriting Part 2

Reading Time: About 4 minutes

Welcome back,

In our last session we talked about understanding your product along with its features and benefits.

But even more important than understanding the product, is knowing your audience. Because how you sell and the words you use in your copy is determined by who you’re selling to.

Simply put… unless you plan on buying 100% of your own product, it’s not about you or your company that makes the sale… it’s all about the customer and why they want to buy.


Understanding your audience Is critically important because each group of people will have different dreams and desires, and different fears, pain points, and cultural language that resonates with them.

For example: Stay at home moms have different priorities than single people with no immediate family. They may both want to buy healthy food, but one is doing it for the whole family’s sake while the other is doing it just for themselves. And you’ll need to use different language to trigger the emotional hot buttons from different groups…

If you’re selling to seasoned business professionals, you’re going to write differently than if you’re selling to first time entrepreneurs…

…If you’re selling to 20 year olds, you’re going to use different words than you would when your selling to 50 or 60 year olds.

These differences will influence the way you write your copy. And that’s why defining your customer is going to be the most important part of the copywriting process.


So let’s get started with defining your ideal customer…

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Understanding The Product – Fundamentals Of Copywriting Part 1

Reading Time: About 5 minutes

OK, so when it comes to the fundamentals of persuasive copywriting, no matter what you’re selling or who you’re selling it to, there’s a few things we always need to consider before we begin. It’s like setting the foundation for a building… The more solid the foundation, the more solid the building.

So today we’re going to touch upon one of the corner stones of a solid foundation…

Understanding the product.

We’re going to identify some key features and benefits that appeal to your audience. And we’re going to talk about understanding your offer (the product or service you’re presenting).

So if you’re ready… let’s get started…

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