Every good story has a beginning, a middle and an end. Producing sales writing follows exactly the same pattern and this article will show you how.
This is where it all starts. Your headline has to capture your readers' imagination and therefore should contain or be lead by a benefit:
"Miracle White gets stains out first time – and that's a promise!"
When starting a piece like this, it is essential that the beginning of your copy continues the same theme as your heading:
"Tired of washing and re-washing clothes because of stubborn stains? Well, now's the time to take action …"
That is a very cheesy example, but I think it gets the point across.
The beginning is where you'll state a problem that needs solving. It will highlight the topic of the writing and gives it purpose. You can also start with something pleasurable – this works well when selling a product that has a desirable effect on the user (ie makes them more attractive etc.)
This is where you have to convince your reader your product is right for them.
You will introduce the product which will solve the problem you highlighted at the beginning of your copy. So continuing the washing power theme, it could go something like:
"Now you can remove all stains first time with Miracle White." "Re-washed and extra products will be a thing of the past. Now you just need one product for incredibly clean washing every time."
Up to now, we've just been talking about the product and the problem it will solve. Now you can bring in your reader. This section is the call to action – where you tell your reader what to do next:
"Get your sample now by calling xxxxxxxxx"
So, as you can see, being a copywriter is like being a story teller. Just follow the traditional format for a story and you'll create great copy.