Reader, Mark B, asks:
“Do you have a structure that you always follow when you write? If so, would you mind sharing it?”
Yes, I do indeed have a “structure,” my young copywriting padawan.
And here's the best part:
It's so simple that you can start using the same structure today, and start making sales.
Plus, it's got nothing to do with being an amazing writer or anything like that.
So let's look at how you can use the same structure that I use so you can create some great content designed to sell your products.
You can use the same structure for your emails, blog posts, or social media posts.
Okay, so, I'm all about simplicity.
I always try to keep things as simple as possible. Both for myself but also for the clients I coach. So, while I do have a structure, I always follow when I write, it's not very sexy, and it's definitely not very “advanced.” But, it works, and that's all I'm focused on.
I'll show you the general structure first, and then I'll explain it in a little more detail.
However, it's more of a rough outline than an actual structure.
But this is the exact outline I * always * start out with before I write anything:
4) Subject Line
I told you, it's not very sexy.
And it definitely won't produce likes on Facebook.
But it works.
So here's the gist of it:
First, think about the story you want to tell. It can be anything from a time you ran a half-marathon without practice … or something about a book you read … or it can be an episode of Friends … (by the way, all three of those examples are stories I've used myself) … the point is, it doesn't really matter. You should just think about fun stories that happened to you, and then write a few words to help you remember what happened.
Second, think about how you can tie that particular story into whatever it is you're selling. For example, a couple of weeks ago, I wrote an email about Jean-Claude Van Damme. I then tied that story into how you don't need to be * great * at writing highly converting emails. You do, however, need to be world-class in helping your clients transform their lives. Again, notice, it's all about keeping things simple. I'm telling a story about JCVD and tying his accomplishments into the product I'm selling.
Third, write whatever CTA you want to focus on. For example, book a Strategy Session, download something, buy your product, etc.
Fourth, brainstorm 1-3 ideas for subject lines to get you started (once I'm finished writing my email, I come back to the subject line and give it a final polish).
Fifth and final step: Now, you're ready to start writing your post.
Not particularly sexy, that's for sure.
But this simple outline makes it * very * simple for you to write something that 1) People will love to read, and 2) Without sounding spammy or salesy even if you're selling something.