As a copywriter do you want your copy to connect with your reader on a personal level? Do you want your words to make them act and buy from you?
I am sure the answer to those questions was a resounding YES.
But there is so much more to copywriting, isn’t it?
The more I read and learn about copywriting the more I realize how I am touching just the surface.
From the power of the words you choose. To the psychological triggers that make a person interested.
This article was inspired by reading The Adweek Copywriting Handbook by Joseph Sugarman. At the very beginning of the book we are presented with three crucial points we need to focus on when crafting the beginning of our ad copy.
Those three magic ingredients are so simple as you are about to see for yourself. After all, you want your copy to be so compelling that the reader is giving you their undivided attention.
Keep reading to find out how to structure the beginning of your ad.
Your First Sentence
The sole purpose of the first sentence in an advertisement is to get you to read the second sentence. — Joseph Sugarman
Never underestimate the power of your first sentence when writing copy.
You want to make it short, easy to read, and intriguing enough to the reader.
By doing that you can awaken a sense of curiosity right from the start to your copy. The person reading will effortlessly move through your sentences.
Sentences should carry a certain rhythm right from the start.
As you would’ve noticed by now the first thing a person reads is the headline. Then they read the sub-headline that goes into more depth of exposing the problem at hand. Then there’s the full-on copy that goes into more detail. Here is where you engage the reader with your story, benefits, testimonials, product comparisons, and so on.
Buying Environment
Your ad layout and the first few paragraphs of your ad must create the buying environment most conducive to the sale of your product or service. — Joseph Sugarman
The best sales are made when the buying environment facilitates the sale.
What do I mean by that?
Consider you are looking to buy a car. You can watch all the videos, read the online specifications, and do thorough research on the car. You could go on forums and other platforms and ask others what they think of the car.
Logically you made more or less the decision — you want the car, but…there’s something missing.
What’s missing is the real feeling of the car.
So you go to the nearest car dealership. A consultant greets you and shows you around. Slowly you walk and as you both make conversation your eyes shift from one shiny car to another.
Until… your eyes notice the one you’ve been reading about all this time.
You walk around it. You notice the tiny details up close. Then the consultant opens the door and invites you to take a sit. You feel the wheel, adjust the seat. He tells you about the features of the car you‘re already well aware of.
Then he asks you — “Would you like to start it?” Yes, you do.
You put the keys in and the motor roars and gives a vibrant sound that fills the air. You feel powerful as you rev it. The smile on your face is there, you are complete. It feels good. This is it. Sold.
So that is the buying environment. The same can apply to art galleries. Showrooms. Boutiques and shops.
Everything that facilitates and encourages the sale. The environment that leads you to be comfortable enough to take out your hard-earned money and pay for the product or service.
When it comes to copywriting. The buying environment of your copy is done by the outline of your copy. The headline, color, images, paragraphs, pricing, call to action, testimonials, and so on.
Go to any online page and scan the copy they use to sell to you. That’s the environment they crafted to make you interested in the purchase. From reading your first sentence to the last and then clicking on BUY NOW.
You are creating an environment for the person reading you the same way the car dealership did for the prospect.
Get The Reader To Say — “Yes”
Yes is powerful. When a person replies yes to what you say they approve of you and trust what you have to say. The more they agree the harder it will be for them to say no to you.
I believe this is also a tactic used in negotiation. The first time I heard of it was when I read Never Split the Difference by Chris Voss.
On a psychological and behavioral level this makes sense. And so it applies to writing copy as well.
When you get the person reading to nod along and agree with you there is trust and connection between the both of you.
Get the customer to nod in the affirmative and agree with you. — Joseph Sugarman
Perhaps, you noticed how I used this at the beginning of this article when I asked you rhetorical questions.
Did it work?
Quick Summary
In short, there are three tips to keep in mind when you structure the beginning of your copy.
First, get the person to read you. The main job of any copy is to be read, one sentence after another. Make it flow.
Remember that your copy creates the buying environment most conducive to the sale.
Finally, get the customer to nod and agree with what you say. If the person reading you shares the same perspective you do then they are more likely to listen to you.
