More than half the battle of creating compelling content and copy is solid structure. Disorganized writing inhibits understanding, and without understanding, you’re not going to get a warm reception when you ask for action. Plus, without structural guidelines to follow, you end up leaving out information necessary to your case or promotion.
There are plenty of popular writing structures. One is the inverted pyramid that some journalists favor, which is fine if your goal is to allow the reader to leave mid-story, but not so good if you want people to stick around while you make the case for your call to action.