Poor Fluffy. I asked you not to do this, and you’ve gone and broken the rules.
Things don’t look good for this cute little kitten I’ve taken hostage in case my demands were not met. She is awfully sweet, though.
We’ll just have to wait until later on in the article to decide the fate of Fluffy. But first, we really do need to discuss the ultimate goal of good copywriting.
Stick with me and I’ll go easy on the cat, deal?
Let’s get started. What is the primary purpose of any piece of writing that you put out online — whether a blog post, a networking email, a sales letter or a tutorial?
For starters, to get what you’ve written read, right?
Makes sense.
So, what’s the primary purpose of your headline, your graphics, your fonts, and every other part of the content?
The simple, surprising answer is…
To get the first sentence read.
This may seem somewhat simplistic to you. Or maybe even confusing.
For me, I came across this way of looking at copywriting later in my studies. I had spent plenty of time trying to master the art of writing a perfect headline, or properly conveying product benefits, or learning how to craft a compelling call to action.
But it all came together for me when legendary copywriter and direct marketer Joe Sugarman shared his secret for becoming a great copywriter:
Every element of copy has just one purpose — to get the first sentence read.
In his seminars, Sugarman would quiz his students on the purpose of various copy elements: the headline, the graphics, the sub-headlines, etc. Why are they important?
“What is the purpose of a headline?” Sugarman would ask.
Every time the student started with some complicated, jargon-filled explanation, he would cut them off.
“The purpose is to get the first sentence read,” he would counter.
“And the purpose of the first sentence is to get the second sentence read,” he continued.
And so on, down a slippery slide that leads to your offer and the sale.
This is an extremely valuable way to go about structuring any writing, and it’s crucial to writing intended to persuade or sell. Many times we find ourselves so eager to arrive at our conclusion that we forget that the essence of making a persuasive point (or causing any action) is how we get there.
Step by step.
Now… how do we get there?
With this simple framework in mind, the stage is set for drilling down deeper into the nitty gritty of the “step by step.” We’re now in a better position to more fully appreciate the specific techniques that apply to all of the various elements of strong copy.
For example, we can now see:
- why a strong, compelling headline is critical;
- why immediately focusing on the benefit to the reader is so crucial;
- why you must make a promise to the reader that you later fulfill; and
- why you must back up everything you’ve said with very specific proof.
If no one reads, all is lost.
And the key to getting someone to read is one sentence at a time, so compelled by that sentence that they want to read the next. In other words, how you say it is how you get there.
From here, I’ll be starting a series called “Copywriting 101.” We’ll examine the core principles and elements that take a reader from the first sentence to the sale, subscription, download or other action.
And while I did get you to read this entire article, I wouldn’t exactly recommend the strategy employed here. It worked, but pulling cheap stunts like this won’t help you in the long run.
Besides… my four year old daughter staged a daring rescue of the kitten when I wasn’t looking.
Kids!
Subscribe to Copyblogger to learn how to apply these basic principles to your online marketing efforts.
30 comments... add one
#1 Sam → 02.16.06 at 11:37 am
Ahhh — the old reverse psychology angle! :)
#2 Lux → 02.28.06 at 11:07 pm
Just found your site — very sound advice and very vividly explained! I’ve just subscribed and can’t wait for more (I’ve almost finished reading what’s up here so far :)). Cheers! -Lux
#3 Jay → 03.07.06 at 6:58 am
Your articles keep getting better.
http://www.ncrealestateblog.com
#4 This post is worth $500 - Flee the Cube → 03.26.06 at 9:26 am
[…] So here’s the really valuable part of this post. If you’re new to copywriting like me, then you need a good place to get started. You need a resource that breaks it down without wasting your valuable time. And that resource is Copyblogger. He’s been doing this for 8 years now, and with a background in trial law, you gotta figure he knows how to persuade people. I especially like his Resources section. • • • […]
#5 Gary Paul → 05.03.06 at 3:39 am
Excellent points presented by someone who clearly knows what they’re talking about.
There’s been plenty written on the subject of “hooks” and “killer titles”, but it’s still always refreshing to read a post by someone who can present clearly and concisely why this is essential and hwo to do it.
#6 David Njau → 05.06.06 at 8:07 am
Good site. Isn’t it funny how education is never ending. Thank God for dear Internet, am learning something every day.
#7 MyInfoArchive.com » SEO Copywriting is a Waste of Time for Blogs → 05.13.06 at 11:39 am
[…] Learn how to sell with blog copywriting and RSS marketing at Copyblogger. You can subscribe for free via RSS or email. […]
#8 Static Brain → 05.24.06 at 3:20 am
helpful advice on blogging. I am reading the rest of it now.
#9 How to Get 53% More Readers for Every Blog Post You Write | Copyblogger → 05.24.06 at 11:01 am
[…] Of course, the single most important rule of ultra-specific headlines is that you need to be able to back up your assertions. And as I’ve done before, I break the rule in order to make the point (which is the true joy of writing a copywriting blog). […]
#10 eTalkMoney - eTalkMoney ways to Earn Money over the net » Copywriting 101 → 06.01.06 at 3:08 pm
[…] Don’t Read This Post (or the Kitty Gets It)! […]
#11 Susan Weiner → 10.17.06 at 6:33 pm
Your headline is priceless!
#12 How to Go Out In Style With Your Ending | Copyblogger → 10.26.06 at 7:54 am
[…] Once you’ve sucked people in with your headline, entranced them with your opening, and sent them down the slippery slide with each sentence until the conclusion, you may find yourself wondering… […]
#13 Write in simple, natural language → 11.21.06 at 11:02 pm
[…] Another advantage of writing simple is that the readers will read your text to the end. This is an often overlooked aspect that many writers neglect. In real copywriting, you need to write a sentence with the only purpose of the next sentence to be read. And so on. […]
#14 How to Write Exquisite Subheads | Copyblogger → 12.06.06 at 1:21 pm
[…] With each sentence and element of our writing, there’s one main goal—to get the next sentence read and keep the reader engaged. At all times readers must feel like they are gaining continued benefit from investing their time in your writing. […]
#15 Top Blogs » Blog Archive » Copywriting 101 → 02.05.07 at 4:49 pm
[…] Don’t Read This Post (or the Kitty Gets It)! […]
#16 Brendan → 02.13.07 at 2:03 am
Great headline, good article. What I’m missing, however, is a step by step process, in which you would walk a reader through the steps of generating a headline similar to the one you used. I’m sure there’s much more to it than getting your customers to “read your first sentence”. Otherwise, look forward to reading your future posts!
#17 Leal → 03.16.07 at 8:55 pm
People need a teacher at times, and I have found a one. Your articles are very educational in every sense of the word, for you put sense in copywriting.
#18 Rian → 03.20.07 at 1:45 am
Brian,
Have you studied anything by John Carlton? I’ve heard nothing but good things, and just want to learn from the best. I’ve looked at purchasing his materials, still deciding on the 2K price tag. Any other recommendations?
#19 Edgar Sánchez ´s Weblog » Escribiendo Copy para tus Anuncios online → 05.03.07 at 9:55 am
[…] Don’t Read This (or the Kitty Gets It)! […]
#20 wen → 06.08.07 at 4:41 am
hi brian nice tips…
#21 The purpose of the first sentense is... To be remarkable is... | uchira.net → 06.10.07 at 5:06 pm
[…] Don’t Read This (or the Kitty Gets It)! | Copyblogger […]
#22 Jackie Anderson → 06.23.07 at 4:11 pm
Copywriting 101, is a great tutorial. I stumbled upon your site today and I was reminded of a cliche that I’ve heard on many occassions “when the student is ready the teacher will appear”, need I say more!
#23 Jeremy → 07.28.07 at 9:10 am
Jackie,
Great point - I had stumbled across copyblogger a couple of times in the past, thinking it was just an average ‘me too’ site (linked from ProBlogger), but just yesterday started to look more closely and found this to probably be the most useful site available on how to write good copy for one’s blog.
Excellent work, Brian - looking forward to a lot more additional and useful content.
#24 mohammed → 09.02.07 at 2:34 pm
this guys a genius! please be my mentor!!
#25 John → 10.03.07 at 3:48 pm
I guess that makes sense… If the headline and the first sentence does not grab the readers attention, then the rest of the story is useless… Interesting…
#26 The Daily Stick » 10.16.07 → 10.16.07 at 2:14 am
[…] headline for a great Copywriting 101 article from Chris […]
#27 Arif Vakil → 01.07.08 at 9:09 pm
Hi Brian,
I’ve been a reader and fan of copyblogger since I’ve stumbled across it. Have been immersed in your latest posts and did not venture beyond. But now that I have, there’s treasure lying in your earlier posts too.
Looking forward to peacefully complete and apply all the principles in Copywriting 101.
Thanks Brian, keep blogging.
#28 Jason → 02.11.08 at 4:51 pm
Hi there. I’ve stumbled across Copyblogger in the past and shrugged. Now I’m all about studying copywriting and I see it’s power.
I can’t believe the wealth of copywriting information you have on this blog. There are a lot of direct response techniques I’ve been wanting to learn from all kinds of copy-masters, but I’m sure a lot of those teachings are within these pages.
I’m looking forward to reading your blog like a kid in a candy shop.
See ya,
Jason
#29 Dan McCord → 04.14.08 at 4:58 am
You say you don’t recommend the Kitty Gets It strategy. Well the January ‘73 issue of National Lampoon magazine “If You Don’t Buy This Magazine, We’ll Kill This Dog”, is the American Society of Magazine Editors 7th best magazine cover of the last 40 years. It also got my attention enough that it was the first issue I ever bought! Maybe cheap stunts DO work!
Thanks
Dan
#30 SEO Copywriting is a Waste of Time for Blogs | Copywriting Classes → 05.05.08 at 4:05 am
[…] how to sell with blog copywriting and RSS marketing at Copyblogger. You can subscribe for free via RSS or […]
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