This episode is taken from the third chapter of my book Hardcore Copywriting: 45 Essential Marketing Strategy and Writing Courses (written in Traditional Chinese). The articles in this chapter have not been published online, and I’ll make them podcast episodes for you to enjoy.
The foundation of copywriting is the combination of “title + subtitle + body text.” You can find this pattern on almost any business website. While it may appear straightforward to write, crafting content that effectively conveys a message requires a certain skill level to hit the right point.
The three elements—titles, subtitles, and body text—call for different writing skills, especially “write from scratch" for the titles and “derivation” for the body text.
Titles: writing from scratch
The best way to write a title or slogan is, of course, a sentence from a flash of inspiration that is succinct, profound, lively, and unforgettable.
Let's start with the basic techniques that turn plain ideas into sentences when inspiration strikes.
The “scratch” is not a blank piece of paper but the USP (unique selling points) we extracted from the FFAB (features, functions, advantages, and benefits) devised as discussed in the previous article.
Pick one of your favorite USP and grow it into an attractive slogan. Give it better wording and even some rhyme, pick the refreshing and persuasive tone, and off you go.
Subtitle: extending and solidifying your big idea
If you are sure that the title or slogan works, then it is easy to write the subtitle. Subtitles usually serve two functions: to meaningfully extend the title or to repeat the title in different words. Less creativity is required here, but remember to maintain the continuity between the title and the body text.
Compared to titles, subtitles can be more straightforward; just remember to avoid repetition. If you come up with a better idea while writing a subtitle, you can take the opportunity to switch it with the original title. Yes, sometimes they are interchangeable.
Body Text: logical derivation from the USP
Body text usually consists of longer paragraphs consisting of sentences, with obvious logical and rhetorical needs between sentences. Let’s start with the structure and polish it later.
In the previous article, I mentioned the “deep-level analysis" of FFAB, and it serves a purpose here. Let's take the electric car example: assuming that the first USP from the FFAB analysis was “no gas needed,” we’ll call it "USP #1" and derive an entire paragraph from this short sentence.
What are the reasonings behind “electric cars need no gas" that can be extended? Here are a few of them, and let’s label them as "USP #1-x":
Fossil fuel is running out (USP #1-1)
Gas price is rising (USP #1-2)
Electric power is the future (USP #1-3)
The following diagram illustrates these derived points:
USP #1-x are the subjects of the next three paragraphs. The simplest technique to extend the theme is taking advantage of the common “because/so” pattern.
The following short paragraphs are examples of the extension:
Fossil fuel is running out (USP #1-1): “(because) the Earth's finite oil reserves are about to be exhausted because of intensive human consumption."
Gas price is rising (USP #1-2): “(because) due to the oil shortage, gas prices keep rising, and the recent international turmoil has made it even more difficult to predict future oil prices."
Electric power is the future (USP #1-3): “Electric cars are the future of transportation since (because) electricity can be generated from multiple sources and is renewable,” which echoes the title and subtitle.
Then, draw to a conclusion:
"Leading this trend, the Acme Electric Cars, based on advanced technology coupled with deep hardware/software integration, will become the forerunner on future roads."
With the key points and sentences prepared, we are nearly finished with the copy about Acme Cars' USP #1. By thoughtfully linking the three reasons and the conclusion provided above, you will create a “no-gas copy module” that outlines the reasons and benefits of choosing electric cars over gas-powered vehicles.
This approach only fails if your “because/so” reasoning is flawed.
The copy is nearly complete; however, it may require some fine-tuning and perhaps a few twists to enhance its persuasiveness and liveliness.
Before you call it a day, remember to do the following checks:
Go through the title, subtitle, and body text to see if there are any contradictions, repetitions, or technical errors in the argument;
Check for typos and grammatical errors;
Retouch the entire text as needed;
Identify areas needing stronger writing skills or clearer communication.
Recheck with the product manager for any USP needing emphasis and modify as needed.
One more tip: read your text out loud while standing to check its flow, and revise any sentences that feel off.
Isn’t it straightforward? If you possess fundamental writing skills, the suggested copywriting structure should come easily. However, keep in mind that copywriting is merely one method to convey your marketing appeal and strategy. It’s crucial to consider elements like product features, target audience positioning, psychological mechanisms, and the selected medium of communication. These factors hold more significance than just crafting elaborate copy.
More to know
As a side note, if you’re working for a multinational company, ensuring the "translatability" and "cultural transposability" of your content is crucial. Consider these questions:
Can my copy be easily translated into other languages? (Which languages does my company need?)
Can I transform a foreign copy fluently, or even exceptionally, into my local language?
Might my copy unintentionally breach language, cultural, or market sensitivities in certain regions?
Will my copy lose its intended meaning when translated into different cultures?
Advanced question: Can I recreate my excellent copy in another language?
The more meticulous and compelling your copywriting is, the more carefully you consider these aspects, and the greater the chances are for your work to gain visibility in international forums, ultimately leading to more opportunities for you.
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