There's no body without a skeleton
Easy Read
Jordan and I are renovating our home.
We started with the back garden. It slopes loads to the bottom left meaning we had no room for a shed.
So we decided to put some decking in for one to sit on.
I’m no handy man so I thought it would simply be a case of putting a few planks along, screwing them in place and plonking the shed on top.
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Obviously … I was wrong.
The joiners put in posts and frames along the grass and up the fence.
They were building a structure. A skeleton before applying the aesthetic bits.
One of them said to me after the job was done:
“Awk she’s a sturdy one that. Last ya years. Them posts and frames will never rot. Couldn't get a better foundation.”
And immediately I saw the connection with copywriting.
We’re all guilty as creators of flinging content out without a second thought.
Then we get our feathers ruffled because our masterpiece doesn't land the way we wanted.
It’s common as a writer, especially if we are writing anything shorter to just sort of wing our words and write without ever thinking about the structure.
But that’s kinda like building a body with no skeleton. A deck with no posts or frame.
Without it … the body would fold to the earth like a lifeless skin sack.
The same goes for structureless copy.
A confused prospect, a bored one, or a lost one just isn't gunna respond.
Because when you wing it … you’re writing from a place based on these same emotions. Confused and lost.
And it shows.
There’s a reason great copywriters structure their thinking. It helps them write faster, silky smooth copy.
And there are many techniques.
Number one being getting a second pair of eyes to read your work. Preferably someone ballsy enough to point out errors.
Get them to mark wherever its confusing with a C, wherever its far-fetched with an F, wherever its boring with a B. This will help identify spots where your copy isn't hitting.
Number two … they use structure formula’s.
Like this one:
It's taught by Roy Furr. It’s called PAISA
Problem - speak to the problem they are facing
Agitate - rub salt in the wound. What emotional agitation is the problem causing. Not only the outside issue but also the inner turmoil. Why is this frustrating? Why is this something they want to have solved now versus later?
Invalidate - what other solution have they tried and why was it invalid? Create a buying criteria for why other solutions aren't going to work and yours is.
Solve - detail your unique and valuable solution.
Action - ask for an action
Focusing on structure will keep you laser focused on what you're saying. Readers won't get bored.
And what’s a better compliment for your copy than that?
