Sinatra sings the theme song, cast of respected veterans treading
relevancy + charming new faces – Rome, glamorous Rome. If you haven’t seen Three Coins in the Fountain, it’s worth a rainy afternoon and a few
hankies. What’s it got to do with writing
Copy? Thorough information presented
artfully enough to encourage participation by its Prospect, no matter the idealized
plot (concept) and product (romance).
As is usual when I teach body copy, I’ve given the class the
option (this week, at least) of writing some copy. Three paragraphs, in keeping with Prospect,
product, Objective. Regardless the
lesson, I often evoke the Three Paragraph rule.
Why ask for that much (I admit I chuckle when three paragraphs are
referred to as “long copy” – if they only knew) from beginners, especially on a
first (if optional) assignment?
Three paragraphs show me a lot about how you think, where
your strengths/weaknesses are. Forces
you to consider structure. Gives room
for product information/prospect benefit.
Forces segues, meaningful/memorable closes. Encourages immediate immersion with little
room for long explanations of headline, concept and/or introductory copy.
Writing three paragraphs, well crafted, is the door to the
same message conveyed brilliantly in a mere three lines. It forces you to consider where things go,
what information’s important, how to tie into the line/headline without
repeating it. Teaches you the close
can’t be a URL and how to keep the whole thing active, energized, motivational
and memorable.
First, a warning:
it’s 2013, not the 70s/80s. Back
then, the “formula” for body copy was three paragraphs. First paragraph, repeat/explain the headline,
introduce the next paragraph. Second
paragraph, a discussion of product, including the inevitable laundry list of
features/benefits like the real list
of features/benefits. Third paragraph,
conclusion, call to action containing a repeat/summation of headline
disguised as some sort of call to action.
This “formula” went out with cutting edge Creatives in the
70s, with the 80s for those slower to catch on but still pushing for quality. Yet you still see it
today. Why? It’s a logical way to organize. Like all formulae, its roots are in
logic. Like all creative formulae, it’s
boring, predictable and screams been there/done that.
Today, we don't write body copy. We just write. Don't talk about the product, just talk product. We don’t have enough room/Prospect interest/good will to do
it that way anymore. Even when writing
really long copy which can spread across multiple web pages, brochures, white
papers and traditional media advertising.
Repeating anything, let alone something as visible/hopefully memorable
as the headline, makes today’s Prospect think been there/done that and stop
reading. If you have to explain the
headline, it’s not working. So what goes
in the first paragraph?
I don’t care, as long as you don’t waste it. Find a way to jump right into the
motivational sell the headline set you up for.
Often, beginning writers will fill a first paragraph with empty b.s.
that gets them to what should really be there, which they put in the second. I always eliminate those (empty b.s. paragraphs). When I do, it’s easy to tell it’s not
needed. Something beginners are
uncomfortable with doing themselves.
What I look for is an easy flow from first to
second. Segues from paragraph to
paragraph. Language that involves me
(the Prospect) right away, from word one.
The second paragraph flows out of the first. It continues in tone, motivational sell and
product information/benefits. Streams
from line to line, “forcing” the reader/Prospect from one line/one thought to
the next smoothly. Giving them no excuse
to stop. Then flowing/creating a
logical, smooth segue to the next paragraph/thought.
Third paragraph flows from second. Continues tone, motivational sell, product
info/benefits. Forces the reader to the
close, which is the memorable, motivating, active and uplifting in energy and
thought. A call to action, sure. It’s part of the last paragraph, but is only
the last line when/if it makes sense and doesn’t drag down the energy of the
line/paragraph/ad.
All three paragraphs must be free of Copy Sins (especially
Next, Then and other words trying to disguise a lack of flow/segue), be active,
visual, conceptual and delivered in a
tone/language which speaks directly and motivationally to the Prospect, bringing
them to the same conclusion as you (that strong, active, high energy final
line).
At this point it’s not about style as much as it’s about
maintaining tone, flow, logic of argument, interest, energy. Keeping your structure simple, logical,
interesting. Your product
benefits/information the same. Follow
the Creative Process as it plays out in your KCWP. Let your Prospect do the same.
Three paragraphs forces two paragraph-to-paragraph
segues. Gives you enough room to
play. To address product. To engage the Prospect in a conversation within
the context of concept, headline, KKF.
Three Coins. Three
paragraphs. Presented artfully enough to
encourage participation/romance your Prospect, no matter the idealized plot and
creative strategy.
How to nail it: don’t
sweat it. Don’t worry it. Watch for creatively hidden
redundancies. Keep your structure
simple. Remember three paragraphs
doesn’t give you room for wasted words, boring the Prospect, b.s.ing what the
product’s all about.
Blog Posts: If you’ve already read these, go back and
read them again. Lots of info about
writing headlines, writing body copy, editing, Copy Sins, etc. All the stuff you need to think about when
doing the Three Paragraphs assignment.
PLEASE NOTE: Those 3rd
Q CWs attempting to write/edit on your own:
don’t worry, you’ll get lots of help, feedback. That’s what the :45 minute skype sessions and live class touch-bases (next scheduled for week of 5/19) are
for!
8/27/12: Features, Benefits and Language of Concept
(don’t worry too much about Language of Concept at this point – Features and
Benefits are what we’re after)
9/11/12: The Joy is in the Edit (what you want to do
before sending me your copy)
11/24/12: Kamikaze Copy Sins: Assignment & Results (do the assignment
for fun, but study the results)
2/6/13: Doreen’s Top Twenty All Time Copy Remarks
(read the remarks, see where they apply to what you write. If/when they do, you know you have some
editing to do)
4/14/12: Kamikaze Copy Writing Course Lesson #1:
Headlines (should help w/your line choices/edits)
4/16/12: Tips, Clues, Edits
This post, like everything you read at kamikazecreative.blogger.com, is (c) 2013, Doreen Dvorin/Kamikaze Creative
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