WRITING IS AN ART #12

HAVE YOU GOT A BEAUTIFUL BODY?

In previous blogs, I’ve covered the importance of having a good start to an article, case study or press release. I now want to move on to the main body text.

In shorter items, your first paragraph needs to contain much of the ‘guts’ (to use another body term!) of what you want to say. Remember that many readers will only look at the start and end of an article unless they are really interested in it.

If you are writing any type of marketing copy, you need to focus on benefits, benefits, benefits. Don’t confuse features with benefits (which is very easy to do). Ultimately, the customer wants to know what’s in it for them – how your product or service will save them time, money, trouble etc.

From then onwards, use separate paragraphs for each main thought you want to get across. Try not to waffle, or you will lose your reader. Avoid sudden changes of direction. Link paragraphs wherever possible to keep the text flowing. Creating your body copy can be a bit like a chain – each link is important. Without strong links, the whole chain could fall apart!

Whatever you do, keep writing – practice makes perfect!

Have fun

Phil
Freelance copywriter

Web: http://www.phila.co.uk
Email: info@phila.co.uk