The beginners guide on how to write copy (concept + flow)

Copywriting

Dec 10

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Not a natural writer? Find it hard to construct sentences that make sense and guide your reader to make a buying decision? No worries, I’m laying out the foundations in this post.

The beginners guide on how to write copy – concept and flow

Before understanding how to write persuasive copy, you must understand the basics of writing. Now, of course I don’t want to make it sound like you’ve no idea how to write, but I thought it would be useful to lay out the fundamentals for you, especially if you’re not naturally gifted at writing.

I’m going to tackle the ideas of concept and flow in how you structure your writing because these are the foundations for your writing to make sense, have a clear thought throughout the copy and ultimately be able to connect with your reader (which is what copy should always be about).

Why? Because connection is what makes your reader say “I need this!” and then hit the buy button.

Purpose

All copy must have a purpose. Think of it like a journey.

Your writing should have destination in mind as you go on your journey, otherwise your reader will feel lost and confused. Decide what the purpose of your copy is first so you can then plan the path to take your reader there.

It may fit into a bigger picture strategy depending on what element you’re writing. For example an email for a sales campaign will be linked to a bigger purpose of a launch or a promotion but it should still have a purpose of its own.
Let’s take this post for example. The purpose is to lay out the basics of writing so that you can write better.

Concept

The concept is the idea that flows through your copy. Remember to keep this in mind as you take your reader on the journey. There should be touch points within your writing where you refer back to your concept to give it structure.

The concept in this post is how I’m referring to writing as though it’s a journey.I can drop in a variety of mini-ideas that all link back to the concept. Like, how the path can have twists and turns and we may pause to inspect something interesting along the way (as in this section where I’m talking about the concept), but we’ll always continue the journey to the destination.

Flow

The flow is how you build your paragraphs so that each one “takes the baton” and continues the journey. It can be confusing if you suddenly start talking about something completely different in a new paragraph or section, unless of course you bring the concepts together in another paragraph.

Think of your paragraphs as starting with the high level topography and then zooming into low level detail. Much like looking at your map (on a journey!) you see the lay of the land, then you focus in on the minutiae.

For example:
“Today I bought a bagel. It was no ordinary bagel. It had a golden brown glaze, with poppy seeds encrusting the edges and as I bit into it, it oozed melted (vegan) edam cheese. The bagel was the best thing I’ve ever tasted. Like, better than the chocolate fondant fountain at my second-cousin-half-removed’s wedding, which was a complete disaster (the fountain not the wedding – although that remains to be seen since no one really likes her new husband). Imagine dark chocolate goo and beautiful ivory Duchess satin.... not a good mix.”

Now, I know that this paragraph doesn’t make sense because it’s out of context and you may consider it as a story rather than copy, but this can be tied into a sales message... but the point is you see how the start of the paragraph is high level and then as we read further we get into the detail.

For fun, let’s link this story to a sales message…

“But you know what is a good mix? Our Peppermint scented vegan hand wash and hand cream. They go together like Batman and Robin, like cheese and biscuits or like a Blankety-Blank cheque book and pen (you’ll know what I’m talking about if you’re from the UK and grew up in the 80’s – go on Google it!). Anyway, our customers love this dynamic duo and it proves to be one of our bestsellers! Why not give it a try? … [link to product page].”

Not only are you getting a lesson in “flow” you’re also getting a lesson in “segues”… how to skilfully slide from a story or topic into something that relates to your business or products.

Follow the map and you’ll reach your destination

As with all good writing structures, remember to continually refer back to your concept and build out the journey so that your customers feel satisfied in reaching the end.

Any questions about writing structure then hit me up in the message form on my contact page.