How to Craft Cash-Creating Climactic Copy

Have you ever picked up a book off the shelf at a local bookstore, read the front and back covers, opened it up and, after reading a few pages, just couldn't put it down?

Do you remember, after buying the book, how you flipped each page with an almost excruciating curiosity because the story was so tantalizing, you became increasingly riveted to the book with each subsequent chapter?

Copy is, or should be, the same.

Look at it this way: Good copy makes a good case. But great copy tells a good story. A great copywriter is also a great salesperson. But all great copywriters AND all great salespeople also have one thing in common...

... They are also great storytellers.

The closer your copy reads like a compelling story -- keeping the reader interested and engaged, hanging on to every word -- the greater your chances she will read your copy until the end and, of course, buy.

Your story should tickle the reader's curiosity and pull her into the copy. Each new idea introduced should build on the other, pulling the reader further and deeper into the salesletter. Your copy should almost mesmerize the reader to the point she's in a trance-like state, totally engrossed in your story.

Each paragraph and each word crescendos and prepares you, step-by-step, for the climactic twist in the story's plot.

The climax, of course, is the offer.

And the plot, in copywriting, is called the "platform."

To read the rest of this great Michel Fortin article that will help you write great landing pages, go to
http://michelfortin.com/archives/2005/06/how_to_craft_ca.htm