It should not, decidedly not, be talking about something entirely different from what is contained in headline – as a lot of so-called copywriters tend to do. This merely diverts your prospect’s attention from your major proposition. Always remember that reason he is bothering to read your body copy is because he has been intrigued by your headline. He wants to be sure he has understood message.

All right, with opening para written, rest should write itself. Your second para should talk about features of product. How it works. What it does. How fast it operates – that kind of thing. And if it has a lot of features, expand your writing into a third and fourth paragraphs if necessary.

This done, your penultimate para should refer back to headline – once again reiterating benefit. After that, all you need is a call-to-action paragraph; one that describes where, how and when product can be bought.

And that, in a nutshell, is how to construct body copy. The formula, however, is not set in stone. Just so long as your first paragraph is always a re-work of headline message, you can do more or less as you wish with rest of it.

Simple – isn’t it?

Patrick Quinn is an award winning copywriter with 40 years' experience of advertising business in London, Miami, Dublin and Edinburgh. He publishes a FREE monthly newsletter, AdBriefing. Subscriptions are available at: http://www.adbriefing.com

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