15 May Copywriting tip 20: The copy loop
I’m 20 days and 20 tips into this journey.
So far, we’ve looked at how to start the writing process.
How to open your copy: in the reader’s world.
How to craft your writing, shorten those sentences and words.
But how do you finish your piece of copy?
My brother, Piers, is a conductor.
No, not a bus conductor. A musical one.
Here he is at work:
And here he is with the Queen:
But that’s a story for another time …
Piers tells me that sonatas have three movements.
The first movement is called the Exposition: introducing the musical theme.
The middle section, the Development, goes off and explores that musical theme.
But the last movement, the Recapitulation, returns to the original musical theme.
It’s a reminder, for the audience, of what originally drew them in.
There’s a finality. Closure. Like the full stop at the end of a sentence.
Good copy does the same thing.
End with a reference to the headline or opening line of your copy.
For example, let’s say you’ve got an opening line of:
Our new range will save you an arm and a leg on servicing costs.
We go into beautifully-crafted copy. Then, the last line:
So, save an arm and a leg. To use for better things.
Like picking up the phone, or walking to your nearest store.
Can you feel the relief? We’ve arrived.
There’s a completeness.
It’s known as the copy loop: looping back at the end.
(But I call it the copy sonata.)
What you can also do is build in a threat.
For example, an opening line of:
Content marketing is the future.
A positive copy loop would be:
So, to see what the future holds, call us.
But a threat version would be:
So, don’t get stuck in the past. Call us.
Careful. Don’t threaten them with death. Or divorce. Just a gentle reminder of the repercussions.
So, always end your copy with a reference back to the first line or headline.
You’d be loopy not to.
This tip is based on my 30 Tips in 40 Minutes webinar.
Feel free to download a version of the slides and watch a video of the one-hour webinar.
Image source: Pixabay