Mini-Course: Lorrie Morgan-Ferrero’s Copywriting: Wrangle ‘Em In With The Inverted Pyramid

Just wanted to share a fantastic mini-course by Lorrie Morgan-Ferrero. I’ve taken the course on which this mini-course is based on and it’s fantastic. It changed the way I looked at my copy forever! If you don’t have your copy of Red Hot Copy to Woo Your Target Market, you should snag it now before the price goes up!

Wrangle ‘Em In With The Inverted Pyramid

Studies show you have 3-8 seconds online before attention is lost forever. Once you’ve grabbed them with your kickin’ headline, you need to keep your prospect reading. That’s why you must put your most important information up front.
 
This is a journalistic technique called the inverted pyramid. Imagine a triangle upside down balancing on its tip.  The most important information represents the base of the pyramid - on top.
 
Look at a newspaper article. Notice the who, what, why, how, when and where are always at the beginning. The lesser information is at the bottom or on the tip of the pyramid. In copywriting, the lesser information gets tossed away completely. You’ll need to end with a strong close unlike journalists who simply stop writing to end their articles.
 
Copywriters should do pertinent research whenever possible. With the Internet there is no excuse. The meatier your information, the more likely folks will stick around and read it.
 
For statistics on population, economic and geographic data, a good place to start is American Fact Finder, http://factfinder.census.gov. Check out CEO Express, http://www.ceoexpress.com, for a comprehensive list of just about anything you’d want to know.
 
The next copywriting Lesson is chock full of tangible TRICKS you probably didn’t think of that you can apply to your own copywriting immediately.

Warmly,
Lorrie Morgan-Ferrero 

P.S. Remember to get your copy of *Red Hot Copy to Woo Your Target Market* now before the price increase on February 20th! Click here to get yours.

P.P.S. Don’t forget: http://www.youtube.com/watch?v=VBLJUIXhntw

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