Over the years I’ve worked for several clients in the, “writing advice” niche.
In this capacity I mostly wrote copy but also worked on several courses.
This experience taught me a lot about writing.
You see, one of the first steps when planning your novel is coming up with a theme. In case you don’t know, the theme of a novel is the idea behind your story. You could also describe it as the meaning or overall feeling of your book. The theme provides an umbrella under which your characters operate and also a direction in which the plot moves. This is important because without a theme you have no story.
Themes are also useful when writing copy.
In fact, basing copy around a theme is critical if you’re writing things like sales letters.
You need to have some general overarching idea behind your copy.
Ideally this should relate to your markets wants, needs, desires, or problems.
The theme should be an idea which appeals to buyers and helps to sell them.
If you’re selling a trading course your theme could be escaping the rat race.
With diets it could be changing people’s perceptions of you.
A cryptocurrency product might have the idea of getting rich quickly.
The bottom line is that all copy should be based around some type of theme.
Your theme provides a framework for the copy, defines what you say…
…and also creates a general direction for the copy to move in.
Until next time.