The secret of great copy is pretty simple.
If you can connect emotionally with your ideal reader and write a sentence that builds upon the preceding one as effortlessly as water rolling off a duck’s back you have done your job,
For B2B copywriters and content marketers getting this skill right is even more important. Your copy is meant to persuade people to do something that hopefully ends with a substantial amount of money changing hands.
For this reason I have always believed that studying direct marketing sales letters is one of the best ways to write great B2B copy.
DM copywriters can’t use anything other than words to convert readers. So they pull out all stops and use everything from a catchy headline that grabs readers by the throat, a lead that sucks them in, body copy that makes them nod their head in agreement and a finely crafted close backed by rock solid guarantees that has them whipping out their credit cards.