The Importance of Intro Copy

More good writing tips from Nick Usborne's Excessive Voice Blog. This one's about the importance of leading an email or newsletter with what is called a "Johnson box," a short blurb that tells readers why they should stay and read the rest of the copy. Here's what that looks like:

Monday Copywriting Tip #64: Write Intro Copy at the Beginning of Your Emails

In direct mail it’s called a Johnson Box, and it looks like this:

********************************************
Sign Up for Widgety News Today and
we’ll send you 3 FREE Widgety DVDs
********************************************

The format doesn’t matter, but the purpose does.

And here’s the purpose: Let people know what the core message and offer is within the first two seconds.

Why? Because more and more people are reading their email in a hurry. Emails which are not filtered or deleted are scanned.

If your subject line is good enough and your email is opened, the reader will then scan the first screen of the email and make a quick decision as to whether or not to keep reading.

If your core message and promise is hidden half way down the first screen, it will likely be missed.

So bring the “meat” of your offer to the top of the screen.

That’s where the Johnson box comes in. It goes at the top, above the salutation. The example above is very short, with a fictitious offer. They can be a little longer than that if need be.

Here are the ingredients you want to include:

1. Identification of a problem that needs solving
2. Presentation of a solution
3. Make an offer

Here’s an example:

**************************************************
Dry skin in Winter? WidgeyCream banishes
dry skin with just one application a day.
Buy one tube and get a second one FREE!
**************************************************
That’s not the finest copy every written, but you get the idea.

Remember, the purpose is to get the reader engaged by presenting the key elements of your email message within a couple of seconds, right at the top of the email.

Patsi's homework assignment to readers: How would that look if the email was promoting a concept or a service and not a tangible product? Hmmm, I'm going to have to think about that one. If you've got any ideas how you would incorporate this into your newsletters or emails, click on the comment link below and let me know.

Comments

[Denise Wakeman]

This is a great tip and one I am going to attempt to implement in future promotional emails. Or really, I guess he's referring to any email, especially where you want the reader to take action. Like to register for a teleclass or read your blog!