How can you use the "inverted pyramid" structure to make your copy more engaging?

1 What is the inverted pyramid?

The inverted pyramid is a way of structuring your copy so that you present the most important and relevant information first, followed by less essential details and background. The idea is to hook your readers with the main message or benefit, and then provide more context and support as they read on. The inverted pyramid looks something like this:

Most important information
|
Less important information
|
Least important information        

2 Why use the inverted pyramid?

The inverted pyramid has several advantages for both you and your readers. For you, it helps you focus on the main goal and value proposition of your copy, and avoid unnecessary or distracting information. For your readers, it respects their time and attention, and allows them to scan and understand your copy quickly and easily. It also increases the chances that they will read your entire copy, or at least the most important parts, and take the desired action.

3 How to use the inverted pyramid for your copy?

To use the inverted pyramid for your copy, you need to identify the main message or benefit of your copy and write a catchy and clear headline and introduction that summarizes it. Then, provide more details and evidence to support your main message or benefit. This main message should answer the question: What's in it for them? To capture your readers' attention and interest, use emotional triggers, questions, or promises. Then, explain how and why your offer or solution works, and what results or outcomes your readers can expect. Use facts, stories, testimonials, or comparisons to persuade them.

4 Examples of the inverted pyramid in action

To illustrate how the inverted pyramid works, let's look at some examples of copy that use this structure. For instance, a blog post might have a headline such as "How to Save $1,000 in 30 Days Without Giving Up Anything You Love," introducing readers to a simple and fun challenge that doesn't require deprivation. An e-book on the other hand could have a headline like "The Ultimate Guide to Writing Killer Sales Copy," promising to reveal secrets for crafting irresistible headlines, hooks, stories, and calls to action. And a landing page might have a headline like "How to Get Rid of Acne Fast and Naturally," offering a natural and safe solution with no side effects or scars in as little as 7 days.

5 Tips and best practices for using the inverted pyramid

To make the most of the inverted pyramid structure, it's important to keep your copy concise and relevant. Don't include anything that doesn't support your main message or benefit, or that might confuse or bore your readers. Subheadings, bullet points, and white space can help break up your copy and make it easier to scan and read. Additionally, transitions and connectors should be used to link your sentences and paragraphs together for a logical flow of information. Finally, end your copy with a clear and compelling call to action that tells readers what to do next and why.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?