Set-Ups and Pay-Offs

By Jeff Sexton, Wizard of Ads Partner

Deep emotions almost always come as two-parters: emotions centered on loss, transformation, or fullfilment & redemption all require a set-up and then a pay-off to translate from the written page to the hearts of your readers. Without that two part set-up/pay-off structure, you just can’t pull off the powerful emotions that will really move your readers.

Naturally, this has tremendous implications for copywriting as well as fiction, reporting, and so on. So I’ve covered this essential copywriting skill in depth in a two-part series (natch) over at Copyblogger:

• The Blockbuster Secret to Seducing Your Audience, Part 1

and

• The Blockbuster Secret to Seducing Your Audience, Part Deux

I hope you enjoy the series and that reading them pays off for you in your own writing.