Give your content the structure it needs to be successful
Whether you're creating an ad, brochure, website landing page, or social media post, your content should share a common structure.
1. An overarching headline
The headline should grab your reader’s attention and set the tone using your single-minded communication idea.
2. At least one chunk (or paragraph) of body copy
The amount of content necessary will vary depending on what you’re writing, but it is essential to explain what you want your reader to do—and why. When writing your body copy, use your positioning statement and the reasons to believe from the IU master brand to strengthen your message.
3. A call to action
At the end, tell your audience what to do next. You’ve taken the time to share a new piece of information with them—now make sure they know what to do with it.