Writing Presentation:The Critical Importance Of Sandwiching Your Copy

Article: The Critical Importance Of Sandwiching Your Copy
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I don't know if you've ever tried eating a one-slice
sandwich.

Yeah, one slice.

Put one slice down. Then pile the slice with chicken,
mayonnaise,
pickles, tomatoes, lettuce and sauces.

Now eat the slice of bread, will ya?

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Ummm...I'd rather not, you say
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Because even a dumbo knows that a one-slice sandwich is a
recipe for disaster. The chicken pieces will drop;
mayonnaise will ooze; pickles will pop and your clothes will
be a sea of green lettuce.

Come to think of it, there's no such thing as a one-slice
sandwich!

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There's no such thing as a one slice-article either!
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Your first fifty words of your article are the top slice.
The last fifty words are your bottom slice.

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Ever noticed the difference between slices of bread?
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There is no difference. They look the same. They're the same
colour, the same tone. In any normal sandwich, two slices of
bread are mirror images of each other. And the sandwiching
effect is what keeps the stuffing together.

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Why on earth would you bother with sandwiching?
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In one word: Closure.

Every showbiz person cringes at the curse of a bad ending.
They know fully well, that a great presentation would
crumble like a week-old cookie, if the ending wasn't
dramatic enough.

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You don't have, or need, the whiz-bang of show-biz
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You don't need the 70 piece orchestra. You can create a
great crescendo by simply sandwiching your article.

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Tah, dah...Live examples of sandwiching in action
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The first example/article below starts with Sarah and her
testimonial. It starts with the problem of Sarah not being
around to give a live testimonial. The article ends with
Sarah and her testimonial.

The second article starts with the Olympics and deadlines.
The article ends with Olympics and deadlines. And it gives
you the solution, by recommending external deadlines. Read
the articles below to see exactly how the opening and
closing paragraphs are mirrors of each other.

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Example No.1:
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Opening paragraphs: You're at a live speaking event and you
sure miss Sarah.

You see at your last event Sarah stood up and told the
audience how wonderful you were. She told the audience how
reluctant she was before buying your consulting services,
and investing in your product. Then Sarah revealed her trump
card. As a result of working with you, she now earns over
$50,000 more than she did last year. She told the audience
how much more confidence she has. How clients are flocking
to her like they've never done before. How she took her
first vacation in years.

And darn, Sarah's not around at this event. And no one's
around to take Sarah's place. Darn, darn, darn.

Closing Paragraphs: A written testimonial doesn't allow for
description of a customer. If you described a customer, you
could at best talk about their occupation/post and
designation. You could have a photo. Any other description
would seem like overkill.

In a real life situation, you have no such restrictions. You
can paint a powerful picture by simply describing the
customer in great detail.

And then it will seem like Sarah's around -- At every event!


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Example No.2:
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Opening Paragraph: Ever seen an Olympics opening ceremony
postponed because they needed to push the deadline just a
little further? Have you ever seen an Olympics abandoned
because some one was ill or feeling lazy? So how come your
tiny marketing project runs into so much trouble, time after
time?

I call it the curse of internal marketing deadlines.

Closing Paragraph: Get yourself a whole bunch of external
deadlines
Take the client's money in advance. Then see how your
you-know-what will be on fire. Your Olympics will loom up
and you'll have no choice but to deliver.

Internal deadlines are a curse. Go for external deadlines.
They give you focus.


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The Psychology Behind Sandwiching
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The biggest reason your customer started reading the
article, is because they snuggled up to your first fifty
words. When you use 'sandwiching' in your copywriting, you
close with the same thought that attracted your customer in
the first place. You didn't have to create a whole lot of
whiz-bang to end on a crescendo. All you had to do was
mirror your ending paragraphs with the opening paragraphs.
And yipee-yahooey, you have a powerful closure.


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Ahem, remember one more thing
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You noticed that the articles started with a problem, and
ended with a solution, didn't you? Starting with the problem
gets your customer's attention, and closing with the
solution, creates a parallel form of closure. In all your
copy, look to create drama when opening your copy and create
closure when closing your copy.

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Don't let the draught in...
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The ending of your copy needs closure. Don't leave the door
on your article open.

Stop for a second, and look at the copy you're writing today

Do the opening and ending paragraphs nicely hold the
contents of your article/copy together? Does your copy have
a top and bottom slice?

Or are you still taking a gamble on a one-slice sandwich?

:)

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