According to McEnerney, every successful piece of academic writing has the same structure. It goes like this:
“You and many others think X. But I’m here to tell you that you and they, are wrong.” By the end of the paper you have been sold Y which is right. And being corrected represents the value exchange for the effort you’ve put into reading it.
On the Copycourse, we don’t see that as very different from a piece of marketing writing. Marketing writing goes as follows:
“You’ve be doing X. But X is something of a problem. We’re here to tell you there it’s easier if you do Y.”
By the end of the marketing communication you have been sold Y. And the possibility of having a marginally better or easier life represents the value exchange for paying attention to the message.
So in case you’ve ever wondered about the difference between marketing communication and academic communication, the answer is that fundamentally they’re the same structure.