It all starts with a dead body.

If you’ve ever watched more than three episodes of Law & Order, you know the drill. Two people are going about their lives and stumble onto a dead body. The cops are called in and the opening scene ends with a wisecrack. (Though no one—on any series—pulls it off quite as well as Jerry Orbach did).

Like the opening scene, a headline should get attention the reader’s attention and give them a clue as to why they should keep reading. Like the dead body, it’s usually a problem to be solved.

After the first commercial, the detectives dive into the case and start fleshing out some of the suspects. As they dig further to discover why someone would want this person dead, old hurts surface, mothers weep, and secrets spill. In short, the screenwriters are agitating the audience—trying to get us more emotionally engaged. And showing us the full scope of damage the problem can cause.

Then about half past the hour, someone is locked up and the trial prep starts—as the solution unfolds for the viewer. In great detail, they tie together the various bits of evidence we saw uncovered earlier, and of course, add in a few surprises to keep us guessing and watching.

With Law & Order, the call-to-action is implicit—the endings are designed to get you thinking and talking about them. But good sales copy should have a very explicit call-to-action, telling them exactly what you want them to do and how you want them to do it.

Sure, the amount of time spent on each element changes sometimes. You’ll have the occasional show where the criminal confesses at 20 past the hour or the trial is a blip on the screen. And if you’re writing copy for prospects who don’t even realize they have a problem, you’re going to have to spend some time educating them before you agitate them. But the formula itself doesn’t change because it works. Cast members may come and go, but the show starts its 19th season on TV next fall.

(OK, I know this post is a little silly. But hey, I’m working on Memorial Weekend, I think I’m allowed!)