| Between reading most everything on the subject, MORE...
viewing well written sales letters, and tracking my own results I have developed my top
10 power copywriting tricks.
1. A great sales letter should make a promise, draw a picture,
prove its claims, and push the prospect into a buying decision. (Think 4 P's -
Promise, Picture, Prove, Push)
2. Use Powerful Headlines - Some of you might think
I've beaten this one to death...but fewer than 2 out of 10 people will read your letter if
you don't have a good headline...you can't sell anything if they don't read the offer.
3. Write Like You Speak - English scholars will find
this advice abhorrent, (sorry!) but a sales letter or ad is simply selling in print, so
sell like you sell. Many writers lose their way when they attempt to use feckless
language. (huh?)
4. Pepper your reader with benefits. Tell them what's in
it for them. It doesn't really matter that you have a 100% on time policy unless you make
them realize that means they won't have to waste their time waiting on you.
5. Use testimonials - Getting testimonials to use in
your marketing materials can be some work but it's well worth it. People love to read that
someone just like them thinks your company is great or that your service provided them
with a very specific benefit.
6. Have a specific call to action - Many small business
ads and sales materials don't really tell you what they want you to do. They stop just
short of leading you. Take your reader by the hand and tell them exactly what you want
them to do next. Call for more information, download a free report, attend a seminar?
7. Make it easy to respond - In this day and age that
means: 800 #, fax, email, website, mobile, voice mail, credit cards, check by fax. Don't
give your readers and clients a reason to say no...sometimes it doesn't take much.
8. Repetition - Don't assume that every reader will read
your entire marketing pitch. Some will scan. Repeat your benefits, say them in different
ways, use examples to illustrate them.
9. Longer is better - It doesn't mean you need to ramble
but, in order for someone to get the real picture you are trying to draw for them,
including testimonials, examples, benefits, and buying options, you must provide them with
enough content to do the job. Don't make the mistake of believing no one will read
a letter that is more than one page. If your headline is compelling and your copy
sings, they will follow to the end and then you will have them.
10. End with the beginning again - Restate what you have
to offer, wrap up what you want them to do, and retell them how they are going to benefit
by doing it now. what will.
PS
Read more be John Jantsch at http://www.ducttapemarketing.com |
