Top 10 Power Copywriting Tricks

by John Jantsch

Small business marketing is not really about sitting around in board rooms discussing branding strategies...it's really about selling. When it comes right down to it if you can't write an ad or letter that makes people want to buy what you have to sell (even if that's just an appointment) then you are sunk.

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