Writing copy is the art of persuasion in print. Online, it’s the same. Your salesletter has to tug at your prospect’s heart strings and get them to buy NOW! Here are some tips for writing your salesletter:
Salesletter Tip #1: Always state benefits
Some might think this is ‘basic’ and it is, but many forget this simple rule – place benefits ahead of features. Always emphasize the benefits of your product in your salesletter. For example, a feature of a vacuum cleaner might be that it can suck up dirt. A benefit is that it keeps the house spanking clean!
Salesletter Tip #2: Your headline is king
Your headline is THE most important part of your salesletter. It is the one you have to get right. If your headline is a winner, half the battle is won. In fact, marketing legend Terry Dean says that your headline is half your ad – and that you should spend 50% of your time writing your headline! Your headline should be no longer than 17 words (as a time-tested rule) and should state the absolute #1 benefit of your product. It’s main goal is to get the reader to continue reading your salesletter.
Salesletter Tip #3: Call-to-action!
I’m still amazed at how many marketers don’t do this. But they write an amazing headline, awesome benefits, then fail to call to action! You must ask your prospect for the order. If you don’t ask for it, you won’t get it. This simple thing can shoot your conversion rates to the stratosphere.
Follow these proven copywriting principles, and you can’t go wrong.