| One of the most powerful weapons in any | | | | "we're the biggest," "we're the cheapest priced," |
| marketer's arsenal is a well-constructed sales letter. It | | | | "we're the best." But not everyone can persuade us |
| provides the perfect vehicle to drive home your sales | | | | that their claims are true. All copywriters and all |
| presentation, and it allows you to reach thousands | | | | marketers in general know that it's important, no, |
| and even millions of people all at once. | | | | imperative, to prove your claims. |
| There are many ways to go about crafting the | | | | This is done by explaining in detail about how and |
| perfect prose needed to grab and hold the attention | | | | why your product/service can and will succeed at |
| of your target market. Here are some tips that you | | | | achieving the things, the benefits, your competing |
| may want to keep in mind. | | | | products/services can't. Now, you don't do this by |
| Tip #1 | | | | screaming at your readers, and you don't do this with |
| Your Opening Sentence Or Headline Must Make Your | | | | a lot of BS hype. You also don't do it by using |
| Reader Sit Up And Take Notice | | | | shallow surface words like "fantastic" and "number |
| A great copywriter's secret is to begin your ad or | | | | one." |
| article or web page with a powerful question. This | | | | You do this by giving facts, explaining reasons, and |
| makes the reader curious right off the bat and it | | | | providing social proof, and giving interesting details |
| usually does a pretty good job and making him/her | | | | about your product. |
| want to read more. For example: | | | | A Marketing 101 story teaches us of the legendary |
| If you could learn a simple strategy with a proven | | | | copywriter Claude Hopkins. In 1919 he was hired by |
| 85% success rate at getting every day guys/gals like | | | | the then faltering Schlitz beer to craft an ad |
| you a juicy raise at work, would you like to know | | | | campaign that would rescue the company from |
| what it is? | | | | slipping sales. He visited the Wisconsin plant and found |
| Asking your readers a question is fantastic and highly | | | | out how intricate the process actually was, which is |
| effective way to get attention. Why? Because you | | | | something he never knew. |
| are asking them to enter into a conversation with | | | | Digging deep wells to find pure water; using only the |
| you. You're not lecturing them, preaching to them, | | | | best barely and hops; facilities where hey sanitized |
| screaming at them, or boring them with stats or | | | | the bottles. Hopkins told company heads to reveal |
| ideas they don't care about. | | | | this to the public, but they were apprehensive at |
| In essence, what you're doing is engaging your | | | | first, as all companies brew their beer more or less |
| reader by asking them for their opinion. And you're | | | | the same way. Hopkins countered by explaining that, |
| simultaneously giving them the option of whether or | | | | while this may be true, the first one to tell the public |
| not they want to continue to be engaged, whether | | | | about it would be viewed as the first company that |
| or not they want to read more of what you're | | | | took the most steps to brewing beer. |
| saying. Even more, you're getting them to open their | | | | Can you guess what happened? |
| mind, which is tremendously important, because once | | | | People who love beer were fascinated by the |
| they're open to what you're saying, then you've got | | | | subject, and before the year's end Schlitz jumped in |
| your foot in the door. | | | | ranking from #15 to the top #1 selling beer in the |
| In addition to a question, or in place of a question, | | | | country. Turns out, beer lovers were thrilled to know |
| another effective attention-grabber is to begin your | | | | exactly and precisely why they should pick one beer |
| piece by using what's known as a damaging | | | | over the rest. |
| admission. For example: | | | | TIP #4 |
| If you're looking for an accountant who will do your | | | | Tell readers exactly what they will get when they |
| taxes quickly and at a very low cost, then we're not | | | | buy your product or service. |
| for you. | | | | When you buy something, don't you want to know |
| But if you're looking for an accountant who can help | | | | exactly what you'll be getting for your money? |
| you save money by coming up with legal tips, tactics, | | | | Sure you do. And so do your readers. As customers, |
| resources and strategies that you either don't know | | | | we want to know where our hard-earned dollars are |
| or have never heard of, and which can save you a | | | | going. Think about it. When you buy something, let's |
| ton of money this tax season, then check out our | | | | say a computer or printer, you want to know |
| Pay Less Taxes Today website to get our free | | | | exactly what all the features and benefits are, don't |
| report on the top ten best legal ways to save | | | | you? How well does it perform? How fast is it? How |
| money on your income taxes. | | | | many miles does it get per gallon? |
| This damaging admission method is a very effective | | | | Keep this in mind when writing your copy. You should |
| opening salvo because it's disarming. By honestly | | | | always include all the information your prospects |
| telling your reader what you're about up-front, | | | | need in order to make a buying decision. Bullet points |
| they're more likely to believe you. A damaging | | | | work well here, as they provide just the highlights. |
| admission is attention-getting because we all like to | | | | However, you should definitely include a complete list |
| relate to other human beings, and when our fellow | | | | somewhere. |
| man/woman starts admitting their weaknesses or | | | | If you're selling anything, you should include right on |
| mistakes, we find it compelling and interesting to say | | | | the box an impressive photo of all the materials your |
| the least. | | | | customers will be getting. After all, your letter is like |
| It's certainly more compelling than hearing someone | | | | your sales package providing a ton of valuable |
| go on and on about how great he or she is. | | | | information. |
| TIP #2 | | | | TIP #5 |
| Make a list of all the benefits of the product or | | | | Give social proof whenever possible, and make sure |
| service you're selling, and use this in order of | | | | the people or companies you choose are credible. |
| importance in your copy. | | | | As a copywriter writing a sales letter, you are a |
| It's well known in marketing circles that people don't | | | | salesman. And it's important that you understand this. |
| buy products or services. People buy the great | | | | Being bombarded these days with messages from all |
| results those products or services can bring them. | | | | directions, we've become weary of salesmen and |
| You're not buying a car when you purchase a | | | | marketers. |
| Mercedes; you're buying comfort, class, elegance, and | | | | We're skeptical, regardless of how compelling their |
| prestige. And when you buy a Volvo, you're buying | | | | story and claims, and regardless of all the details |
| safety. Does Disneyland just sell rides? Does Las | | | | described. What we need is social proof, best |
| Vegas just sell gambling? Or do they sell magical | | | | believable when coming from famous and respected |
| dreams of fulfillment of one kind or another? When | | | | people, to confirm that what the sales guy or |
| writing about your product, you need to identify and | | | | marketer is saying is true. |
| see the product achieving great things for the | | | | If you are selling a new system for sanitizing |
| prospect. | | | | toothbrushes, you should get endorsements by top |
| Even better, if you can discover what copywriters | | | | dentists. An endorsement of your revolutionary |
| call a "hidden benefit," one that is secondary to the | | | | dental product by the dentist for presidents Bill |
| benefits the products/services were designed for, | | | | Clinton and George W. Bush is impressive, isn't it? |
| then you can strengthen your appeal. We all want to | | | | It's a good idea to try to get testimonials on audio |
| be in on secrets, ever since we were in kindergarten. | | | | and video and put them directly on your website. Be |
| For example, a hidden benefit of red wine, besides it | | | | creative. Also, use website links as much as possible. |
| tasting so great, is that it helps reduce the risk of | | | | For example which testimonial below is more |
| getting a heart attack and stroke by thinning the | | | | believable? A or B?a) "They gave me the best |
| blood and thus unclogging our arteries. I think you'll | | | | website ever!" Posted by John from Nebraska.b) "My |
| agree that this is a pretty amazing benefit. | | | | website's design was spectacular, the company |
| Just about every product out there has a hidden | | | | provided me with unlimited design revisions, the price |
| benefit that often times may be even more | | | | was affordable, and the turnaround was fas." Posted |
| attractive than the obvious benefit. Like finding | | | | by Jane Betty Frier. Click this link to see her website. |
| hidden treasures, hidden benefits engage us and are | | | | OK, bad example, but you get the idea! |
| exciting to read about. | | | | The more testimonials the better, as long as they |
| TIP #3 | | | | are detailed and credible. You can never have enough |
| Always explain your key benefit in great detail | | | | testimonials. |
| Anyone can make claims like, "we're the pioneer," | | | | |
