12 Steps To Writing Compelling Sales Letter Copy

1. Make sure your sales copy sounds like a conversation.
The more conversational your sales copy is, the more engaged your customers will obviously feel. Nothing is worse then boring sales letters that sound distant, talking down to you or too technical as they describe the features of the product. If your reader is not engaged, they will not stick around long enough to even think about buying.

2. Write your sales letter as though writing a letter to an old friend.
There is an old copywriting trick and that is to pretend you’re writing a letter to your mom. Explain to her all of the exciting details about your product or service. Then replace “Dear Mom” with ‘Dear Friend” and bang – the perfect sales letter!

3. Try telling a compelling story.
People are naturally drawn and interested in stories than they are in sales copy because they feel less pressure to buy. Use this fact to your advantage by telling a story that highlights the key benefits of your product or service. If you need some inspiration, consider telling the story about how you came to develop the product or service. Or profile a customer who is doing amazing things with your service.

4. Make sure your headline tells them everything they need to know.
Most readers scan a web page to get the general idea of whether your product is something they are interested in. Very few actually read your copy from beginning to end as you’ve written it. So accept this fact and make it easy for them to find out what they need to know to consider making a purchase. Work all of the important information such as benefits and features of your product in the headlines and subheadings. If you pique their interest they’ll go back and read the rest of the copy.

5. Use bullet points instead of paragraphs to list the benefits of your product.
Bulleted lists provide the reader with small, digestible tidbits of information that are easier to read than wordy paragraphs. Be as brief as possible. Do not make each bullet point a new paragraph, otherwise you might as well just not use bullets altogether. Instead use them to tell the customers your product’s strongest benefits and make them excited to learn more.

6. Avoid using periods at the end of bullet points.
You can use a comma, semicolon or nothing at all. Putting a period at the end of bullet points will stop the brain and eye from reading further. Give the reader a feeling of incompleteness, so that they will continue on to read the remaining bulleted items.

7. Don’t try to appeal to all target audiences in one sales letter.
The more your sales copy speaks to the wants of a prospect, the more likely they will make a purchase. The more targeted your sales letter, the better your results will be. If for example you sell golf products. You will have a difficult time writing a convincing sales letter that addresses both the wants of new players looking to learn the game and experienced pro’s interested in shaving a few strokes off their game. Remember, each market is attracted by different benefits. What ranks as the number one, most enticing advantage to one segment, might have little or no effect on another. If you have a product that appeals to different groups, be sure that you address each individually. It may mean separate sites but that’s a small price to pay for increased sales.

8. Include a headline on your order form page.
Don’t stop selling the prospect once they click through to your order page and make all attempts to have one. Many site owners simply use a generic title, like “Order Here”, which does nothing to tell the prospect that he or she is headed in the right direction to achieving everything you promised in your sales copy. Use this space to keep the prospect excited so they take the final step and enter their credit card information.

9. Include several P.S. if it makes sense.
If one P.S. is good, then two or more must be even better! If you have more than one important thing to say at the end of your letter, go ahead and include more than one P.S. For example, if you summarize your offer in the first P.S. then add a second one that reminds them about your money back guarantee. And maybe even put in a third one that gives a killer testimonial from a customer. Just be careful not to overdo it. Make each P.S. well worth your prospect’s time to read it. Don’t just repeat the identical words you’ve already used in your copy or it may come across as being a sales gimmick.

10. Don’t neglect the opening paragraph.
So you have crafted a killer headline that sucks prospects in like a vacuum… But are you losing them with a weak opening paragraph? Be sure to spend time creating an intriguing opening paragraph that will grab your visitor’s attention and retention. They should want to keep reading just to find out what you’re going to state next. A good way to get started is to think about how you would begin your pitch if you were selling your product face to face. Imagine that you are talking to a prospect who is interested in buying but is still far from being ‘sold’ on your product. What would make him want to know more?

11. Recycle your reuse discarded headlines.
A great source of compelling bullet points is the headlines you opted not to use. Rework them and use them throughout your sales copy to deliver short, hard-hitting reasons a prospect should buy.

12. Try to answer your reader’s biggest question, “So What’s In It For Me?”
Potential customers are only interested in one thing – what your product or service can do for THEM and not you. Don’t make them guess or read between the lines. Explicitly state what owning your product or service can do for them. By painting a compelling picture you’ll make them want to buy!

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