2. Spend time copying out excellent sales letters. The majority of the world’s best copywriters will tell you that they got started by literally handwriting, yes handwriting, out some of the best sales letters of all time. Doing this will allow you to learn the flow of a good sales letter and how to take readers from being mildly interested to pulling out their credit cards or making them literally gasp.
3. Understand your customers to write more compelling copy. If you want to write copy that captures the attention of your potential customers, you need to know who it is that you are writing for and what’s important to them. Take the time to clearly define your target market by researching them in online forums, reading the products that they are buying and conducting surveys. Who is your ideal customer that will buy your product? How old are they? What is their demographic. Where do they live? What do they want out of life? What do they look for in products similar to yours? A lot of excellent copywriters assume they are part of their own target market and don’t spend nearly enough time on this important step. Be sure that you’ve researched your ideal customer inside and out before you ever write a word of copy!
4. Start headline writing by brainstorming several options. No one – not even the most seasoned copywriters – will get a “heart stopping, minding pounding” headline right on the first try. So accept this as fact and get started brainstorming headline ideas. Start by creating one around each of the major benefits of your product. Other great ideas are to write a few in the style of “How To…” or “Discover….”. You’ll find that the more you write, the easier it becomes to create great headlines. And when you’re done you can combine them to create the perfect one.
5. Know where your prospects are in the buying process. There are 5 phases customers go through when making a purchase. First they IDENTIFY a want. They then SEARCH for a solution. Once potential solutions are found they EVALUATE the different options and then DECIDE on one. Finally they make their PURCHASE. By knowing which phase your customers are in when they arrive at your site you can better help guide them through the remaining phases.
6. Make a big list of benefits and features before you begin writing. The more you have to work with, the easier the task. That goes for any writing project… and it’s especially true when writing sales letters. With plenty of resources and reference material at hand, writing copy is a breeze. The trick is to spend the time and effort digging up the gems before you begin.
7. Know what action you want visitors to take before you write any copy. Before you write a word of copy, take the time to plan out how you want visitors to move around your site. Maybe it doesn’t make sense to try and sell them on their initial visit. This may be the case if you sell a product that is complicated to explain or that is a costly purchase. In this case you may want your sales copy to guide prospects to contact you to learn more or signup for a demo. Whatever action you want prospects to take, make sure your sales copy makes it very explicit. You will always see a better result from spelling out EXACTLY what you want prospects to do.
8. Learn how to turn features into benefits. Start by making two lists, the first list should be the benefits of your product and the second list should be the features of your product. Now, combine the lists together by transforming the features into additional benefits. Instead of just listing for example “get immediate access to …”, use “YOU WILL GET immediate access to…” This is because benefits sell products better than features. And, when you can turn your features into benefits you are explaining your product in a way that focuses on the reader rather than on your product.
9. Choose the best approach for your audience. In some industries and niches, your prospects will respond better to an informative sales letter. This technique is often referred to as education or information marketing. Sometimes a very sales based hype induced approach is best. By knowing your prospects and what their biggest wants and needs are, you will be able to determine the best approach for them.
10. Before you start writing, create a plan. Always sit down and make at least a short plan of attack before you start drafting your website or sales letter. Without a plan, you are more likely to get off-topic or to lose track of what you wanted to say next. Even a simple outline can keep you on track and help you ensure you don’t miss any important points.