How To Write Effective Sales Copy
How To Write Effective Sales Copy
If you’ve ever tried writing a sales letter and got stuck, or worried about your response rates, your methods, or even never written a sales letter before, I’m going to give you a quick and easy top to bottom formula to follow, and add on some rules to finish off.
You don’t have to be the best writer in the world, have the greatest imagination in the world, or even have a masters degree. If you can write and read English, you can write effective and profitable sales letters, so let’s get started
Part One - The ‘Attention-Grabbing’ Headline
First up comes the headline. The ‘oh-so-well-known’ and the most apparent block of larger-than-life bold text at the head of the sales letter.
So what’s the intention of the headline? Well, the answer to that is twofold. Its first job is to capture the attention of the visitor. To snap them out of whatever they’re doing, and divert all their attention to your copy. The second, and most important, is to persuade the reader to read on. It’s a short, sharp taste of what you’re offering designed to make the visitor drop everything, snap out of their daily grind like trance, and listen to you.
When writing your headlines, it’s important to spend a little time playing with some words. What you have to remember is that to catch this attention in the first place, your headline needs to be short, and to the point. It’s not a summary of your product, and it’s not just there to grab attention which is completely unrelated to your product.
As with your product itself you can categorize a positive headline in the same way. Solve a problem, avoid pain, or gain something that the reader wants. Your headline has to show this right away.
The ‘how-to’ headlines and ‘discover’ headlines are popular because they work:
“How To Lose 10 Ten Pounds In 10 Days Without Sacrificing What You Enjoy!”
“Discover The Fastest Way To Write ‘Profit-Pulling’ Headlines With This One Secret!”
It really is a simple case of expressing the solutions your product offers, directly or indirectly.
Let’s say we’re taking a marketing perspective. Here are a couple of direct headlines to start out:
“Discover How To Make Ten Dollars For Every Dollar You Spend Online!”
“How To Add 50 Subscribers A Day To Your Opt-in List Without Spending A Single Penny!”
It’s as easy as that. Whenever you’re writing a headline, just remember the main aim of your product, the main problem it poses a solution to, or the main advantage it gives the customer, and tell them.
If you don’t like the how to approach, you can always go indirect, and use the ‘How I’ approach:
“Discover How I Increased My Sales Tenfold In Just Three Months With This One Simple Technique!”
“Watch Over My Shoulder As I Create A Sales System That Earns Me Ten Times My Investment Every Month, Without Fail!”
There’s nothing wrong with this approach at all. Personally, I prefer method one, telling someone directly what they can gain, but this kind of story telling method works too.
