The Basics Of Effective Sales Writing
Still confused about what makes an effective sales letter? If you’ve been trying to write one, best get yourself up to speed. A poorly-done sales copy is a one-way ticket to blowing all of your marketing dollars (or your clients’, whichever the case may be).
Every business will have plenty of information and statistics about their product or service. However, all of that material can never sell anything on its own. Dry facts don’t convince prospects to buy – that’s where effective sales writing comes in.
Before even beginning to write the sales letter, you’ll need to be acquainted with two things: your product and your prospects. Once you get to know these two components inside out, then get your grammar check software handy – you’re ready to begin writing.
Drawing Them In. A strong headline and an enticing introduction are two of the most crucial parts of a sales letter. If they can’t persuade the reader to dive further, you’ve already lost the game. Chances are, your letter’s ending up not being read at all. Intrigue is your best friend.
Reaching Out. The rest of the material involves reaching out to your prospect and selling them on the product. Accomplishing this involves making the conversation feel personal (thus, the value of knowing your prospect beforehand), interesting (by arousing their interest) and necessary for their situation (by laying down the benefits they can derive from it).
Closing The Deal. Of course, you’ll have to seal the deal with an action call. Make it urgent, so they’re compelled to act in the moment. At the same time, make it sound as easy possible – complicated things will just turn most people off.
Naturally, you can dig down into the details of each of these phases even further. In fact, you can write an entire book about it. Generally, though, you can use this brief list as a guideline from which to begin building your sales letters, researching each smaller aspect as you see fit.