22
12.11
11:16
If you want to have a career in copywriting, you have to cultivate your selling skills as much as your writing abilities. All copywriting is about selling. Regardless of what type of copy you’re making, be it a press release, a sales letter or a promotional material, the goal is the same: you want to sell the reader on the merits of the product or service you’re writing about.
23
11.11
12:11
A myth that’s grown prevalent in modern writing circles is that you need to use short paragraphs for sales letters. While I do appreciate the many virtues of the short paragraph (e.g. it’s easy to read, it’s less daunting to begin), it isn’t really the case.
17
10.11
4:51
When you write sales copy, it’s very important to make a distinction between features and benefits. The former tells the reader what the product is about; the latter tells them what they’ll get out of it. And for sales copy to be effective, you want to focus your material on the subject’s benefits, rather than its features.
22
11.10
6:33
When you’re writing an essay on any topic, breaking down the features and talking about it is an ideal way to organize your writing. Unfortunately, doing the same to your sales letters and marketing pieces does nothing to bring the reader closer to making a purchase.
17
06.10
10:22
Sales letters, in many ways, are a subset of persuasive writing. You are trying to prod the reader into taking a very specific action, after all. For that reason, many effective sales letters are often produced with the application of persuasive writing principles.