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Writing Sales Letters and Pull your customer In.

Written by: Charles Godbout

Article Overview: Three Immutable laws of sales letters: - People never read anything at first. Your job is to get people to start. - People never believe anything at first. You must create the believability and prove that what you're offering is genuine. - People never do anything at first. Your goal is to get them to do something, with the ultimate goal of ordering your product. You need to tell them exactly what to do

Writing Sales Letters and Pull your customer In.

Three Immutable laws of sales letters:

- People never read anything at first. Your job is to get people to start.

- People never believe anything at first. You must create the believability and prove that what you're offering is genuine.

- People never do anything at first. Your goal is to get them to do something, with the ultimate goal of ordering your product. You need to tell them exactly what to do.

This translates to three steps of web copy: Pull them in; prove your case and push them back.

Pull Them In. The headline is the first thing people see. It's vital. Often, that's the biggest problem with copy: the headline fails to pull in the potential customer.

Headlines in red do better than those that aren't. If the headline pulls them in, they might only start scanning your letter, so you need something within your copy to pull them in. Use a Johnson Box. It's a table that's a different color, maybe in a shaded border, because borders have been proven to increase readership. Put something in there to peak their curiosity.

Use headings and subheadings throughout the letter. These headings should also tickle their curiosity. They don't necessarily need to tell about what's coming after them. Questions are good in spots like this.

Bullets are a primary part of any letter, because they cluster your benefits for greater impact. Since bullets are slightly indented, they break the flow for the reader, so they're forced to read rather than scan.

Use a P.S. at the end. The P.S. is the next most important thing to the headline, since people usually skip from the top to the bottom. Include a bit of info in the P.S. that would cause the reader to go back to the beginning and read the letter again.

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Article Tags: believability, borders, bullets, curiosity, different color, headings and subheadings, headlines, immutable laws, job, readership, sales letters, three steps, web copy
Referred by: http://jaykubassek.com



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Top 19 Copywriting books - 1. Ogilvy on Advertising. David Ogilvy. Wiley. 2. Positioning: The Battle for your Mind. Al Ries and Jack Trout. Warner. 3. The New Positioning. Jack Trout. McGraw-Hill. 4. Tested Advertising Methods. John Caples. Prentice-Hall. 5. How to Make your Advertising Make Money. John Caples. Prentice-Hall. 6. Guerrilla Advertising. Jay Conrad Levinson. Houghton Mifflin. 7. Direct Mail Copy that Sells. Herschell Gordon Lewis. Prentice-Hall. 8. Sales Letters that Sizzle. Herschell Gordon Lewis. NTC Business Books. 9. Herschell Gordon Lewis on the Art of Writing Copy. Herschell Gordon Lewis. Prentice-Hall. 10. Romancing the Brand. David Martin. American Management Association. 11. The Art of Writing Advertising: Conversations with William Bernbach, Leo Burnett, George Gribbin, David Ogilvy, Rosser Reeves. NTC Business Books. 12. Confessions of an Advertising Man. David Ogilvy. NTC Business Books. 13. My Life in Advertising. Claude Hopkins. NTC Business Books. 14. Scientific Advertising. Claude Hopkins. NTC Business Books. 15. How to Become an Advertising Man. James Webb Young. NTC Business Books. 16. The Lasker Story as He Told It. NTC Business Books. 17. Advertising Concept and Copy. George Felton. Prentice Hall. 18. The Copy WorkShop Workbook. Bruce Bendinger. The Copy Workshop. 19. Hey, Whipple, Squeeze This: A Guide to Creating Great Ads. Luke Sullivan. Wiley. This should keep you busy for at least a year. Enjoy!
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Re: Online Sales and Marketing vs Traditional - [quote="ltrahan":31w9r2iz]Hi Evan, I am noticing that many of the posts in the Sales/Marketing section deal with online marketing, SEM and and SEO and Affiliates. I was wondering if it might be a good idea to separate that section into two; 1) Online Sales and Marketing; 2) Traditional Sales and Marketing[/quote:31w9r2iz] I second the request...
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