Sticky Sales Letters - Discover How To Create Extremely Responsive Sales Copy

Sticky Sales Letters - Discover How To Create Extremely Responsive Sales Copy

By Frank Tocco

Sales letters are one piece of advertising that you must master to effectively market online. Writing sales letters creates the foundational piece for all your advertising. You will eventually adapt components of this letter to use in other advertising and in other formats.
Your sales letter should contain some element of each of the following:

Headline.

Your headline is the ad for your ad. Your headline must scream, “This letter is worth your time!” John Caples, who some consider the best copywriter ever ( that’s why the highest award a copywriter can win is called a Caples Award ) said this about headlines:

I spend hours on headlines; days if necessary. And when I get a good headline, I know that my task is nearly finished. Writing the copy can usually be done in a short time. And that advertisement will be a good one, that is, if the headline is really a “stopper.”

You must have a good story and a compelling offer in your body copy, but without a good headline, you don’t stand a chance. Here are my favorite three headline starters:

Ask a compelling question: “Do you know why…”

State your offer: “Free report reveals 101 ways to…”

Identify the target: “Network marketers find that…”

State the problem. Let the reader know upfront that you realize the problem they have and you understand the frustrations they are going through. Stir up the problem. Draw a picture of what this problem is likely costing them in terms of money, time, frustration or status. Paint a hopeful future. Begin to reveal what life could be like or what it is like for some others like them.

Outline a solution. Show them that you have an idea how they can get relief. Layer on the benefits of your solution.

Answer objections. Address the objections that you know your prospects have posted in the past. Make an offer. Offer your free report, CD, workshop or other free or low-cost information product.

Create a call to action. Tell them why and how they should contact you to get this offer.
PS. Always end with a PS. Some people call this the second headline because after the headline, this is the most read part of a letter. Make sure that you restate your offer or chief benefit in a PS.

How to get you letter written. Here are my suggestions:
Outline your letter using this formula.
Write a rough draft in one sitting.
Leave your letter alone for one day.
Edit your letter for impact.
Let a professional proof your letters for errors.
Edit one final time for passion.

Here’s what I’ve found. Writing creates ideas. It’s rarely the other way around. Many times I have no idea what I am going to write, but once I start ideas just happen. What comes about is often far greater than anything I could have thought and then transferred to paper or screen.
Writing helps you have something to say. The more you write, the better you will sell. Writing helps you listen more actively.

Create a swipe file. This is just a file of letters and offers you receive and hang on to for ideas of what works and what doesn’t work. Three great sources are Nightingale Conant, Gunthy Renker, and Bottom Line Publications.

Tell them why. If you are making a great offer in your copy, tell reader why you are making it. Don’t assume they know. Tell them why you started you business, why you hope they will fall in love with your products, why you are having a special sale, and why they should buy from you now.

Write as you talk. This one always drives the English major readers crazy, but your sales copy is meant to be a form of conversation with the reader. Say what you believe, how you believe it and you will connect with your reader. Few things sound less sincere than when you try to be or sound like a really smart marketing person.

Use sub headlines in your copy. Some readers will pour over your copy word for word; others will scan and jump to visual clues. Sub headlines that emphasize key logical points will help readers scan your letter.

Use quotes. Quotes, either from you or a testimonial, add another voice to your copy and allows for the conversation you are trying to start with the reader. Use active voice. I’m not trying to contradict “write as you talk,” but active verbs can make your copy stronger. Have someone edit your copy looking specifically to change passive verbs to active ones. You will be amazed how this little edit can add punch.

Passive: “Just call day or night and your application will be picked up by our representative.”
Active: “Just call day or night and our representative will pick up your application.”

Tell stories. People love stories. Often even complicated ideas can be made simple through the use of a story. Talk about how your clients use your products or services. Talk about the day you realized there was a need for what you offer.

Now that you have written your sales letter, and you’re happy with it, you should pretest it for readability. Here’s a few tips to get you started. Read your letter out loud to get a feel for how it sounds. Round up a twelve-year-old or two and see if they understood what you are offering. Show a copy to some of your best clients or prospects and ask for their input.

Follow these guidelines and you will soon be writing sure-fire sales letters that will attract very qualified prospect and clients and copy that will become the basis for all your online marketing campaigns.

Copyright © Frank Tocco 2008
Frank Tocco Is An Established Online Entrepreneur, A Californian
Living In Cancun, Mexico. His Company Shop4Dreams Inc., Offers A FREE 5 Day Website Traffic Generating Camp To Learn
The Secrets To Generating Hordes Of Laser Targeted Leads
To Your Online Business. You may use this article to post on your
blog or website as long as you do not change anything in the article
including the links and full give credit to the author.