The Write Formula

What's the difference between effective sales copy and copy
that will fall flat on its face? There are a lot of
ingredients that go into good sales copy. Here are just a
few of them:

Put Yourself into It!

You should know who your ideal customer is - write to that
person. Write your copy as though you're speaking to a
friend. Write in a conversational tone - don't be too formal.
Forget all of the multi-syllable words! They aren't going to
impress your reader; in fact, they may have just the opposite
effect. Let your personality show in the words you write. If
you do, your reader will place a lot more credibility on what
you have to say.

Describe Benefits NOT Features

The goal of your ad copy is to tell the reader how he will
benefit from what you have to offer. Consider your ads to
be pre-sales letters. All you want to do is tell the reader
what your product, service, business opportunity, etc. will do
for him. How will it make his life easier? How will it help his
business? In other words, what's in it for him?

The object of the sales letter is to create interest and make
readers want to look into your offer. It puts them in the right
frame of mind to purchase once they know all of the features.
Your web page should do the selling. Your sales letters or ads
are just setting the stage for the final act.

Give it Some Punch!

No one wants to read long technical sales copy. Less is more when
it comes to good copy. Especially on the Internet people want to
read something quickly and then go on to the next task at hand.
Keep your sentences short and punchy. Don't use 10 words if 5 will
do. Also keep your paragraphs short - just a couple of sentences
will do. If the reader glances at your copy and sees line after
line of text he probably won't bother to read it. Use sub-headings
to get his attention and draw him to important points. Make good
use of white space to break up your text and make it look less
daunting.

That All-Important Headline

Develop a headline that catches your reader's eye and interest.
Make it unique and catchy but make it honest! Don't try to lure a
reader by making outlandish promises or by using a headline that
has nothing at all to do with your text. Your headline should
introduce your text, not disguise it. As with text, short headlines
work better than long ones. If your headline doesn't get the
reader's attention the rest of your copy will never be read. So
work on that headline until it reaches out and grabs the reader's
eye!

And finally . . .

Sales Copy is Never Finished!

You may write your copy many, many times. There are always little
ways to tweak it to make it better and you should! Don't let it
become stagnant. The best sales copy changes and adapts . . . it
evolves!