Simple Copywriting For Beginners
By Ken Leonard Jr.
? KLJ Online
So you want to sell online... You have a product ready to go, but
how are you supposed to write a sales letter like the ones used
by the biggest names in internet marketing? A sales letter that
attracts prospects and makes sales?
It's no secret that the biggest names in online marketing have
been studying the art of writing sales copy for the web for many
years. If they haven't, they hire someone who has.
Just having a product to sell online is not going to make you
sales. Unless you have the budget to hire a pro copywriter for
the web (which will cost you as much as $15,000 for one sales
letter, possibly plus 10% of the gross sales), you had better
start learning how to write a sales letter that will bring you
sales.
The key to a winning sales page for your web site is crafting a
great offer. Your offer must be so irresistible, that it almost
looks like you are getting the short end of the deal. Like the
customer is taking advantage of YOU!
Your irresistible offer must also stand out from the crowd.
Develop your own USP (unique selling proposition) and wave it
around like a flag. This is why they should buy from YOU, instead
of somebody else.
One more thing your offer must do is solve a pressing concern or
problem that your prospect is AGONIZING over. Your sales letter
must clearly state their biggest problem. Prove how bad this
problem really is to your reader. Then give them the clear
solution to their problem available only from YOU!
Lead off your sales letter with the offer's biggest benefit to
your potential customer. Then lead them into an interesting story
dealing with their situation. Capture their attention and hold
it, by inserting subtle "teases" that tell them what's to come
further on in your letter. This creates curiosity, and if done
well, will keep them GLUED to your web page.
To build value for your product from their perspective, educate
your reader and inform them of what your product will do for them
(always keeping "What's In It For Me" in mind). Make sure any
strong statements are backed up with a "reason why" so they are
more believable. This does wonders for your credibility in their
eyes. If price is a major objection use a strong reason why to
make the prospect understand your product's real value to them.
As your offer develops use a limited time or limited quantity
deal to create a sense of scarcity and fear of loss. Spell out
your bonuses clearly and recap the benefits they will get (and
WHY they are important). Then go over everything they will get
WHEN (not IF) they buy from you.
Some sales people would call your next step closing the deal, but
you should really look at it as a "call to action". Tell your
reader EXACTLY what you want them to do NOW, then tell them WHY.
Sign your sales letter as you would normally, with a pleasant
goodbye and your signature or initials (a scanned or hand drawn
signature works well). Include a P.S. where the first paragraph
is another recap of what they will get, and in the second
paragraph nicely question their commitment and attitude
concerning the biggest benefit, ending with another strong call
to action. (The second paragraph can be a P.P.S.)
The more your practice, the better you will become at writing
sales letters for the web that sell.
Studying "The Masters" helps a lot, too. It is common practice in
the world of copywriting for the web to collect a "swipe file" of
sales letter examples from various copywriters and marketers. Use
the examples in your swipe file to build (also known as modeling)
your own successful sales letter, written mostly in your own
words. Be sure you customize the examples for your market and
offer, and don't copy anything word for word or you may be facing
copyright infringement troubles later on.
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