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Write You - Notes for Newbies - Part Nine - Sales Letters & Sales Copy - Part II
Fiji needs to increase its productivity or face ever increasing irrelevance in a world where economic and social barriers to trade are decreasing rapidly. Much has been discussed in Fiji about the need to increase investment to increase labour utilisation and productivity.An element of productivity which is seemingly ignored on the input side is the cost of purchasing goods and services. The act of taking possession of a good or service, or procurement, has developed rapidly along with supply chain management as a science over the last twenty years.A nation which imports goods and services at the high level Fiji does needs to le
Look at the way the writer has placed testimonials throughout the letter. Note their positions with respect to the rest of the text. Notice the borders around them and the different background colour.
Most businesses spent time attracting customers to a product or service, trying to win their trust and then ending the whole process with a sale. That tactic seems obvious to most people. What often is neglected is the post-sale follow up with customers, particularly when it comes to online businesses. We should look at the time after a sale as an opportunity not only to improve our products but also to establish long-lasting relationships with our customers.It takes much more effort to win a new customer than to maintain a relationship with an existing customer. But maintaining current customer relationships is just as critical and I’
Today we want to say a little more about sales letters and sales copy.
Sales letters and sales copy - continued
In the last article we were in the middle of a discussion about readers’ problems – the writer knows about their problems and that a solution is at hand. The writer has something that will solve readers’ problems.
Now the copywriter describes in more detail precisely how the problems will be solved – by the writer, of course. Here, and not before, does the writer talk about features, about the fact that this system is 24 volt or 4 stroke.
Notice that price has not been mentioned yet. The writer talks about bonuses, guarantees, more bonuses, another reminder of the guarantees, then a summary of everything that will be included in this package. This is followed by another statement about solutions to readers’ problems.
Then, and only then, are readers told about the price. This is followed immediately by the call to action – readers are directed to buy - NOW.
But notice, the words ‘order’ and ‘buy’ are never used. Readers are urged to ‘reserve your copy TODAY’ or ‘book your DVD set NOW’. Notice that the ‘buy button’ looks like either a standard form ‘submit’ button or the phrase ‘click here NOW to reserve yours’ in blue and underlined to look like a link. The ‘buy button' is never some sort of cute little image, it is very businesslike.
Now the writer thanks the reader for his or her time and closes with a signature and, often, a photo.
This is followed by a P.S. that reminds readers of the price and asks, again, for the order. Next comes a P.P.S. that is a re-statement of the guarantee. The last item is the P.P.P.S which is a reminder of all the bonuses included with the package.
Then, at the very bottom of the page is another ‘reserve yours now’ button.
Having now read an entire sales letter, read it again. This time look at the way sections of the letter are set apart with what might be called ‘sub-headlines’. From time-to-time the copywriter puts something like “But Wait – there’s more!” in a different colour from the main text, sometimes in a different font and sometimes centred rather than left justified.
Look at the way the writer has placed testimonials throughout the letter. Note their positions with respect to the rest of the text. Notice the borders around them and the different background colour.
In the case of JonBenet Ramsey accused killer, John Mark Karr, the media has found themselves in the unusual position of actually defending someone charged with a crime.The media is normally quick to back acquisitions of wrong doing. O. J. Simpson, Robert Blake, Jim and Tammy Bakker, Tom DeLay, and others were quickly vilified by the press as soon as they fell under suspicion. Not so with Karr. Almost immediately following his confession, media giants began to deny that he could actually be the killer. Their behavior shows a shortcoming inherent in political and business leaders.Soon after the lifeless six-year-old body was foued – by the writer, of course. Here, and not before, does the writer talk about features, about the fact that this system is 24 volt or 4 stroke.
Notice that price has not been mentioned yet. The writer talks about bonuses, guarantees, more bonuses, another reminder of the guarantees, then a summary of everything that will be included in this package. This is followed by another statement about solutions to readers’ problems.
Then, and only then, are readers told about the price. This is followed immediately by the call to action – readers are directed to buy - NOW.
But notice, the words ‘order’ and ‘buy’ are never used. Readers are urged to ‘reserve your copy TODAY’ or ‘book your DVD set NOW’. Notice that the ‘buy button’ looks like either a standard form ‘submit’ button or the phrase ‘click here NOW to reserve yours’ in blue and underlined to look like a link. The ‘buy button' is never some sort of cute little image, it is very businesslike.
Now the writer thanks the reader for his or her time and closes with a signature and, often, a photo.
This is followed by a P.S. that reminds readers of the price and asks, again, for the order. Next comes a P.P.S. that is a re-statement of the guarantee. The last item is the P.P.P.S which is a reminder of all the bonuses included with the package.
Then, at the very bottom of the page is another ‘reserve yours now’ button.
Having now read an entire sales letter, read it again. This time look at the way sections of the letter are set apart with what might be called ‘sub-headlines’. From time-to-time the copywriter puts something like “But Wait – there’s more!” in a different colour from the main text, sometimes in a different font and sometimes centred rather than left justified.
Look at the way the writer has placed testimonials throughout the letter. Note their positions with respect to the rest of the text. Notice the borders around them and the different background colour.
Best Definition of “Corporate Culture”If you ask 10 people to define “organizational culture,“ you will get 11 different answers!Fortunately, from my consulting and writing on leadership and organizational change, I created my definition of organizational culture:“Corporate culture is how every employee knows she or he must act – even if no one is watching.”Knowing your company’s culture proves crucial for multiple reasons, including:+ Only organizational changes that fit into your company’s culture will succeed.Changes not fitting into the culture will fail and not achieve desired results.+ is followed immediately by the call to action – readers are directed to buy - NOW.
But notice, the words ‘order’ and ‘buy’ are never used. Readers are urged to ‘reserve your copy TODAY’ or ‘book your DVD set NOW’. Notice that the ‘buy button’ looks like either a standard form ‘submit’ button or the phrase ‘click here NOW to reserve yours’ in blue and underlined to look like a link. The ‘buy button' is never some sort of cute little image, it is very businesslike.
Now the writer thanks the reader for his or her time and closes with a signature and, often, a photo.
This is followed by a P.S. that reminds readers of the price and asks, again, for the order. Next comes a P.P.S. that is a re-statement of the guarantee. The last item is the P.P.P.S which is a reminder of all the bonuses included with the package.
Then, at the very bottom of the page is another ‘reserve yours now’ button.
Having now read an entire sales letter, read it again. This time look at the way sections of the letter are set apart with what might be called ‘sub-headlines’. From time-to-time the copywriter puts something like “But Wait – there’s more!” in a different colour from the main text, sometimes in a different font and sometimes centred rather than left justified.
Look at the way the writer has placed testimonials throughout the letter. Note their positions with respect to the rest of the text. Notice the borders around them and the different background colour.
For those of you working in the mortgage industry it is very important to keep your mortgage marketing activities in your daily activities. Here are a few helpful tips to keep in mind. Some may seem obvious. But please read on, they come with a fresh new outlook and revisiting the basics once in a while never hurt anyone.1. Business CardsIt is very important to market yourself via business cards. You should be making a conscious effort to hand out ten per day at the very least.
Have them on you at all times, and keep a supply in your car just in case.
When doing business with someone, don’t give them just one business card, giks the reader for his or her time and closes with a signature and, often, a photo.
This is followed by a P.S. that reminds readers of the price and asks, again, for the order. Next comes a P.P.S. that is a re-statement of the guarantee. The last item is the P.P.P.S which is a reminder of all the bonuses included with the package.
Then, at the very bottom of the page is another ‘reserve yours now’ button.
Having now read an entire sales letter, read it again. This time look at the way sections of the letter are set apart with what might be called ‘sub-headlines’. From time-to-time the copywriter puts something like “But Wait – there’s more!” in a different colour from the main text, sometimes in a different font and sometimes centred rather than left justified.
Look at the way the writer has placed testimonials throughout the letter. Note their positions with respect to the rest of the text. Notice the borders around them and the different background colour.
Picture a general addressing his nervous troops on the eve of a decisive battle. He implores them to fight fiercely for the honor of everything and everyone they hold dear. He stresses that the safety of their loved ones rests on how courageously they perform on the midnight battlefield. Then the general strides over to a second group of soldiers and orders them to conquer the enemy or die trying. The objective, he thunders, is to earn him that elusive fifth star and secure a heftier pension. It's a safe bet the first group of soldiers will hit the battlefield with a steely resolve to give their all. It's just as certain the second bunch woulok at the way sections of the letter are set apart with what might be called ‘sub-headlines’. From time-to-time the copywriter puts something like “But Wait – there’s more!” in a different colour from the main text, sometimes in a different font and sometimes centred rather than left justified.
Look at the way the writer has placed testimonials throughout the letter. Note their positions with respect to the rest of the text. Notice the borders around them and the different background colour.
Note that somewhere in the letter, usually near the end, the writer’s name, postal address, telephone number and email address are stated clearly (the big money people in this business, the truly successful entrepreneurs always do this). Readers are invited to ring or email the writer for more information.
Readers always have several opportunities, scattered throughout the letter, to submit their names and email addresses to receive a free report.
Finally, see that although the writer creates interest by very gradually builds up a picture of the solution to readers’ problems, by the time the letter is ended readers know precisely what they are buying and how much it will cost.
How long should your sales letter be? Long enough to get your readers to order from you. A clich? in this business is that, ‘long copy outsells short copy every time’. Check out how long your guru’s letters are.
If you look at sales copy by several different gurus, you will see some differences in the details of some of the things we have been discussing here. Things like font, background colour, headline colour and the like vary from one individual to another. These choices work well for the people who have chosen them. This is a good example of why you need to identify one guru to model your business on. If you tried to follow the advice of all the successful copywriters in this business, your sales letter would be a jumble of different styles. For now, copy what your mentor does.
Lastly, I want to say just a bit about classified ads. Classified ads are structured just like sales letters with two important exceptions:
- The objective for classified ads is not to sell anything, it is simply to get readers to visit your website or ring you for a copy of your sales letter – your ‘FREE Report’. Remember this.
- You only have a few words, sometimes as few as 30 or 35 to arouse interest. Your headline is crucial to success. Within these few words, you must also indicate wh
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