How to Write Effective Sales Copy
Learning how to write an effective sales piece is the closest thing to picking money off a tree in the world. You can literally turn your thoughts into money over and over again.
But of course, it is not an easy skill to learn. It can take years, but, by studying the basics you can increase the effectiveness of your marketing efforts tremendously with a few simple concepts, and do it in just a few days.
Most sales letters follow the same formula no matter how long or short they are. As a rule of thumb, long sales letters always out perform shorter ones , as long as the content is relevant.
In other words, it should be exactly as long as it needs to be in order to produce the sale. (The more you give, the more you will get.)
There is rarely a sales letter that is too long. Remember, this is not for you. It is for your prospects, so take yourself and your feelings out of the subject, and make it as long as it needs to be to get the job done!
Creating a sales letter that holds a customer's attention until the end and takes them through a planned emotional journey is the art.
That is what takes years to learn. How to suck someone into your sales copy and spit them out at the other end with a hysterical urge to whip out their credit card and buy from you.
There is a formula. Some may even call it manipulative. This means you must be very careful and use this power with caution and for good, or it will come back to haunt you.
There is no way I could even begin to scratch the surface of how to write compelling sales copy, as it takes years of practice to master, but here is the basic format for most sales letters, and you can use this anywhere! Emails, phone calls, websites, conversations, etc.
Ok, back to the structure: Headline: Qualify them. This mentions a benefit or a pain that the reader wants or has so they can raise their hand and say "He is talking about me!"
Story/Problem: Expose their pain. Build a relationship through a story. People get pulled into stories and find it hard to move on until the end, just like reading a great book. The solution; I found a solution. Here is what happened and how it will help you.
Educate: This is how and why it works. Offer; Here is how you can get it and ease your pain/increase your pleasure. Know what you are really selling.
I will tell you right now it is not your company and it is not your product. You are not selling ORAC values or compensation plans. You are selling a way to avoid pain or acquire pleasure.
If you are selling a health product for example, you are not selling the ingredients of it. You are selling a longer and healthier life. You are selling relief from a painful ailment so grandma can play with the grandkids again.
You are selling prevention and peace of mind over the fear (pain) of failing health. When you are marketing your opportunity, you are not selling compensation plans or training calls or a debt-free balance sheet.
You are selling pleasure through the attainment of wealth. You are selling pride and achievement. You are selling the education of their children. You are selling their dream car. You are selling the solution to painful bills and a frustrated spouse. You are selling a solution (to pain), and benefits (pleasure).
"John, if I could show you how to make guaranteed $2,000/mo within nine months so your daughter Suzy can go to college and become a doctor like she has always wanted."
"And if I could show you how to do that without making a major investment and without spending more than one-two hours a night on your business, is that something you would be interested in?"
Assuming those are the reasons why John gave to you, do you think the ingredients of your product or the date your company was founded will really matter to him? Nope. Sell the solution. Sell the benefits.
How do you tell the difference between a feature and a benefit? Most people cannot. It is rather easy actually. This little trick is priceless and will shock you the first time you test your emails and other writings with it. After every sentence you write, jump into the shoes of your prospect and ask this question: "so what?" Come on, try it.
This was taken from a well known MLM company's website and reflects the norm throughout the industry.
"Designed with the part-time member in mind. An incentive to achieve with rewards at every level. Dynamic Compression on the 2% Emerald bonus and on the Diamond Override Bonus! My Biz Bonus for 20% of CV on new Team Member's cumulative orders, for the life of the new member's orders.
Plus, a Consumer Bonus that pays 50% of the CV on the first order on new CDPI sign-ups! A Top Distributor's reward for bringing in new business and new volume. The highest overall payout of any major company in the industry, great awards and recognition.
Now read each sentence and ask the question, so what?(Please do that now). See what I mean? It is meaningless until you show me how I can benefit from it! Now let us turn these features into benefits.
An incentive to achieve with rewards at every level so as your business grows, so will your compensation. Dynamic Compression on the 2% Emerald bonus and on the Diamond Override Bonus which will maximize the size of your check and put more money in your pocket! The highest overall payout of any major company in the industry will ensure that your time, money, and efforts are invested wisely, and that you earn what you really deserve!
See the difference?
About the Author
From waiting tables to millionaire at 29, Mike Dillard, is a professional marketer who has taught over 100,000 entrepreneurs from around the world how to tap into the power of his attraction marketing techniques. Sign up for his free on-line boot camp at: BuildYourOwnMLM.com