Copywriting is one of the most useful skills you can acquire in business; it’s often described as “salesmanship in print”. In other words: It’s a way of putting a creative message in front of a customer. The skill of copywriting has been around for centuries, and really boomed with rising literacy rates in the 1800’s. While advertising from back in those days tended to be quite “wordy” and probably wouldn’t work very well today, it’s not necessary to reinvent the wheel every time you want to write copy. In this post we will be focussing specifically on sales letter writing because this could have the greatest impact for you, especially if you decide to do SEO copywriting.
When you write sales copy, the main idea is to have a positive effect on the readers. Usually this means creating a desire for a certain product because your readers will want to gain the benefit from owning or using it. When you are writing to a customer, there has to be an involvement between the customer and you (the seller). You must make sure that you explain the benefits the customer will gain from making a purchase.
A way of doing this when it comes to SEO copywriting, is to make your website one large online sales letter. This will engage the consumer and give you the opportunity to fully explain how purchasing your product or using your service will be of benefit to them. You have to strike a balance here, though. Too long and wordy, and the customer will get bored (just like “overselling” in person); too short and you won’t get your message across effectively.
With the number of advertisements out there today, consumers will not respond to your ad unless it is something that specifically interests them. This is why it is more important than ever to have a clear focus when you are writing your copy.
If you are the seller, the key to success is to put yourself in the consumers’ shoes. This can be achieved by doing extensive research and studying what goes through the mind of that particular consumer. Each niche or group of people will be different in regard to what will motivate them to do certain things. By doing thorough research, you will have a better idea of where you need to go with the message you are trying to convey to your target audience.
Correct structure is a must!
Within a sales letter, there are three main components that will make a difference as to whether your copy gets read or not. The first component is the headline. You must grab your prospects’ attention right away, otherwise they won’t stick around long enough to read the rest of the copy.
The second component of a sales letter is the offer. Here, you must be explicit and offer the prospect what he or she wants now. There must be a strong and compelling “call to action”; something to entice the prospect into taking action when they have completed reading the letter.
The final component of a sales letter is the PS. After the headline, this is the second most read portion of a sales letter. Treat this component as an extra incentive to motivate your prospects into taking advantage of the offer you presented in the main body of the text. You want them to take action right away.
When you are writing a sales letter, take each particular step in order. Don’t sit down and just write a sales letter completely through in one go. Instead, concentrate on one step at a time. Start with the offer, then the PS and finally the headline. In fact, write several different headlines and test which one works best. By following these copywriting procedures, and practising and honing your work, you will set yourself up for great success.
If you do not have a great deal of experience with copywriting, you might want to check out our video-based training course Copywriting 101. You can find out all about it here: https://training4yourbusiness.com/product/copywriting-101/