Many marketers these days, when they need to write a long-form sales letter, or any Copy, for that matter, are simply clueless on what they should be doing. In this article, we’ll go over exactly how you should be structuring your Copy, in order to be able to easily convey your messages, quickly, and effectively.
How You Should Write
You have to remember that trying to get your Copy 100% right on the first run-through, will only cause frustration, and most likely, you’ll end up procrastinating. So, the first key I’d like to mention, is to just think of the first draft, as exactly that… only a first draft. All good Copywriters advise the same thing; just get the words down on paper, give people the general idea, and then go back and edit it over and over again, until it’s finally something you feel is worth presenting. So many new Copywriters try to make their final product on the first run, and it makes it impossible to write down anything. So remember, anything you put down can be edited, so just pour your heart out, and fix whatever doesn’t work afterwards.
Talk About The Problem
The first thing you should do in any sales letter, is talk about your visitor’s problem. There’s a reason they’re there, there’s a reason they’re taking time out of their busy schedule to read what you have to say, so first, let them know that you understand their pain… you know their problem. You also sympathize with them, and, of course, let them know that it’s not their fault (it’s never their fault). This is key, because this is where you establish a reason for them to continue reading, where they’d otherwise click away.
Antagonize The Problem
Once you’ve talked about the problem, the next step is to antagonize it. What do I mean by this? Well, you should talk about the implications of the problem. For example, if you’re selling an acne cream, you can talk about the possibility of a huge zit popping up right in the middle of their forehead right before a first date, or if you’re offering a loan, you could talk about the consequences of not getting the loan, such as losing their car, their house, or, if it’s a business loan, never being able to get their dream business off of the ground. This is a common sales technique, but, if you have a good idea of what your prospects’ problems are, e.g, where the pain is, then you should have a pretty good idea of the implications of those problems as well. Use these to your advantage, and make them want a solution even more.
What Does The Solution Bring?
The next thing you should be doing, is talking about what the ideal situation would be if their problem was already solved. If they purchased your product or service, and it worked perfectly, what would their life look like? This is where you describe it, in detail. Use stories to help paint this picture. Talk about someone who was experiencing this problem, and how they used your product to solve it, and how much happier they are now. Use descriptive imagery to help them mentally visualize what life would be like if the problem was already solved.
Why Will Your Product Work, As Opposed To…
Once you’ve painted the picture of the ideal life they’ll enjoy with your product, this is where you talk about; A) Why your TYPE of solution is the best, as opposed to completely different solutions, and B) Why your company offers a better solution than any other company offering the same thing, or something similar. Essentially, you have to talk about how your different, and why YOUR solution is the one that will work for them, even where other ones have failed. You can use stories here as well, to talk about customers who have used other products, and failed, and then how their results finally turned around, when they started using your product, etc. This is the part where you really demonstrate what you can do, and what your product is capable of.
The Call To Action
Last but not least, once you’ve thoroughly gone over all the other parts listed here, it’s time for you to blatantly ask for the sale. Make your call to action to action very direct. Remind them of the pain, and how they can solve it. You can ask them a question like, “Are you willing to continue living with (problem), or are you ready to finally take action and solve it, right here, right now?”. Make sure your very clear on exactly what you want them to do next.
Once you get this process down, you’ll find that you can easily write good copy, quickly and effectively. What used to take you 10 hours, can be completed in less than 5, if you know what you’re doing, and just let the words flow through you, as you write page after page in a smooth, methodical order. Hopefully that helps with your next Salesletter.