Is your sales letter not converting readers into
buyers? It just might be your choice of words.
Listen. People don’t stop by your site to be wowed
by your stunning prose. They want to be sold. And
the fact is your sales letter needs to be
compelling, but you also need to write clearly and
use words that won’t trip up a sixth grader.
Bottom line, your goal is to communicate. To do so
properly, the reader needs to fully understand
what you’re telling them. You can achieve this by
going through your copy and replacing words like
facilitate with help. Do you see what I mean?
NO TECHNICAL TERMS
Your sales materials should never contain
technical terms. Always write your sales letter
from the angle that someone reading it has no
experience or clue about your product. The end
result will be better clarity, and more profits.
GET TO THE POINT
Right after you design your headline, jump right
into the heart of your offer.
Don’t waste any time or words explaining things
that don’t hit at the bottom line. Your goal is to
provide a no fluff explanation of how the reader
will benefit with your product. If your paragraphs
or sentences don’t drive at this, then you need to
change them or remove them completely.
Nothing turns a reader off faster than reading a
jaw-dropping headline, then reading the first few
sentences that don’t compliment what grabbed them
in the first place.
A headline is to introduce them to the first
paragraph. The first paragraph leads them into the
second. This continues throughout your sales
letter. If one paragraph doesn’t lead to next by
straying form the subject, then you’ve just lost a
customer.
SIMPLE CONVERSATIONAL WRITING
Write like you speak. Keep your tone simple and
conversational. Envision yourself sitting across
from a friend explaining your product to them. I
use this technique for everything I write, and
believe me it works.
A personal, me to you sales letter is the secret
to good copy. Your words are your salesperson, so
they need to be human and show that everything
you’re saying is directed right at the reader.
BREAK UP YOUR SALES LETTER FOR SIMPLE READING
People get really overwhelmed looking at a
cluttered page of copy that seems to run on
forever.
Put them at ease. Let them take in your sales
letter in small gulps by breaking it up into easy
to chew bites.
Keep your paragraphs short and tightly focused.
Throw a few one-sentence paragraphs into the mix
to create a clean, orderly, reader friendly page.
The best sales letter can be understood with no
thought needed by the reader. They shouldn’t have
to research your terminology or whip out a
dictionary to understand your offer.
Remember keep it simple. Your bank account and
visitors will thank you for it.
Grady Smith is the owner of
http://www.cheap-copy.com . Stop by and get FREE
marketing articles, FREE sales letter critiques,
and FREE advice to help you make more money.
Also, check out http://www.mountainhighpub.com for
FREE e-books to build your business FAST!
