Anyone who writes copy, either for their own products or services or for clients, should want their copy to be more effective. This means more satisfied customers and more sales. How do you increase the effectiveness of your copy?
Before you write one word, fix in your mind what you want to achieve with your sales letter or other promotional piece. Be specific. Don’t just say to yourself, “I want the reader to buy my product”. Instead, outline in detail what you want your reader to feel, experience, and ultimately gain from buying your product. You can even go further and put some kind of number on your desired outcome… how many sales do you want to make.
With this approach, you don’t have to concern yourself with sounding cool or making funny jokes in your copy. Imitating other sales letters is not your goal either. None of that is relevant to your goal! Everything you say and demonstrate is now focused on persuading the reader to buy your product.
For example, let’s say you are selling an information product on how to raise chickens. Should you include pictures of your children or grandchildren in your sales letter? Only if it helps persuade the reader to buy your product. Likewise, should you include fancy “Web 2.0” graphics and “involvement devices”? If you determine that it will help you sell more product, then you should do so.
Do you research and test everything, always with your end goal in mind. This rule will help you decide what to do, and more importantly, what not to do in your sales copy.