Many copywriters have their own opinions about what absolutely must be included in each sales letter, and many have put their ideas into print.
In this article, I will explain what I believe are the four essential elements of sales copy. Others may argue that other elements are essential too; however I believe these to be the most important.
1. The headline.
The headline is the most important element of any sales letter. Here's why.
Let's think about this for a minute. Your headline "sets the boundaries" of the subject and intended reader of the letter. It has to give the reader a good idea of what to expect and "what's in it for them" if they are to keep reading. If it fails to do this, the reader will most likely turn the page or click to the next website.
It should be obvious why most veteran copywriters will invest more time on the headline than on any other element of the sales letter.
2. The offer.
What is being offered to prospects? If that in itself is not attractive to the prospect, or even if it's not positioned in such a way that makes them see why they would want it, you will be disappointed in your sales. Quite simply, the offer has got to be done right.
3. Testimonials.
Although there are exceptions, generally testimonials are going to be a very important piece of the building we call sales letters. There's an ancient saying that goes like this: "let another praise you and not your own lips". People today, just like people of times gone by, tend to be distrustful when others praise themselves. Testimonials break though much of the natural aversion and allow our satisfied customers to speak on our behalf.
4. Handling objections.
This part of the sales letter might not even be a separate section but rather, is sometimes woven into the letter. Regardless, here is why it exists. People naturally have buying resistance. Just think about the last time you went shopping for a major item. If you're like most people, prior to laying your money down you have several misgivings pop into your head. A good sales person knows how to answer these objections.
Selling in print works similarly, with this difference: copywriters do not have the chance to actually hear our prospect's objections out loud and see their facial expressions. This is why we have to learn what the primary objections will be and craft our best responses to them ahead of time.
Parting thoughts.
It should be stated that other sales letter elements are important too. However, the copywriter will generally focus on these four. They are like the four legs of a stool. There might be other components to the stool, but without the four legs... it will not stand.
In this article, I will explain what I believe are the four essential elements of sales copy. Others may argue that other elements are essential too; however I believe these to be the most important.
1. The headline.
The headline is the most important element of any sales letter. Here's why.
Let's think about this for a minute. Your headline "sets the boundaries" of the subject and intended reader of the letter. It has to give the reader a good idea of what to expect and "what's in it for them" if they are to keep reading. If it fails to do this, the reader will most likely turn the page or click to the next website.
It should be obvious why most veteran copywriters will invest more time on the headline than on any other element of the sales letter.
2. The offer.
What is being offered to prospects? If that in itself is not attractive to the prospect, or even if it's not positioned in such a way that makes them see why they would want it, you will be disappointed in your sales. Quite simply, the offer has got to be done right.
3. Testimonials.
Although there are exceptions, generally testimonials are going to be a very important piece of the building we call sales letters. There's an ancient saying that goes like this: "let another praise you and not your own lips". People today, just like people of times gone by, tend to be distrustful when others praise themselves. Testimonials break though much of the natural aversion and allow our satisfied customers to speak on our behalf.
4. Handling objections.
This part of the sales letter might not even be a separate section but rather, is sometimes woven into the letter. Regardless, here is why it exists. People naturally have buying resistance. Just think about the last time you went shopping for a major item. If you're like most people, prior to laying your money down you have several misgivings pop into your head. A good sales person knows how to answer these objections.
Selling in print works similarly, with this difference: copywriters do not have the chance to actually hear our prospect's objections out loud and see their facial expressions. This is why we have to learn what the primary objections will be and craft our best responses to them ahead of time.
Parting thoughts.
It should be stated that other sales letter elements are important too. However, the copywriter will generally focus on these four. They are like the four legs of a stool. There might be other components to the stool, but without the four legs... it will not stand.
About the Author:
If you are looking to increase visitors to your website, see Darrel Hawes' site for tips in a web copywriter, plus professional copywriting.
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