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Articles Copy writing articles The Four Required Building Blocks For Your Sales Letter
Articles Copy writing articles The Four Required Building Blocks For Your Sales Letter
| The Four Required Building Blocks For Your Sales Letter |
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Over the years, certain ideas have emerged about which parts of the sales letter are required. Copywriters tend to be an opinionated bunch, and many have written books about this very issue. I will here outline what I see as the four most important parts of your sales letter. This is not to say that other elements are unimportant too; just that these four are at the top of the heap. 1. Headline. The headline is the most important element of any sales letter. Here's why. Most of this is quite logical if you give it some thought. The sales letter headline sets the context of the letter. It helps the reader set the expectation of what the rest of the letter will cover. If the reader cannot see a good reason to continue reading... based upon the headline... in all likelihood, they will not. You can easily comprehend why it's a good idea to make sure the headline is "just right", no matter how long it takes. 2. Your 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. Customer testimonials. With certain exceptions, for the most part testimonials are one of the foundations of a solid sales letter. People generally place much more weight on hearing some one else say how great you or your product are, and the judicious use of testimonials merely reflects that understanding of human nature. 4. Dealing with objections. This element goes by different names, and here is how it works. If we were to sell our product or service in person, most of our prospects would have various reasons for not making a buying decision. If we are to persuade them to buy, we must answer those objections. Selling in print or on a web page is analogous to selling face to face. The difference lies in the fact that we don't interact individually with our prospect and therefore we must be ready with our defenses to their objections before they even raise them. Summary. 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 trying to increase traffic to your web site, see Darrel Hawes' site for help in a web copywriter, and professional copywriting. |
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