Tag Archives: sales copy

How to write winning sales letters

blank note pad with penToday’s sales letters aren’t mailed and are rarely handwritten. But, they’re often repurposed as paid search landing pages for lead generation. Writing sales letters is more art than science, but if you follow the five suggestions below, you’ll achieve greater response.

Get Their Attention
Pretend you’re the client, and tell them what they want to know about your offer, anticipating questions they may have.

Show Advantage(s)
Good sales letters have an introduction, a body and a conclusion. And they’re written conversationally, with short paragraphs, even shorter sentences and lots of white space. After you’ve told them about your offer, show them a benefit — not what they get, but what they really get. For example, if you’re a criminal lawyer, you’re selling legal services, but your client is staying out of jail!

Prove It
This is where great sales letters are made. Social proof, in the form of real testimonials, are often more powerful than any other part of your letter. Psychologically, we all have some resistance when being pitched, but we let down our guard when someone else, who went before us, had nice things to say. Do not forget this section!

Sum it Up
Tell me again everything you’ve told me — why I’m reading this letter, what benefits I get and why I should believe you.

Ask for Action
Don’t make me think — tell me what you want me to do. Pick up the phone, fill out your form, etc.

If you follow this simple, 5-step formula, your sales letters and landing pages should convert suspects into prospects, prospects into leads, and leads into sales.

Photo credit by RAWKU5.

Are Fluff Words Ruining Your Sales Copy?

blackboard alphabetIn this quick copywriting tip, you’ll see how removing fluff words makes your copy stronger and more conversational. When dealing with fluff words, like my mom always said, “when in doubt, throw it out.” Get rid of the fluff and you’ll no longer sound pompous and insecure (by using fancy words to look smart).

THAT
In just about every instance, you can remove the word “that” from your sentences. Instead of “He said that his lawyer helped him create a will” say “He said his lawyer helped him…”

OF
This one sneaks in all the time in places it shouldn’t. Instead of “The contract of mine is on your desk” use a possessive statement like “My contract is on your desk.”

UTILIZE
The ultimate fluff word. It does nothing good old “use” doesn’t do, and certainly doesn’t make you seem smarter. So strike out “utilize” and replace with “use” and you’ll have cleaner, tighter statements immediately.

VEHICLE
Always replace “vehicle” with what it really is: a car, a truck, etc. Instead of “Lili took her vehicle to get washed” say “Lili washed her car.”

TOGETHER
This common word has legitimate uses, however, in a sentence like “the shareholders gathered together to meet” it’s cumbersome. See how much clearer “the shareholders met” sounds?

TO BE (and it’s variations: IS, AM, ARE, WERE and WAS)
Make every effort to banish as many of these words as you can, sentence by sentence. Dropping “to be” and it’s variations isn’t easy, and you can’t get rid of them entirely, but when you do, your sentences come alive. “Kevin is running to the store” is passive and awkward. “Kevin ran to the store” is active and alive. Another indicator is to look for sentences beginning with “There are” or “There is” since you can always rewrite them more powerfully. When you eliminate “to be” and it’s variations, you’re forced to think about the sentence and improve your verbs.

So make an effort to tighten your copy with these guidelines, and sell better with clean, clear and powerful sentences.

Photo credit by Cieleke.