Copywriting For Your Sales Letters - Sell More Products by Improving Your Internet Copywriting Skill

Writing web sales copy is probably the most intimidating part of internet marketing, but you must learn some basics about copywriting if you are going to be successful with an online business.

Some of the highest paid professional on the internet are copywriters, and you can learn how to write your own web sales copy by studying how they do it. It is all a formula, and once you see the pattern you will be able to get started writing sales letters that will help you to sell your products and build your list.

There are 21 elements that make up a sales letter, but some of them are much more important than others. The ones I will discuss here include the pre-headline, headline, teaser, testimonials, and features and benefits.

Pre-headlines speak directly to your targeted market. At the very top of your sales letter you will say who you are speaking to, like authors, parents, entrepreneurs, or small business owners. Be as specific as possible, so your message seems more personal.

The headline will account for about eighty percent of the success of your sales copy. Write as many headlines as you can, and test different ones to see which ones give you the best results. There are many resources online where you can find headlines that have been proven to work over the years.

Teasers will help you to ensure that your reader continues to read through the rest of your sales letter. This is where you tell your reader that you will be telling them about something else later on, but for now you want to tell them about another part of what your are offering. This is called the Zeigarnik effect, and is based on a psychological principle that has shown that the human mind must have completion of any uncompleted tasks. When you tell your reader during your sales copy that you will be giving them the rest of the information further down the page, they simply must keep reading.

If you are new to writing sales copy and doing business on the internet, you may not have testimonials that are readily available. You can always give your product to some people and ask them to give you an honest testimonial, or use quotes from famous people, living or dead, to make a relevant point about your product. Either way, these testimonials will help you to sell more products.

Features and benefits are extremely important when you are writing sales copy. A feature is what something is; a benefit is what something does. For example, a feature of a vacuum cleaner is the size of the motor. A benefit would be that it is able to pick up more dirt on a deeper level, because of the size of the motor. I like to list the features of what I am trying to sell online, and next to each one I give the benefit of that feature. That way I make sure to include these benefits in my sales letter, and the reader or prospect can see how my product or service will benefit them.

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Copy Writing - Word of Mouth Or Words of Trust?

The most effective form of advertising is word of mouth from one excited customer to another. It works rather like the excited water molecules transferring heat inside a microwave oven! Creating social buzz is a very smart way to promote something new to a market. Whole trends can be set off to explode through a large human population. Fortunes can be made through the resulting fashions and trends.

Most written ad copy, however, lacks this energy and requires a booster shot of adrenalin. Advertising on steroids then runs the risk of turning into pure hype. Using all manner of 'power words,' positive suggestion and commands, the marketer too often ends up over promising and simply presenting the reader with something that is 'unbelievable' or too good to be true. Then the copy writer tries to persuade the prospect with large numbers of testimonials to create the 'social proof' that normally flows with word of mouth.

Finally, there is a promise of complete satisfaction with the product, or 'money back' so that all buying risk is reversed and carried on the seller's shoulders. These 'iron clad' guarantees have been proven to vastly increase sales, so something has been psychologically triggered by these sales tactics.

Copy writers could chart an entirely different course. A psychological approach that respects the higher human emotional needs such as self esteem, pride, dignity and mastery has often been behind the classical, hugely successful sales letters. Writers like Robert Collier, Gary Bencivenga and Clayton Makepeace have been true masters of these higher appeals.

Here's a revolution in copy writing. It will be known as 'words of trust.' It derives from the need of marketers to form lasting relationships of trust with their customers. Look at it rather like a marriage where written and implied contracts and agreements to perform are in place. Who in advertising would be truly satisfied with a one night stand, when the potential exists for getting the business of a lifetime customer? The value of a trusting relationship is immense!

Examples of Words of Trust

You will need to read and experience some words of trust, because they are not commonly found in sales letters, marketing materials or promotional emails in this age of hype and direct selling. You need more exposure to this emotional climate in which your higher needs are respected. Here are some direct examples:

1. "It's always been a pleasure having you as a subscriber. I've been quite privileged to extend these two things to you. I hope you make a lot of money online and really get ahead. Thank you."

2. "I promise you something. I won't abuse this privilege."

3. "Money will bring you personal freedom and emotional joy. It is important to me that you can enjoy these things that I value highly."

4. "Just enter your name and email address here so that we may continue the conversation."

5. "Give me twenty dollars and I'll show you how to save two hundred and fifty thousand dollars."

Summary

Modern advertising has been too aggressive and short sighted. While focusing on the immediate, one time gain, it has lost sight of the lifetime value of a good customer. A new approach called Words of Trust has been suggested here that respects the higher emotional levels of human nature. It is time to test a more trusting form of business relationship.

Geoff Dodd is a New Zealander with a background in psychology, now living in Western Australia. He has had extensive Internet experience since 1996 and is a webmaster operating 34 web sites.

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Professional Sales Copy Writing Enhances Internet Marketing

Your marketing campaign largely depends on sales letter. It helps in introducing your product or services to the website visitors. Sales copy writing has to be done is the most professional manner as it has immense influence on the targeted traffic. The sales letter has to be compelling to act as a cash generator and that too all round the clock without any kind of fatigue. But people are struggling to write a good sales letter. There are lots of boring content available on the internet. Majority of sales copies are not able to generate interest. However, few make people ready to buy the product, click the link that leads to their website and sign up newsletter from web master.

The success of such sales letter is due to authors knowing what people want. Here are few very significant tips that you should consider while writing the most appealing and absorbing sales letter.

In sales copy writing, do not hesitate to speak your heart out. Any reader loves absorbing story and connects him or her with that easily. Provide readers an interesting story of how you got into this business and how you struggled just like them to become successful. The more you are able to express as knowing about the problems of the visitors the more are the chances of visitors getting involved in your sales letter. Just let them know that you also are one of them. How well you understand their problems and in what best way your product or service will assist them in overcoming their problems.

Make the headline of your sales letter very appealing. It is advisable to place the best and biggest benefit of your product or service in the headline. People are normally in hurry and most of the times go through the headline. If headline is unable to produce an impact on the visitor then there are every chance of visitor not going through the sales letter and your very purpose of sales copy writing fails. The headline should grab the attention of the visitors. Another thing that will bring results to your marketing efforts is to focus on a single product in the complete sales letter. Too many products clubbed together in a sales letter will confuse the visitor and hence the visitor will not have any kind of focus.

For other products, you may have different pages on your website. The testimonials or feedback from real people about your product or service impresses the visitors. They feel convinced on seeing that many other people have already used the product or service and are satisfied with the quality of services provided. Sales copy writing should include photos and identity of your satisfied customers. You should highlight the comments regarding their satisfaction from your already existing customers. Visitors once convinced will readily become your customer and that ultimately will increase your sales and revenue.

Visitors to your website looking for product or service that you are offering should in the course of sales letter create urgency to order without any further delay. Phrases such as, until the stocks end, for limited period only, for first 50 customers only, in sales copy writing will create a situation where visitor thinks of taking quick action. Also make sure of putting a point forward about what people would be losing if not opting for the service or product that you have put for sales. Mentally it affects more if one is told about what he is to lose instead of what he is to gain.

You cannot create a masterpiece in sales copy writing if you are not aware of what people expect from you as a provider. A good sales copy is possible only with perfect writing style. To persuade people to order or sign up can be done if you are able to strike their emotional cord. Instead of going through a good sales letter to say if you could write like that one, it is required to go through compelling sales letter several times and get the core out of it. The more you expose yourself to good sales letters the easier it will be for you to accomplish the task.

Paul Smith is a professional SEO website copywriter and advertising copywriter with extensive experience in B2B and B2C copywriting markets. Mr Smith founded Words of Magic, a copywriting business service that uses the power of high quality content and article marketing to increase web traffic and sales for its clients.

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