Our company was recently commissioned to complete a for a software product that targeted webmasters. Working with the client we completed split testing in an effort to maximise conversion rates. During the testing phase we achieved returns that were 0.7% higher from the sales letter that addressed the reader under the assumption that they had prior knowledge in the field. Although we achieved higher conversion rates from this approach we were still able to utilise the other sales letter under PPC terms which suggested a less savvy audience.
A problem that is prominent in most sales letters is that the writer attempts to cater for every possible consumer. This is particularly prominent in the B2B market where companies claim that their product/service is suitable for a wide range of businesses ? big/small and from any sector you could possibly think of.
The fact is that a writer should aim to entice the consumer towards the suitability of their product through explaining functionality and benefit whilst allowing the reader to reach at least some conclusions at their own free will. During the development of a recent sales letter for a Lay-betting membership website, I refrained from quoting figures that outlined the owner's lay betting revenues. Instead I drew on the fact that the website owner had several members of staff that he employed to ?lay bets?. This would surely provoke the consumer to reach the conclusion that the owner had managed to achieve revenues that could support three people comfortably. In the field this is known as ?persuasive assumption? and can be powerful tool in converting the most cautious of website visitors.
A question that I am often asked by clients is how I am going to illustrate their product in a better light than their competitors. Many clients have asked me to mention specific companies and raise flaws in their product, services and claims. Although every sales letter should be written in a bespoke manner I would recommend that writers avoid this as a general rule. When a competitors name is mentioned the consumer is automatically compelled to consider the prospect of contracting with them. In order to outshine the competition a writer should inform the reader of a feature being a benefit of their product, rather than a weakness in their competitors.
How To Letter Writing
I can sit here all day giving you tips and hints on headlines and phrases that sell. But none of it will do you any good if you just plain hate sitting down at the keyboard.
If you can't stand writing, you're in good company. Most of us feel the same. I once asked a high school English teacher how many of her 300 students liked to write. "Oh, about 9 of them," she said.veryone from Mark Twain to Bart Simpson has faced a blank sheet of paper for hours with no idea of what to put on it. Well let me give you a few ideas from my office of professional writers. In the world of non-fiction writing, being a professional doesn't necessarily mean being a great writer. It does mean you have to be able to conjure up great copy every single day, even when you don't feel well or aren't in the mood. The first step is just to get something on paper--anything! And I do mean anything. Just start writing down whatever comes to mind. If you can't think of anything, write "I'm sitting here and I can't think of anything to write.? Yes, that sounds pretty stupid. But it's exactly the technique a lot of top writers use to get the creative juices flowing. Next you'll find yourself typing "I need to write a sales letter to promote my new software. Its software to help people gets organized.
Most people have lots of information, but they can't remember where they put it. This software has people organize their information in a system that makes it super easy to find, in just seconds.? Wow! You're writing, you're telling your story, and best of all, you're not worrying about being bad because you know you can go back later and change it all. One top writer copies and pastes favorite lines from other sources (like the client's web site.) Then she rewrites those sections in her own words so that they are completely original. That's enough to get her going. Next she fills in additional fresh copy between the blurbs she has already completed. Even on days when she would rather be anywhere but behind a computer, she cranks out first rate copy in record time. Another method is to just start talking. Talk into one of those little tape recorders you get at Radio Shack. Pretend you're telling your best friend, your mother, or Paris Hilton all about your big idea. Go into all the details.
Talk it all out. Later, go back, listen, and take notes. Your notes will be the start of your email message. Don't type very well? 60 percent of North Americans can't type. Hunting keys often makes writing frustrating if not impossible. Follow in the tradition of a great many very famous writers. Pick up a cheap ballpoint pen and write down your ideas with the good old handwriting you learned in second grade. Then have someone type it up. The key is to just get something, anything, on your computer screen or on paper. Once you have that, start to edit. The copy will take on a life of its own and the writing will come easier. Or, simply hand your first attempts to a professional writer. Most can churn your notes into polished copy faster and cheaper than they can write entirely new copy.
Both Nathan Park & Michaelraju are contributors for EditorialToday. The above articles have been edited for relevancy and timeliness. All write-ups, reviews, tips and guides published by EditorialToday.com and its partners or affiliates are for informational purposes only. They should not be used for any legal or any other type of advice. We do not endorse any author, contributor, writer or article posted by our team.
Nathan Park has sinced written about articles on various topics from SEO Articles, SEO linking and Sales letter. Cooper Murphy Webb is a offering. Nathan Park's top article generates over 2900 views. to your Favourites.
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