[H1785]How To Write Sales

Through working with clients and writing (literally) hundreds of unique sales pieces, I've concluded there are two methods for writing sales copy that sells.

Method #1: Create the best sales copy you can.

The majority of clients want the "best" sales copy possible. They don't want anything less than this.

A client seeking this will demand numerous edits and revisions. He will personally change random words -- even when there is no change in meaning. He will go back and forth, changing his mind more frequently than a woman changes clothes.

A client like what I've described is convinced that a long, drawn-out editing process will produce the best sales copy possible.

But let me ask a question. What is "best?" Do you mean "best" based on your own opinion? Or do you mean "best" based on the market's opinion?

A person who attempts to write the "best" sales letter possible truly believes he knows what's "best." And so he spends countless hours editing the copy, thinking that he's improving it -- when his activity is actually counter-productive.

Ask yourself... is a single word hiding in the middle of a paragraph on page 7 going to make any difference in sales or how prospects feel about what's being sold?

Chances are, it won't.

Here's the bottom line: No individual knows what's truly "best" when it comes to crafting sales copy and creating customers.

We only have opinions.

Those opinions are only validated once the letter has been put to the test.

With that in mind, let me introduce you to...

Method #2: Write a "good enough" sales letter.

The second method assumes up front that nobody can really know what's "best." So this approach involves writing a letter that's good enough -- and then letting the market tell us whether we've struck gold or not.

The "good enough" approach allows you to craft a solid sales letter in half the time. You still make a strong selling appeal, and you still make every effort to persuade prospects to become customers.

Of course, you will probably want to do some minor editing, but not too much. Because your goal is to get the letter out there to see how well the market responds.

So. Now we have sales copy that is good enough. We send traffic to read it. And we measure the response.

But it doesn't stop there. The next step is to test various elements to see how they affect conversion -- for better or worse.

Clearly, the idea is to strengthen the sales letter by degrees until you are confident you have a letter that is great.

Which approach do you currently use? Which approach should you use?

I believe the first approach is for egotists. They believe they know what's best. They believe a "great" letter is one they personally love.

The second approach is for copywriters and business owners who are more interested in results than getting a warm, fuzzy feeling. They know they don't have all the answers. And they know a great letter isn't one they love... but rather one that brings in new customers at a profit.