Writing sales copy is a learnable skill. You aren't writing the next great novel but a short novella that persuades your reader to your desired action. Sales letters are really salesmanship in print. Have you listened to a good salesman before? Not the typical used car type but the smooth salesman who has a quality conversation with you. You have walked out of the store with a new widget and you are convinced it is the smartest purchase you've made all year.



This type of salesmanship is learnable and easier since it's in print. In print you have the opportunity to change your mistakes before publication. However, you don't have the chance to modify your information based on the reader's objections.

The first step is to outline and plan your information so that the points flow seamlessly through the letter. In order to do that you have to know where you are going. In a statement, define the objective of your letter, beyond 'get the customer to buy.' You want the statement to outline what your want your readers to think, feel and eventually do. Use that statement to guide your reader from the beginning to the final sentence where he will take a specific action.

The second point is to make your copy more conversational and engaging. Most people write copy in a straightforward factual manner producing dull and boring reading. Conversions revolve around emotions and feelings, which is beneficial to the sales page since people buy on emotion and justify by logic or features. People purchase benefits, not features. Features are facts and objects you can touch. Benefits are emotions you can feel and experience.

If your copy is conversational and engaging you're probably touching the reader emotionally and have a greater chance of conversion. Is it difficult for you to write with passion and animation? You aren't alone. Most people are much more compelling and passionate when they speak than when they write.

There is a shortcut to use to get the copy started. Remember, copy is nothing more than spoken language in written form. Use a tape recorder and sit down with a friend or business partner. Explain your product; tell them what you want them to know so they'll purchase your item. Now go back to the computer and transcribe your speech. This transcription can be the basis for your first draft. It will be compelling, passionate, animated and exciting. Try not to tone it down too much!

An important criteria to conversion is how well the letter flows. If your reader gets stuck in the middle of the sale because your points don't flow and the copy is choppy you'll find the reader leaves quickly. This is where the objective definition also is essential. Within the objective statement should be 3-5 points, or benefits, you want to discuss.

When you come to the end of one benefit ask a question and leave a "cliffhanger" to encourage the reader to move further into the sales letter. You can use subheads between the points to place emphasis on parts of the benefits. However, you should never give a complete answer in the headline or the majority of the subheads. Although a reader should be able to read all subheads and get the general gist of what your topic is covering you shouldn't give all the answers in the subheadings.

There is a line between giving too little and too much. Too little information in the subheads and copy and your reader is left feeling motivated without direction. Too much information and the reader wonders how much more could be in the information product? Is there really anymore or was it all left on the table? Give your reader enough information to understand that you are an expert in your field but not enough that the reader now knows just as much as you do.

Write your sales letter with intention and direction. Persuade your reader to take a specific action that you desire. You writing skills will improve and your sales conversions will increase.