Learning how to write a sales letter can be extremely difficult. It seems as if everyone has an opinion on how to write copy, and many of those opinions contradict each other – even amongst top copywriters.
That being said, there are some universal copywriting “laws” that will be the same for everyone. We’re going to go over a few of those fundamentals, as well as how you can use them to your advantage, in Part 1 of this series.
With that said, let’s get started!
Rule #1: Set out writing to one person.
Writing a letter or piece of copywriting material can be quite overwhelming if you’re constantly thinking about all the different people that are going to look at your material.
When you’re writing something, write to one specific person. Write to the ideal customer of your product.
Many top copywriters come up with a complete avatar of their ideal customer. They know the age, marital status, sex, and general demographics of their customer. They also know deeper things, such as the fears and frustrations of their clients, the conversations going on in their clients heads, and what the clients want above all else.
When you write to the one specific person you’ve uncovered in your research, the letter writing becomes a lot less overwhelming, and a lot more fun.
Rule #2: Use Your Prospect’s Language.
A lot of relationship coaches will give this same tip. Using the language that your ideal target uses will get them to like and trust you very quickly. Instead of being a random stranger, you’re now a trusted friend. You speak like them you’re in their “family”.
A lot of NLP coaches use this as well.
Look for subtle language patterns by the people in your niche. It may be something small, such as them using the word “cabin” versus “house”, or “ain’t” versus “is not”. If you can mirror what they say, they will subconsciously like you a lot more, without knowing why.
Rule #3: Use Emotion.
Most people purchase out of emotion and not logic. Identify the pain that people in your niche are going through, or identify the extreme happiness they feel when purchasing your product. Write to that versus the logical “features” of your product.
To give an example, instead of saying, “This TV is 54 inches”, say, “Imagine how impressed your friends will be when they see your huge new TV!”
Use words that describe what will happen once your prospect has your product (they’ll feel happier, look better, etc) and really paint an emotional, vivid, and compelling picture for them.
While these 3 tips are very important, they’re only just the tip of the iceberg. Head on over to part 2 in this copywriting series to glean even more tips on some of the most important copywriting rules out there.
After getting comfortable with and implementing these ideas, you should feel a rise in the trust that people have in you, as well as see a huge increase to your bottom line. Can’t complain about THAT! 😉