Universal Laws of Good Copywriting Part 2

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Copywriting 101
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In Part 1 of this copywriting series, we went over some important copywriting “rules” to follow in order to have the best possible copywriting material.

To refresh your memory, these rules were:

  • Set out writing to one person.
  • Use your prospect’s language.
  • Use emotion.

In this article, I’m going to go through and give you even more tips you can use to make the most compelling sales material possible.

So, let’s get going.

Rule #4: Time’s ticking, make sure you keep their attention.

Your sales letter should be captivating from the beginning to the end. A lot of people liken a sales letter to a “slippery slope”, saying that the letter should be consistent and easy to read the entire time through.

Imagine falling down a slippery slope. The ride is easy from top to bottom, and you go down one clear path. A sales letter should be exactly like this.

If you have ANY disconnects, it will be very easy for a reader to lose interest and stop reading right away.

Think about it like this: people stay on websites for an average of 30 or so seconds. This is ESPECIALLY true if they think they’re being sold something. As you know, 30 seconds isn’t a lot of time. If you give your readers any reason to leave whatsoever, they WILL take it. Make sure that every point you write about makes complete sense. Don’t get too off topic.

It’s also important to have a compelling headline that will make your readers’ eyes bulge. Get them emotionally invested in reading on. Don’t over-hype or make promises you can’t keep, but really reel them in with the “wow” factor of your product or service in your headlines.

Don’t use wordy, verbose language that bores your reader. World class copywriter John Carlton actually says to write as if you’re writing to a third grader.

Your copy should also be easy to read and/or skim through. Use short words that everyone understands, and make short paragraphs that are easily digested.

In going with this theme, you also want to use a lot of bullets instead of paragraphs. Because a lot of people, in their time crunch, are only going to be able to skim your copy, you want to make sure that you make it as easy as possible for them to see the benefits of your product or service right away.

Rule #5: Make the copy visually compelling.

As a copywriter, you’re usually not going to be responsible for graphics.

You will, however, be responsible for font usage, size of the fonts, etc.

Make sure not to use all kinds of fonts that’ll only confuse and frustrate your reader. Stick to one or two fonts – and one or two sizes of fonts – and don’t veer from that.

Always remember that the easier and more consistent your sales materials are, the more sales you will make.

OK, that’s it for now.  Head on over to part 3 in this copywriting series, and we’ll go through a few more proven rules in getting the best possible responsible from your sales material.

Warm regards,


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