Today we want to say a little more about sales letters and sales copy.

Sales letters and sales copy - continued
In the last article we were in the middle of a discussion about readers’ problems – the writer knows about their problems and that a solution is at hand. The writer has something that will solve readers’ problems.

Now the copywriter describes in more detail precisely how the problems will be solved – by the writer, of course. Here, and not before, does the writer talk about features, about the fact that this system is 24 volt or 4 stroke.

Notice that price has not been mentioned yet. The writer talks about bonuses, guarantees, more bonuses, another reminder of the guarantees, then a summary of everything that will be included in this package. This is followed by another statement about solutions to readers’ problems.

Then, and only then, are readers told about the price. This is followed immediately by the call to action – readers are directed to buy - NOW.

But notice, the words ‘order’ and ‘buy’ are never used. Readers are urged to ‘reserve your copy TODAY’ or ‘book your DVD set NOW’. Notice that the ‘buy button’ looks like either a standard form ‘submit’ button or the phrase ‘click here NOW to reserve yours’ in blue and underlined to look like a link. The ‘buy button' is never some sort of cute little image, it is very businesslike.

Now the writer thanks the reader for his or her time and closes with a signature and, often, a photo.

This is followed by a P.S. that reminds readers of the price and asks, again, for the order. Next comes a P.P.S. that is a re-statement of the guarantee. The last item is the P.P.P.S which is a reminder of all the bonuses included with the package.

Then, at the very bottom of the page is another ‘reserve yours now’ button.

Having now read an entire sales letter, read it again. This time look at the way sections of the letter are set apart with what might be called ‘sub-headlines’. From time-to-time the copywriter puts something like “But Wait – there’s more!” in a different colour from the main text, sometimes in a different font and sometimes centred rather than left justified.

Look at the way the writer has placed testimonials throughout the letter. Note their positions with respect to the rest of the text. Notice the borders around them and the different background colour.

Note that somewhere in the letter, usually near the end, the writer’s name, postal address, telephone number and email address are stated clearly (the big money people in this business, the truly successful entrepreneurs always do this). Readers are invited to ring or email the writer for more information.

Readers always have several opportunities, scattered throughout the letter, to submit their names and email addresses to receive a free report.

Finally, see that although the writer creates interest by very gradually builds up a picture of the solution to readers’ problems, by the time the letter is ended readers know precisely what they are buying and how much it will cost.

How long should your sales letter be? Long enough to get your readers to order from you. A clich? in this business is that, ‘long copy outsells short copy every time’. Check out how long your guru’s letters are.

If you look at sales copy by several different gurus, you will see some differences in th

Then, and only then, are readers told about the price. This is followed immediately by the call to action – readers are directed to buy - NOW.

But notice, the words ‘order’ and ‘buy’ are never used. Readers are urged to ‘reserve your copy TODAY’ or ‘book your DVD set NOW’. Notice that the ‘buy button’ looks like either a standard form ‘submit’ button or the phrase ‘click here NOW to reserve yours’ in blue and underlined to look like a link. The ‘buy button' is never some sort of cute little image, it is very businesslike.

Now the writer thanks the reader for his or her time and closes with a signature and, often, a photo.

This is followed by a P.S. that reminds readers of the price and asks, again, for the order. Next comes a P.P.S. that is a re-statement of the guarantee. The last item is the P.P.P.S which is a reminder of all the bonuses included with the package.

Then, at the very bottom of the page is another ‘reserve yours now’ button.

Having now read an entire sales letter, read it again. This time look at the way sections of the letter are set apart with what might be called ‘sub-headlines’. From time-to-time the copywriter puts something like “But Wait – there’s more!” in a different colour from the main text, sometimes in a different font and sometimes centred rather than left justified.

Look at the way the writer has placed testimonials throughout the letter. Note their positions with respect to the rest of the text. Notice the borders around them and the different background colour.

Note that somewhere in the letter, usually near the end, the writer’s name, postal address, telephone number and email address are stated clearly (the big money people in this business, the truly successful entrepreneurs always do this). Readers are invited to ring or email the writer for more information.

Readers always have several opportunities, scattered throughout the letter, to submit their names and email addresses to receive a free report.

Finally, see that although the writer creates interest by very gradually builds up a picture of the solution to readers’ problems, by the time the letter is ended readers know precisely what they are buying and how much it will cost.

How long should your sales letter be? Long enough to get your readers to order from you. A clich? in this business is that, ‘long copy outsells short copy every time’. Check out how long your guru’s letters are.

If you look at sales copy by several different gurus, you will see some differences in t

Now the writer thanks the reader for his or her time and closes with a signature and, often, a photo.

This is followed by a P.S. that reminds readers of the price and asks, again, for the order. Next comes a P.P.S. that is a re-statement of the guarantee. The last item is the P.P.P.S which is a reminder of all the bonuses included with the package.

Then, at the very bottom of the page is another ‘reserve yours now’ button.

Having now read an entire sales letter, read it again. This time look at the way sections of the letter are set apart with what might be called ‘sub-headlines’. From time-to-time the copywriter puts something like “But Wait – there’s more!” in a different colour from the main text, sometimes in a different font and sometimes centred rather than left justified.

Look at the way the writer has placed testimonials throughout the letter. Note their positions with respect to the rest of the text. Notice the borders around them and the different background colour.

Note that somewhere in the letter, usually near the end, the writer’s name, postal address, telephone number and email address are stated clearly (the big money people in this business, the truly successful entrepreneurs always do this). Readers are invited to ring or email the writer for more information.

Readers always have several opportunities, scattered throughout the letter, to submit their names and email addresses to receive a free report.

Finally, see that although the writer creates interest by very gradually builds up a picture of the solution to readers’ problems, by the time the letter is ended readers know precisely what they are buying and how much it will cost.

How long should your sales letter be? Long enough to get your readers to order from you. A clich? in this business is that, ‘long copy outsells short copy every time’. Check out how long your guru’s letters are.

If you look at sales copy by several different gurus, you will see some differences in t

Look at the way the writer has placed testimonials throughout the letter. Note their positions with respect to the rest of the text. Notice the borders around them and the different background colour.

Note that somewhere in the letter, usually near the end, the writer’s name, postal address, telephone number and email address are stated clearly (the big money people in this business, the truly successful entrepreneurs always do this). Readers are invited to ring or email the writer for more information.

Readers always have several opportunities, scattered throughout the letter, to submit their names and email addresses to receive a free report.

Finally, see that although the writer creates interest by very gradually builds up a picture of the solution to readers’ problems, by the time the letter is ended readers know precisely what they are buying and how much it will cost.

How long should your sales letter be? Long enough to get your readers to order from you. A clich? in this business is that, ‘long copy outsells short copy every time’. Check out how long your guru’s letters are.

If you look at sales copy by several different gurus, you will see some differences in t

Readers always have several opportunities, scattered throughout the letter, to submit their names and email addresses to receive a free report.

Finally, see that although the writer creates interest by very gradually builds up a picture of the solution to readers’ problems, by the time the letter is ended readers know precisely what they are buying and how much it will cost.

How long should your sales letter be? Long enough to get your readers to order from you. A clich? in this business is that, ‘long copy outsells short copy every time’. Check out how long your guru’s letters are.

If you look at sales copy by several different gurus, you will see some differences in the details of some of the things we have been discussing here. Things like font, background colour, headline colour and the like vary from one individual to another. These choices work well for the people who have chosen them. This is a good example of why you need to identify one guru to model your business on. If you tried to follow the advice of all the successful copywriters in this business, your sales letter would be a jumble of different styles. For now, copy what your mentor does.

Lastly, I want to say just a bit about classified ads. Classified ads are structured just like sales letters with two important exceptions:

1. The objective for classified ads is not to sell anything, it is simply to get readers to visit your website or ring you for a copy of your sales letter – your ‘FREE Report’. Remember this.
2. You only have a few words, sometimes as few as 30 or 35 to arouse interest. Your headline is crucial to success. Within these few words, you must also indicate what it is you’re selling and the benefits. This is a lot to ask from 35 words.

Again, if your guru uses classified ads, check them out.

Copywriting is an art you can study for the rest of your life and still not know it all. Enjoy!

That’s all for this time. See you soon.

Next time we shall talk in detail about your dream.

Thanks for listening :-)

William Rice-Johnston

Copyright © 2006 Mary Rice-Johnston & Golden Goose Direct. All rights reserved.