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Business Advertising The Four Required Building Blocks For Your Sales Letter
Business Advertising The Four Required Building Blocks For Your Sales Letter
| The Four Required Building Blocks For Your Sales Letter |
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| Written by Darrel Hawes |
| Sunday, 05 April 2009 07:21 |
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Much has been written on the structure of a sales letter, and copywriters everywhere all have their own opinions about what must be included in a sales letter or promotion. I will here outline what I see as the four most important parts of your sales letter. This is not to say that other elements are unimportant too; just that these four are at the top of the heap. 1. Your headline. The sales letter's headline is hands-down the most critical element. Here are a few reasons why this is the case. Let's think about this for a minute. Your headline "sets the boundaries" of the subject and intended reader of the letter. It has to give the reader a good idea of what to expect and "what's in it for them" if they are to keep reading. If it fails to do this, the reader will most likely turn the page or click to the next website. You can see why many copywriters spend more time on the headline than on any other part of the sales letter. 2. Your offer. What is being offered for sale? Take care that the particular offer is stated from the perspective of the prospect, not yours. The prospect must be able to easily comprehend "what's in it for them". 3. Customer testimonials. Why use testimonials? It's simple, really. The objective opinion of an outside party holds much more weight than that of you, the seller. It is ingrained in human nature to assume that people lie and exaggerate, and the right use of testimonials at least partially comes to your aid in this matter. 4. Dealing with objections. This part of the sales letter is called by various titles, and here's what they all mean. Let's assume for a moment that we were to sell our product or service in person. If we did this, the majority of our prospects would have one or more reasons to delay a purchase, or worse, not purchase at all. To help guide them to a buying decision, those objections must be reasonably answered. Selling in print works similarly, with this difference: copywriters do not have the chance to actually hear our prospect's objections out loud and see their facial expressions. This is why we have to learn what the primary objections will be and craft our best responses to them ahead of time. Summary. Of course, these are not the only elements, or even the only essential elements. The bottom line is the headline, offer, testimonials, and handling objections are so important that the copywriter must make them as perfect as he or she can. The business owner has a role to play as well. By making a point to acquire quality testimonials and produce an in-demand product, the copywriter will be in a much better position to craft winning copy. About the Author: If you are looking to increase traffic to your website, see Darrel Hawes' site for help in a web copywriter, plus professional copywriting. Kindly provided by MoneyHunter.org You are welcome to use this article on your own website, if you include the link just before this text. |
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