The Copywriter Shoots and Scores!
Every copywriter wants their sales letter to be the greatest ever written. But how do you make sure that your message hits the back of the net rather than the crossbar?
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The first step is to break down your identified goals into objectives. You need to think about what you want your reader to do; what should their reaction be when they read this letter? Basically you must identify – what it is you want your reader to know, how you want them to feel once they have read it and ultimately, what you want them to commit to.
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What you want your reader to know
I know I have banged on in the past that your writing should be benefit-lead and not feature-lead but you do need to tell your reader some facts about what you are selling so that they can then justify their buying decision.
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How you want them to feel
Not an easy question to get an answer to. Clients will often look at you blankly when you ask them. What you are looking for is something along the lines of they should feel excited about becoming one of your customers, or that they will be worried that they’ll be missing out if they pass up this opportunity. It is the emotional response that you are after. Not an easy little blighter to pin down at the best of times but if you can tap into your readers’ emotional tank you will be on to a winner.
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What you want them to commit to
This is the call to action. It could be ‘buy now’, ‘recommend a friend’ or perhaps ‘book an appointment with an advisor’. Whatever it is it must be specific and direct. You must leave them in no doubt whatsoever about what they should do, how they should do it and when.
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Follow these steps and you can be sure that your clients will love you forever more as they see a much higher number of customers in the back of their net.
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Sally Ormond
Let me take your business to new heights by making every word count.
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Tags: Copywriting, freelance copywriter, sales writing, sally ormond
