Guess what? People don’t like sales letters and mail shots. They see them as an intrusion and believe that their only benefit is that they can be recycled and made into something more useful.

 

It doesn’t matter how long you spend writing that letter, if it is unsolicited it is unlikely to be read. So what have you got to do to grab your reader’s attention? Well that’s simple, write the best sales letter known to man.

 

The quality of your letter begins even before you have opened a new blank document. Let me ask you a question; before you write do you sit down and work out a plan? You would be surprised at the number of people who don’t. Think back to your school days, I bet your teacher always told you to plan your essays and when you finally took that advice your grades began to rise. So why not do the same for your sales writing? Let’s face it writing without a plan is rather like wading through treacle.

 

Remember, whatever you write must evolve around your reader. Think about who they are, what makes them tick, where they shop, what is their lifestyle like in fact create a picture of them in your mind.

 

Now think about this:

 

• Who am I writing to? – this is your ideal reader, you know, the image that is now in your head
• What do I want to say? – focus on your reader’s needs not yours
• How much space do I have? – know your word count before you start
• How do I want to come across? – friendly, approachable, authoritative, unbiased…
• What’s my deadline? – always important to know
• What do I want to achieve?

The last one is the holy grail of your letter. Is your letter designed to make your reader change their mind about something? Do you want to motivate them into an action? Do you want them to buy something?

 

Your plan is taking shape. You know who they are, you know what you want them to do, now you can tell them why your product/service is right for them and what it will do for them (the benefits) and you know how to tell them what to do next (call to action).

 

There, that wasn’t so hard after all. Planning is important. If you are time-limited it is tempting to skip it and dive in – be warned, you will do so at your peril and your letter will be turned into a paper cup.

 

Sally Ormond

Freelance Copywriter

If you have been involved in the making of a product or service, the chances are you think it is the best thing since sliced bread. You have nurtured it from the initial brain storming sessions and through its infancy. You were there smoothing out the troublesome teenage problems until a fully matured product emerged. In fact you are so close to it, all you can see are its features and that will be all you want to talk about.

I’m not saying that’s a bad thing because we all want to know what something can do. But if you want to be a great sales writer you must understand that what the potential reader/buyer wants to know is how it is going to benefit them. What is it going to do for them? Why should they spend their hard earned cash on your particular product or service?

 

For example, you have made a pair of football boots, your sales copy reads like this:

 

• They are made from a unique leather 
• They have titanium tipped studs
• They come in a range of colours
• They mould to your foot

What is your reader going to think? Shall I tell you? They’ll say ‘so what?’ turn over the page and start reading the latest celebrity gossip.

 

Now if you sold them on the basis that by wearing your football boots your customer would become a better football player, that is a benefit. The features will help your buyer rationalise their buying decision but it is the benefit that will get him to pull his wallet out.

 

People want to know WHY they should buy something, not WHAT they are buying.

 

 

Sally Ormond

Freelance Copywriter

You could be forgiven for thinking you have stumbled into a Yul Brynner fan site or the bizarre world of a The King and I obsessive. But fear not, this is neither.

What I want to talk about is the all important aspect of any sales writing – getting to know your reader. As I mentioned in my earlier blog, The 7 Deadly Sins - a Copywriter’s Best Friend, I am not condoning any method that could be construed as stalking. Rather, what I am talking about is getting inside your reader’s head. Find out what makes them tick; what drives and motivates them. If you can understand the inner foibles of your readers mind, you will find it a lot easier to sell to them.

Attention to detail

If you are sending out newsletters to your customers at least have the good grace to master the intricacies of mail merge and address it to the person to whom it is being sent, not just to ‘Dear Customer’. Rather than getting that warm and fuzzy feeling when you think the sending company cares about you, your readers’ reaction will be ‘oh great, another mail shot’ and it will be confined to the recycling bin.

People are real

So when you are trying to get to know your reader, don’t rely on market reports and data, go out there and actually talk to people. The betting is that no matter what your target audience, you will know some people who are in it. Be it friends, neighbours, people at the gym or at your local corner shop. Talk to them, find out their concerns and you’ll be able to write from their heart.

Multiple readers

You will be writing for multiple readers 99% of the time. This makes your life slightly more difficult but not impossible. Here you need to think about your typical reader – the person who embodies the traits shared by your readership. Ignore this and you’ll end up writing bland and tedious copy as you attempt to write for every personality known to man.

The main thing to remember when involved with sales writing is get to know your audience; you are writing for them. After all they are the ones who will be doing the buying.

Sally Ormond

Freelance Copywriter

Let me take your business to new heights by making every word count.

You have decided to launch your new marketing campaign. You have identified your target market and decided which product you want to promote. You are sat down in front of your PC with a blank screen in front of you. So where do you start?

Ask yourself what is your reader interested in? Let me give you a clue; THEMSELVES.

 

You must write about your product from your readers’ point of view. Don’t waste precious space telling them what it is: tell them what it does for them. In other words tell them how your product will make their life easier, more rewarding or complete.

 

I guess you are wondering where the 7 deadly sins come into all of this. They are the keys to tapping into your prospective customer’s emotional desires.

 

Pride - You can simply make your reader believe you by flattering them. They are important; they have huge amounts of experience and savvy. Make the suggestion that someone with as much talent for making the right decision as they have really ought to be signing up for/buying your suggestion, and they will.

 

Envy - Tell them people out there already have it and are benefiting hugely from it. They’ll hate to think they are missing out.

 

Gluttony - People will always want more of something. Be it for taste, comfort, sensation or solace. If you can convince them they will feel contented when they ‘consume’ it you are onto a winner.

 

Lust - OK, this could be a bit tricky. Try and convince them that this product will satisfy their craving and they’ll snap your hand off. You will also deserve an Oscar especially if you are selling something like carpet cleaner.

 

Anger - People get angry all the time. The last time I was it was over my mobile phone’s pathetic battery life (which I may add has not yet been resolved). Give your readers a way out of their present frustrations and they will thank you heartily for it.

 

Greed - This is a major motivator. People always want more of what they already have so promise more and they’ll be faster out of the trap than a greyhound.

 

Sloth - Yes, we are all inherently lazy. So if your product can save them time and effort they will gladly open their wallets.

 

Remember, people will try to rationalise their buying decision so all you have to do is provide sufficient objective reasons why buying your product is a sensible thing to do. But people will always buy on an emotional basis first so make sure your pitch presses one of the deadly sins buttons and you’ll be on to a winner.

Sally Ormond

Freelance Copywriter

Let me take your business to new heights by making every word count.