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What is most compelling reason to buy your product? State it in writing as clearly as you can. You have a headline. Now, hereís important part, write another 50 headlines about same benefit.
Set that aside and start writing your letter with your lead. Your lead should build on and restate theme of your headline. Focus on benefit to prospect.
Next, you want to back up your strong statement of benefit with details about why your product will lead to such a benefit. State features that support statement of benefit.
For rest of your letter you want to weave benefits together with supporting features. Restate your core benefit often and in a variety of ways. After every statement of benefit tell your prospect why you can deliver on your promise.
You have your rough draft. Now you need to select best three Headlines you have and start asking people in your office which one is better. Use one that wins.
Now itís time to re-write your letter. You should do this several times. Make your letter sound like your talking to a favorite uncle and explaining why your product will be so good for him.
Respect your client. Donít ever talk down to them. Answer every question they might have. Donít be afraid to go long Ė long copy sells better.
To Your Prosperity
Author of The Mortgage Broker Book. An Insiders Guide to Success for Ambitious Mortgage Brokers. www.Mortgage-Millions.com