Five Secrets of Writing Great Sales Copy

Written by Vincent Czaplyski

Continued from page 1

Secret #3: Once she can picture your promise for herself, she’s ready for logical proof.

You’ve got her where you want her. Your words have carried her away to some place in her imagination where your product makes her feel more powerful, sexier, smarter, more beautiful – whatever. She really wants to believe it – all of it. She’s letting her mind run a little wild. She’s gotrepparttar top down onrepparttar 108139 car you want her to buy. She’s downshifting into third gear coming around a hairpin turn. Her hair is blowing inrepparttar 108140 wind,repparttar 108141 sun is on her face and a blue ocean sparkles inrepparttar 108142 background.

But aroundrepparttar 108143 next corner is Ms. Skeptic, just waiting to throw cold water on this carefully crafted picture.

It’s your job to make sure she never even sees little Ms. Skeptic. You reassure her with testimonials. You tell her salt air won’t harmrepparttar 108144 paint job. You let her know that this car hasrepparttar 108145 best safety record of anything in its class, and she’ll never have to worry about breaking down again. In other words, you give her logical reasons to justify her emotional decision.

Secret #4: Your copy should focus on a single primary benefit – your Unique Selling Proposition

Every product should have one special selling point that sets it apart from every other product in its class. It’s your job to find out what that Unique Selling Proposition is and never let your prospect forget it. It’s OK to mention other benefits, but you should drive homerepparttar 108146 USP more than any other point.

Recognize these classic USP’s? They sold a lot of products…

“We’re number two – we try harder.” “Your pizza delivered in 30 minutes or less, or it’s free.”

Secret #5: Always include a specific offer and ask for action.

You’re almost there. You’ve made her a promise that hooked her emotionally. You helped her see herself living that promise. You gave her plenty of proof that she was makingrepparttar 108147 right decision, and you stressed your product’s USP throughout your copy.

There’s just one thing left to do. You look her inrepparttar 108148 eyes and state your offer clearly. Then tell her what she must do to get it. In other words, you closerepparttar 108149 sale.

To summarize: • Make a PROMISE • Let your prospect PICTURErepparttar 108150 benefits • Supplyrepparttar 108151 PROOF that you are tellingrepparttar 108152 truth • Stressrepparttar 108153 UNIQUE SELLING PROPOSITION • CLOSErepparttar 108154 sale by making a specific OFFER.

Copywriter Vincent Czaplyski owns Hampshire Cove Marketing, Inc., which provides copywriting and marketing services and products. Contact him at Subscribe to his free bimonthly newsletter full of powerful marketing tips at

How to Harness the Real Power of the P.S.

Written by Vincent Czaplyski

Continued from page 1

How does one write an emotionally appealing P.S.? Here are three examples.

The first tugs atrepparttar heartstrings of its audience, potential buyers of a United States Historical Society stained glass plate commemoratingrepparttar 108138 World War II Battle of Iwo Jima. It describes an additional benefit not previously mentioned inrepparttar 108139 letter, and does so in an emotionally appealing way.

“P.S. In years to come, this treasured work of art will be a reminder – perhaps to generations yet unborn – of America’s finest hour.”

The next one comes from a sales letter seeking subscribers to The Economist magazine. The body ofrepparttar 108140 sales letter describesrepparttar 108141 magazine as read by “… presidents (of countries, banks, universities and Fortune 500 companies).” The P.S. plays to this sense of exclusivity, a sophisticated emotional appeal that probably hooked a lot of new subscribers.

“P.S. As mentioned earlier, this invitation is non-transferable. It is valid in your name only. If you decide not to accept my offer, please do not pass it along to anyone else. I would prefer you simply discard it. Thank you.”

The last example is from a sales letter for Prostanol, a men’s prostrate health supplement. The copywriter could have just blandly statedrepparttar 108142 guarantee. But with fear of contracting prostrate cancer onrepparttar 108143 minds of many men over age 40 (the target audience here),repparttar 108144 P.S. was written instead in an emotionally attention getting way that is much more effective.

“P.S. I’ve seen men who were completely distraught fromrepparttar 108145 debilitating effects of poor prostrate health come back to life again. That’s how powerful this formula is and why I can confidently offer you my unequaled guarantee: unless Postanol works for you in just weeks, IT’S FREE. I’m that confidant in this scientifically-proven formula.”

To summarize, decide what you wantrepparttar 108146 P.S. to accomplish, then write it in such a way that it strikes an emotional chord with your target audience. If you do, it won’t matter that it may be one ofrepparttar 108147 first parts ofrepparttar 108148 letter read by your prospects.

Copywriter Vincent Czaplyski owns Hampshire Cove Marketing, Inc., which provides copywriting and marketing services and products Subscribe to his free bimonthly newsletter full of powerful marketing tips at Contact him at

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