Problem - Agitation - Solution

And don't be afraid of how long your sales copy is either. Write as long as necessary to explain everything.

If a person doesn't take time to read long sales copy, it is a good bet they weren't interested in your product or service anyway.

Because if they were, they would try to find out as much information as they can before making a purchase.

A good book that I recommend you pick up on creating effective sales copy is by Dan S. Kennedy called The Ultimate Sales Letter.

It has formula I mentioned and many more in it. You can find it at most off/online bookstores.

And remember, you can learn all you want but it only becomes effective when you apply what you learned.

Repeat after me... learn and apply... learn and apply....

Any number of aspects can cause a change in focus for your target customer, and therefore a need to rewrite your copy. Here are some of more common ones for businesses:

·New tax laws ·New mandatory expenses (such as a postage increase) ·Starting a new business ·Closing a business ·Stock price increase ·Stock price decrease

Business to consumer sales can be affected, too. Personal circumstances that change every day include:

·Buying a new home ·Retiring ·Getting married ·Getting divorced ·Having a baby ·Receiving a tax refund ·Receiving an inheritance

What do I recommend? Twice a year, take a good, long look at your copy. What has changed in your marketplace? What laws, regulations, or events have been implemented or have taken place? Will these things have an impact on your customers? How will you respond to them?

Take that information and compare it to what your current copy says. Is your message clear? Are there benefits you need to update or change? Is your copy still making most positive impact on your potential customers that it can?

If not, don’t hesitate to make changes. After all, your copy is your key to new customers and repeat customers. And, as I said in beginning, hardly any copy will last forever. Eventually, everybody is due for a copy facelift.