"The more things change, more they stay same". That old saying couldn't be more true, especially when it comes to writing ads and sales letters.
The same things that worked fifty years ago, continue to work today. Yes, times and technology have changed, but people haven't. At least, not way we react to an effective advertisement.
When writing an ad or sales letter, there are two critical points you must NEVER, EVER forget:
1. Most people don't make a buying decision based on logic. They make a buying decision based on their emotions.
2. People don't want to feel like they're being coerced or pushed into anything. They want to feel like they arrived at a buying decision completely of their own free will.
Go back and read point number two again. That's a very fine line. But you MUST learn distinction, if you want to master art of writing effective sales material.
Actually, writing effective sales material is quite simple, really. In fact, I'm going to teach you all of basics in this article today. And if you consistently apply those basics, you'll see your income skyrocket!
Here's key: You MUST write every single ad and sales letter using following classic AIDA formula:
A=ATTENTION I=INTEREST D=DESIRE A=ACTION
Let's break down each letter, so that you can understand full import of formula:
A=ATTENTION: The very first thing your ad or sales letter must do is get your prospects attention. The very best way to do that is with an effective headline.
So, what's an effective headline? An effective headline is any headline that answers this question: "What's in it for me"? That's all your prospects really cares about. What's in it for them? Here's an up-to-the-second example of an effective headline: "How To Write Super-Effective Ads and Sales Letters"!
So, what makes title of this article an effective headline? Two things: First of all, I answered "What's in it for me" question. Secondly, headline made you read this article.
And that my friend is whole point! You want prospects to read your sales material!
Now, we come to second letter in aforementioned AIDA formula: I="INTEREST". After you get your prospects attention, you want to get them "INTERESTED" in your product or service. You do that by immediately telling them what your headline promises. You don't waste their time with a bunch of fluff and garbage that nobody but you cares about.
Tell them what they want to know, starting with very first paragraph, and continue to tell them, right through to very last paragraph. If you keep them interested, they'll keep reading, right to very end.