Five Secrets of Writing Great Sales Copy

Written by Vincent Czaplyski

Why are you reading this sentence?

I’ll bet you a steak at Ruth Chris it’s because ofrepparttar implied promise ofrepparttar 108139 title. That promise – that you’ll soon be privy to five well guarded secrets of writing great sales copy – just grabbedrepparttar 108140 skeptic in you byrepparttar 108141 scruff ofrepparttar 108142 neck. It stood her on her heels and made her think, if only for a split second, that maybe there’s some gold here.

Sorepparttar 108143 title – or headline if you prefer to think of it that way – did its job. It got you to readrepparttar 108144 next sentence by arousing your curiosity. It probably made you feel that you could profit from these secrets. In other words it appealed to your sense of greed. And it might even have touched a couple of your other emotional triggers, like vanity or laziness, (or more positively) pride.

I don’t know you well enough to say exactly which emotional hot button it triggered in you, but you’re still reading aren’t you? So I’ll uprepparttar 108145 ante. A bottle of good wine to go withrepparttar 108146 steak says some basic emotion was triggered.

All of which leads us to Secret #1: People buy things for emotional, not logical reasons.

Andrepparttar 108147 emotions that count most are whichever ones your copy stirs up in your prospect. Your prospect doesn’t care one tiny little bit about you or your product. She could care less if she never heard from you again. What she cares about is that little voice inside her head that keeps asking, “What’s in it for me?”

Never forget this. Your copy must keep answering that question until your prospect is completely involved with your message. If your copy starts off telling about your product and not what it can do for your prospect, it is almost certainly doomed to failure.

Secret # 2: Good copy helpsrepparttar 108148 prospect picture your promise in her mind’s eye.

It isn’t good enough to just make a promise. You need to further involve your prospect by helping her picture herself experiencing your promise. She has to be able to see it, taste it, and feel it. Otherwiserepparttar 108149 skeptic in her will step right back in and start giving her reasons to disbelieve your promise.

You need to tell her something like this:

“Imagine a hundred of your business peers jumping to their feet in wild applause as you accept your industry’s top marketing award. Thenrepparttar 108150 room grows still,repparttar 108151 audience hanging on your every word as you begin to tellrepparttar 108152 story of how five powerful copywriting secrets changed your life…”

Think ofrepparttar 108153 last car commercial you watched. Probably strong on breathtaking mountain roads, beaches at sunset and sexy models – emotional appeals all. Do they have anything to do with cars? No. Do they help sell a lot of cars – you bet they do.

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

Written by Vincent Czaplyski

Should your sales letter contain a P.S.?

If you aren’t using one, you’re probably leaving money onrepparttar table. Sorepparttar 108138 short answer is “yes.” A well written P.S. (for “post script,” literally meaning “after writing”) following your signature is your last chance to influence your prospect favorably and closerepparttar 108139 sale. If it isn’t as strong as possible, these prospects may toss your letter aside or click to another website.

No marketer wants that to happen of course. So to avoid this unfortunate outcome, I recommend you put some serious thought behind your P.S. And one ofrepparttar 108140 first things you need to think about is changing your understanding of howrepparttar 108141 P.S works.

Right now, you need to stop thinking ofrepparttar 108142 P.S. asrepparttar 108143 last part ofrepparttar 108144 letter that anyone sees. Instead, think of it as one ofrepparttar 108145 first parts to be read. Then, imagine its effect on your prospect in that light.

What do I mean?

Oddly enough,repparttar 108146 opening headline and closing P.S. of your letter are often lumped together by your prospects. These widely separated parts of your letter are really Siamese twins of sorts, joined atrepparttar 108147 hip. Studies of reading behavior have shown that many readers scanrepparttar 108148 opening headline first, then jump right torepparttar 108149 P.S. to try and quickly figure out whatrepparttar 108150 letter is really all about.

Don’t you find yourself doing that sometimes?

This fact should raise an alarm somewhere inrepparttar 108151 back of your mind. If your prospect is skippingrepparttar 108152 “meat” of your letter and making a snap judgment based onrepparttar 108153 P.S., that means your carefully constructed appeal has just been short circuited, right?

Not necessarily. The best sales letters make an emotional connection withrepparttar 108154 intended prospects before any “selling” is done. That’s because people will generally buy something for emotional reasons, then justify their buying decision with logic. If your P.S. can ignite some emotion or sense of passion in your prospect, it can help bring your prospect back intorepparttar 108155 rest ofrepparttar 108156 letter.

If it appeals only to logic, it may not be enough to get your prospect to go back torepparttar 108157 beginning ofrepparttar 108158 letter and ultimately, torepparttar 108159 decision to buy.

A well written, emotionally appealing P.S. can be called upon to do one or more ofrepparttar 108160 following, although this list isn’t exhaustive:

1. Restaterepparttar 108161 primary benefit of your product or service 2. Introduce a completely new surprise benefit 3. Describe one or more special bonuses that you are including with your offer 4. Enhancerepparttar 108162 credibility of your offer in some way, perhaps by including an additional testimonial or endorsement 5. Provide a powerful sense of urgency that prompts your prospect to take immediate action 6. Reassure your prospect with your money back guarantee

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