There are days when even the most creative and experienced marketing professionals have trouble getting their initial ideas and concepts onto paper. Which can cause frustration, as well as a massive loss of productivity.
For the most effective sales materials, it’s much easier to edit badly written or incomplete text than wrestle with a blank page. So it’s best to not focus on perfection at first, in order to get something down that can be improved upon later.
Building on this rationale, copywriting virtuoso Michael Fortin blogged about the 60-Minute Naked Truth Salesletter Formula that he learned from information marketer Dean Jackson.
Start by jotting a few notes to the eventual reader of the letter and tell them some of the main reasons you’re writing to them.
Next, share with them a list of reasons this product will be beneficial to them.
Follow this list with a list of questions or objections they may have concerning purchasing the product, along with answers to those questions or objections.
Now comes the point where you must tell the customer about the product guarantee or the opportunity to purchase without a risk.
Follow the guarantee with a call to action, along with clear details of what they will receive once they take action.
Next, build a sense of urgency, giving the customer a reason to purchase soon, such as limited quantities or a special sale time frame.
Finally, end with some testimonials from existing customers.
Each of the notes you take will need additional refining to make the most impact. But following this formula makes it very simple to pen all of the essential elements of a sales letter, brochure or website, in an hour or less.
Charles Cuninghame – Freelance Website Copywriter
Related posts:
