Three Essential Core Components Of A Killer Sales Copy

Everyone knows that writing an effective sales copy is the most important aspect of your marketing campaign. What is an effective sales copy?Let me explain it with an illustration of two examples.
Example #1: 1000 people has read your sales copy and 30 people respond to your ‘call-to-action’ and buy from you, then you have a conversion rate of 3%.
Example #2: 1000 people has read your sales copy and 300 people buy from you. Essentially, you have a conversion rate of 30%.
The sales copy in example #2 is more effective than the sales copy in example #1. With the same number of readers reading your sales copy, an effective sales copy will have the power to influence and persuade more people buy from you.
Effective sales letter translate to more sales for your business.Therefore, if you are marketing online or offline, you must learn to master this essential skill of writing effective sales copy.
Quoting from the late ‘Prince of print’ Gary Halbert: “The most valuable skill you can have in today’s world… if you want to become independently wealthy…is the ability to write a great sales letter.”
As a copywriter myself, I have read through many sales letters. I have discovered that all converting sales letters have this three essential components.
They are:
1) Killer Headline
If you are a copywriter, you will probably come across “AIDA”.
AIDA stands for Attention, Interest, Desire and Action.
AIDA is used as a simple formula to guide copywriter to write compelling sales copy.
First in the list of AIDA is to attract ‘Attention’.
If you do not have a headline that can capture your reader attention and move them to read on to the rest of the sales copy, then you will probably loss a lot of sales.Let face it.
Each of us are bombarded with thousand of advertising messages everyone. No one will care to look at your sales copy if the sales copy cannot capture them in the headline.
You do not need me to tell you that the headline is always the first thing that people read in your sales copy most of the time.
Additionally, people are concern with their daily problem and to-do-list. Who cares about your sales copy? If you cannot write a headline that capture attention, you would probably loss more than 80% of sales.
2) Personalization
If you are walking down the street and some yell “Hi there!”, will you more likely to respond to them than when he call you by your name?
I am sure the later will probably make you turn around.Similarly, you should write in a personal way.
In other word, write the way you talk with a friend.When you write the way you talk with a friend, your readers will be more responsive than when you walk in a formalized business way.
Remember the “Hi there” example? When I call you by your name, you will more like to respond than when I yell “Hi there’.If you want your readers to be more responsive to what you want them to do in your sales copy, then learn to write the way you talk.
3) Scarcity & Call To Action.
You catch your reader attention in your headline and you get them to be responsive to your call-to-action by writing the way you talk, what next?
It is obvious that at this stage, you should call them to take action (whatever action you craft your sales letter to accomplice, be it to buy from you or to give them your name and email address).
But what can motivate them to take action and more importantly, to do the single thing that you ask them to do in your sales copy? One of the psychological trigger that you can use is ‘scarcity’.
Tell them that if they don’t act now, the offer will not be available anymore once the 500 copies are sold out or three days later. The condition for the scarcity is up to your creativity as long as you can get them to take action now.
I would coin this simple formula of writing effective sales Letter as KPSC. KPSC stands for “Killer Headline, Personalization, Scarcity & Call To Action”Use this simple formula to guide you to write effective, compelling and sizzling sales copy.