Sales Letter Copywriter – An Easier Way To Write

Whether you are a professional copywriter, or just an entrepreneur that needs to sometimes create advertising copy, chances are you’ve been faces with the dreaded “blank page.” Of course, in reality, it is more likely that you are facing the dreaded “blinking cursor,” but you get the idea. There is that place where you know you need to write something, but there is nothing coming to you.
Chances are you already know a great deal about the product or service that you are advertising. In fact it is very likely that you know almost everything about it. In the case of the entrepreneur, you probably even invented the thing!
And that could be the root of your problem.
You see, it is very easy – with a little reading and research – to come up with a list of features of a product or service. It is also pretty easy to turn those features into benefits, and create an impressive bullet list of benefits that you hope the reader will identify with.
The issue, of course, is that bullet lists are rarely compelling enough to suck a reader in, and keep them interested until they are ready to pull out their credit card and actually make a purchase! The do THAT, to get the sale, we have to have a hook.
With a great hook we can draw the reader in, get them interested, get them hungry for our product, and then trot out that great list of bullet points that you created early on.
There are many ways to create a great hook that draws readers in, but without a doubt my favorite is to create a customer story. Here’s what I mean.
Picture not just your product or service, but rather picture an actual person using your product or service. What do they look like? What problem, exactly, caused them to pick up your stuff and start using it? Then, with this picture firmly in your head, create a story around it.
Think like a novelist or fiction writer, and create a backstory for your customer. Where did he or she come from? How did he or she get this particular point? And most importantly, how is your product or service going to take him or her to a new level?
It’s going to take a little time to get used to thinking in these terms, but soon you will be surprised at the rich details that come bubbling up. Details that you can use in your copy to add that emotional element to help your reader relate… and to care.
Finally, with this great story in your head, write the opening to your sales letter making your fictional customer into the star. Here is a great formula you may want to follow:
A few paragraphs to introduce the character and the problem
A few paragraphs on your product or service as the solution
Your great bullet list of benefits
Some testimonials, or social proof
A few paragraphs with your character again, showing how his or her life has changed
This simple 5-step approach has been used successfully in various formats for decades. Try it for yourself and see where it takes your next sales letter.