Copywriting Tips – More Than Words

A lot of people say to me that they just can’t write good salescopy. When I ask them why, they tell me it’s because they’re not good with words. Horse hockey! Writing good sales letter is a lot more than just words on a screen. If that’s all it took, I could teach my pet goat to write a sales letter. My apologies to those who don’t believe we should have farm animals as house pets. Point is, anybody can write a good sales letter simply because it’s more than just words. This article will explain.
Did you ever read a technically perfect article that just bored the heck out of you? I know I have. All the words were very professionally written…even with some of those $2 college words that they teach you at your local university. Heck, some of them I even have to look up. No question that the guy could write well. Problem is, his writing left me cold…stone cold. Well, the same thing is true with a sales letter. You can be the most skilled writer in the world, but if you’re missing that one ingredient, it won’t matter. What is it? It’s called feeling, or emotion.
See, the key to a good sales letter is putting feeling into it. You have to make the reader on the other end feel something. Now, anybody with any kind of emotion at all SHOULD be able to convey that emotion to others. Think about when you went to see that new James Bond movie and you just had to get home to tell your friends about it so they’d go see it too. Remember how excited you were? You said things like, “Man, you had to see that one scene where Bond blew that guys boat to smithereens. I mean it was like so awesome.” Okay, maybe YOU don’t talk that way but you get the point. You put feeling into it because you REALLY felt it. THAT is what you have to do with your sales letter.
Notice I didn’t say anything about writing fancy words. Sure, you don’t want to write like a third grader (no offense to third graders) but you don’t have to be a Hemingway. Heck, you don’t even have to be a Dan Brown. (no apologies here) All you have to do is show the prospect WHY they have to get this product or they’re nuts if they don’t. If you can do that, all the fancy writing in the world doesn’t mean a darn thing.
To YOUR Success