Compose a Sales Letter

My background is as a musician. I am primarily a professional oboist and composer. When writing a new piece of music, the pre-planned “form” of the composition, gives the framework around which the piece is constructed. A composer does not just start at the beginning, throwing notes at the manuscript paper (or computer screen as is usually the case today) until he, or she, runs out of ideas. All music writing is approached with a clear plan of the essentials required to produce a coherent and effective piece.

Any kind of creative writing must have a similar approach with a clear pre-planned route to take. When you compose a sales letter your approach must be just the same. Every intellectual creation must have a beginning, – a middle, – and an end. Except, in the words of the great entertainer Danny Kaye, “Schubert’s Unfinished Symphony which has a beginning,…………..as I was saying….!” When creating a sales letter you must know where to start, where to end and exactly where you need to go in between.

The opening of your sales letter should ideally have a Pre-Headline, a Headline and a Sub-Header.

The Headline must grab the attention of the reader and be keyword rich. That way you get the attention of the potential customer and the attention of the search engines. The Pre-Headline could perhaps be a couple of eye-catching questions which lead into the Headline. The Sub-Header will qualify the main thrust of the Headline in some way possibly by emphasising a key benefit of your product or service.

Once into the main body of your sales letter the crucial issue is to get across the benefits and the value of your offer. Everything you write must be totally believable. If you resort to hyperbole or any other dishonesty you are likely to be found out. People who regularly use the internet see so much of that sort of nonsense that they will be sceptical of anything which seems the slightest bit far-fetched. So, avoid this sort of thing at all costs when you compose a sales letter. As they say: “If it seems too good to be true, it probably is!”

Keep description of features to a minimum. You might find some very clever and/or innovative feature in what you are offering but your reader is looking for benefits. They are asking the question, “What’s in it for me?” Features can play a part at times in your promotion but only as a reinforcement of benefits. Always be specific; generalisations don’t carry much impact. Be exact! Use times, dates, details, amounts, etc. to give your copy greater impact. If you have any testimonials use them to support the benefits and emphasise the value of your offer.

Use artwork and pictures sparingly. These do not sell your product; it’s the words which sell your product. Any graphics you do use must relate very closely to your niche and enhance your offer. Also, on a technical issue, do remember when you compose a sales letter that too many graphics, pictures or photos will slow down the loading of your webpage which can be irritating to some people.

End by summarising your offer. Enhance that offer with an appropriate bonus. Add in a 100% no quibble guarantee to complete the composition and, if you have done your job well, there is every chance that your promotional campaign will produce the results you hope for.

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