What is it that makes you
read an Advertisement?
1.Know what is in it for your reader.
Get out of your ego and into your reader's ego.
Complete this sentence: "Get my book so that you
can...(fill in the blank)." Your book (or whatever you
are selling) is the feature. What people get as a result?
of having, your book is the benefit. Focus on benefits.
Always! Without this, your letter will bomb.
2. Write a headline that telegraphs the key benefit to
your reader.
ALWAYS use a headline. There is only ONE exception to
this rule. When you personalize your letter, the "Dear
(Whoever)" opening becomes your headline. There are
few headlines more powerful than the reader's own name.
The headline is THE most important part of your letter!
Spend nearly all of your time on it.
3. Be brief.
Say what you have to say in terms of the reader's self
interest and shut up. This does NOT necessarily mean
a short letter. If you are trying to make a sale, and
the reader has never heard of you or your item for sell,
you may have to write four or more pages to get your
message across. If all you want is a return call, a one
page letter may do. Don' be afraid of length. People
will read any length of copy AS LONG AS IT'S
INTERESTING!
4. Always use a PS.
Always. Why do copywriters who charge upwards to
$15,000 to write a sales letter and have weeks to draft
it always uses a PS? They are always read. Always.
5. Look good.
Visual attractiveness accounts for 70% of your letter's
impact. Use short sentences, short paragraphs,
bulleted points, indented paragraphs, subheads, etc.
Some people will just skim your letter, so engaging
subheads and bulleted points help reach them instantly.
6. Outline first.
Use a planning tool to help you think through your
message. Or talk to a friend. Or to a tape recorder.
Or to yourself. This also helps you get comfortable
with speaking your letter rather than writing it.
7. Write first, edit last.
Turn your inner editor off. You can rewrite later. For
now, write spontaneously and quickly to get your ideas
on paper.
8. Ask for something.
Why are you writing? You want a call. Or an order.
Something. Say so!
9. Get a reader.
Find one person to read your letter Aloud in front
of you. If he (or she) has trouble reading your letter,
if he wrinkles his brow or stops to reread a sentence,
rewrite those places. Do not skip this step! It's the
secret of many professional writers.
10. Rewrite your letter again.
Is it the best you can do? Be honest! If not, throw it
away and call the person instead. Alternatively, hire a copywriter.
to write it for you. Why waste your time or your reader's
with something that doesn't communicate in a persuasive
and interesting way? (I rewrote this letter 24 times!)
Well, there you have it. Of course, there are more rules,
laws, ideas and suggestions for writing letters that get
results. You should always guarantee whatever you are
selling, for example, and always offer proof for all of your
claims. Nevertheless, the above will get you rolling.
Sincerely,
(Identify yourself. People look here to see whom the letter
is from.)
PS -- Notice that you read this PS?
PPS -- Notice that you read this one, too?