Basic framework for business sales copy

[ThomasTe]

Hi,

I'm about to do a sales copy/white paper/web content for a software product marketed towards businesses (Medium/Large).

Do you have a good framework that I can use, to structure the content in the best and most effective way?

Thanks.

Regards,
Thomas

[Alex Cohen]

Thomas,

If you think that sales copy is the same as a white paper or "regular" web content, I suggest you learn how to write sales copy before proceeding.

Here's a blog post I wrote that will give you a good place to start, including the framework you're looking for ...

Extraordinary Copywriting Blog Archive Writing Copy Yourself

Alex

[ThomasTe]

Thanks for the input, guys. I know it's a basic questions, so I'll search on.

Thanks.

Regards,
Thomas

[Raydal]

Originally Posted by ThomasTe

Hi,

I'm about to do a sales copy/white paper/web content for a software product marketed towards businesses (Medium/Large).

Do you have a good framework that I can use, to structure the content in the best and most effective way?

Thanks.

Regards,
Thomas

Hi Thomas,

As I understand your question, you are writing a SEPARATE sales copy,
white paper and some web content (like articles) for this company.

Then you require a different approach for each assignment. I could
recommend "Writing White Papers" by Michael Stelzner for your
white paper writing.

If you're new to writing sales letters, then check Dan Kennedy's
"Ultimate Sales Letters" or Bob Bly's "Copywriter's Handbook"

These would all give you the basic framework you are looking
for, not necessarily make you an expert overnight. Once you
keep your target market in mind and write in their language
and to benefit them, then you'll be off to a good start.

-Ray Edwards

[ThomasTe]

Excellent stuff. Thanks, Ray, and have a great weekend.

Regards,
Thomas

[Mark McClure]

Thomas,

Re: the white paper:

Is the paper aimed at techies or C-level / middle mgt? That's going to influence the style and content.

Because techs will tend to pick apart factual errors and inconsistencies.

While mgt mavens will be asking themselves: "How much will this save? What will it cost in cap ex and expenses? How can this assist my climb up the greasy pole of promotion?"
I jest somewhat, but not much... ;-)

From my own experience, I know that a ton of white papers in the multi national tech world never get read by busy execs... they'll skim the exec summary and maybe a cost/feature/benefits comparison.

They generally rely on the in-house tech heads and their managers to do the due diligence and smoke out any vendors peddling BS solutions wrapped up in white paper... this is not usually a one-shot "oh I'm sold" sales cycle.

hope this helps

[ThomasTe]

Hi Mark,

Thanks, that was some great input to take into consideration. Yeah, I guess that One-Size-Fits-All doesn't always work.
But great input with the cost/benefit, I'll definately include that.

Now I'm gonna miss the Simpsons later, because of the new ideas I've gotten. Oh, well.

Thanks.

Regards,
Thomas