Standard Sales Copy Format

by trieke
7 replies
Ok, first off I am a complete and utter noob when it comes to copywriting.

So please don't yell at me and tell me that I have no idea what I am talking about or asking becuase I don't. That is why I am posing the question.

So without further adieu, here is my question/comment.

I am sure the standard copywriting sales letter format that I see on offers all over this site, accross the internet and in print convert very well and make everyone a lot of money. And as someone who has purchased from these offers in the past know all too well how the power of words can make me want buy buy buy...... But I am also very wary of anything that looks remotely like a copywritten sales letter and even though the letter may make me want to buy I will catch myself and say hold on wait a minute - don't do it you know better.

I would think that as time passes and more people are exposed to the "standard" looking sales letter this type of buyer would become more prevalent. Is there any new style of format that is used to overcome this buyers hesitations? Or do you simply write these potential customers off and focus on buyers who aren't so wary?

Thoughts?
#copy #format #sales #standard
  • Profile picture of the author colmodwyer
    I don't think this is as big an issue as you might think, for as many prospects that become immune to the "standard sales letter" (whatever that may be) I'm sure there are many more who become "trained" to respond to them.

    An argument for this would be to look at a back-end sales system for any business owner doing direct response marketing, I reckon 99% of the time you would see them glean a favorable response over and over again with the same kind of "standard sales letters" that won their customers hearts in the first place.

    Essentially you always want to try and stand out from the crowd - not to the extent where you're calling a Volkswagen a lemon, because that's too far into the realms of high risk - but to a point where you can differentiate yourself from the competition and the norm while still putting a solid sales message across.

    It's like play-it-safe-innovation; stray from the fundamentals sure, but not too far - unless you can afford all the testing and lost sales.

    That's my thoughts anywho, which could be utter bull for all I know.

    Colm
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    • Profile picture of the author AndrewCavanagh
      The biggest secret is to make you ad or sales letter look like the kind of thing your prospect would normally read.

      That's why product reviews on blogs combined with other quality content often do quite well.

      But also keep in mind that at present the sales letter format you're talking about developed to that point because it has the highest rate of conversion.

      Many of the elements we use have been split tested over and over.

      There may be new breakthroughs but they're usually minor (like adding audio and video to the mix).

      Ultimately it's still a sales presentation in another format...that's what sells.

      Kindest regards,
      Andrew Cavanagh
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  • Profile picture of the author Norma Holt
    In selling the number one rule is honesty. Tell it as you feel it and as you would like to hear it if someone was selling it to you. What are the points you need to make? How good is it? Would you buy it? If not why not? These are the things to put in a sales letter, whether its a splash page or a website makes no difference.

    Remember too that presentation is everything. Don't try to copy what other do - be unique it might get you further.

    By the way welcome to the forum. Look forward to more of your posts
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    • Profile picture of the author trieke
      Thanks everyone for your replies......

      Just to be clear I am referring to the typical formating style that you see of most sales letters, I understand the copy and content are different and are what is ultimately important.

      It's like I come accross a sales page and immediately without reading anything based upon the format I think to myself -- someone is trying to sell me something and let's move on. So in my mind I think, that is what everyone will do..........so why bother. I have this tendency to interject my personal preferences about how I view things rather being truley objective and I need to move past that mindset.

      I apprceciate everyone's comments and I look forward to learning to move people to action through the use of my words.
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  • Profile picture of the author TajwarAlexander
    I think this is the answer you are looking for.
    Shocking statement to get readers attention
    Pose the problem reader is having
    offer a solution to the problem
    tell them the benfits of acting on the solution

    Thats it
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    • Profile picture of the author Anthony707
      There is no doubt that as the internet grows and your potential customers become more "internet savvy", there will be a growing skepticism to the standard sales letter, but they certainly are still alive and working well today.

      I think "social proof" is something that is proving to be a major factor in the success of the better sales copy these days. By that I mean showing proof in the way of testimonials, stats, results achieved by the product etc. People love buying after hearing about how "somone just like them" purchased the product and got the results they wanted.

      I have several successful websites where I used testimonials as 90% of the sales copy. In other words, I used the testimonials to sell the product with little 'traditional' sales copy required. (not that testimonials are a new concept of course).

      Web video has exploded and is proving to be a great asset as it gives the prospect a chance to see and hear you talk about the product and that can dramatically increase sales, if done correctly. As can testimnials done on video.

      I have left my number one tip to last!

      Give away some fantastic content to show people just how good your information product is. Nothing works better than this!

      All the best.

      Anthony
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