Sell to Just One Person

One of the factors that made amateur copywriting so easy for me, was the fact that I already had a lot of article writing experience to the point where people would tell me, "I feel like you are writing directly to me. How do you do that?" The answer is you need to write your articles, and most of all, your copywriting, as if you are writing a letter. A letter that you are mailing to just one specific person, your ideal prospect.

Even if you don't know your ideal prospect, at the very least, write to just one person. Focus on selling to me, and then you can focus on selling to the masses. Your real goal with copywriting is to hit on your prospects' emotions and needs, which you just cannot do if you are trying to generalize.

A while ago, a famous copywriter put his site up for sale and a friend of mine who wanted to buy it with me joked that we should write an entire sales letter just for him to convince us to sell it at a low price. Our headline would say something like, "If Your Name is Michel Fortin and You Are Selling a Copywriting Forum, This Might Be the Most Important Sales Letter You'll Ever Read!" Of course it was just a joke, but think about what would happen if you wrote every sales letter like that.

You would be forced to use specific examples, reference the likes and dislikes of that person, focus on specific benefits instead of others because you would know what that person wanted... that is starting to sound like an emotionally charged letter instead of the usual bland mass-market style.

What could it hurt? Write your sales letters with one person in mind. Put their name in the headlines or in the paragraphs if it helps. Talk about their web sites, their hobbies, their job, their family... whatever it takes to get that single-person mentality, because you can always remove it later in the final draft of your sales copy.

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