http://www.youtube.com/watch?v=GqCKvjnSc68

Today I am going to tell you everything you need to know about writing BULLET POINTS in sales letters in just a couple of minutes.

Let's get real... everyone hates work. Especially when that work is lots and lots of writing. Lucky for you, even as a copywriter, you don't need to write lots and lots... because people hate to read!

When you write copy, you want your letter to be as easy to read as possible. So...

http://www.youtube.com/watch?v=JEdIBdqP4Us

You have a sales letter. You have grabbed their attention with a headline, given them detailed-oriented benefits using bullet points, explained your story to them, dazzled them with testimonials and other forms of proof, even delivered a great call-to-action to get them to buy. But did you forget the all-powerful P.S. statement to catch those otherwise lost sales?

All you need to know about the P.S. statement at the end of...

http://www.youtube.com/watch?v=EYW8gfdGLfA

Of all the elements of a web page you can split test, the most important element in your copywriting is the offer. I know many copywriters who start writing copy not with the bullets, not the headlines, but the offer itself. After you have grabbed your prospect's attention and given them all the information they need, the thing that is going to get them to decide whether or not to buy is the offer.

I did not realize this until...

http://www.youtube.com/watch?v=PCwx14cnG5A

As a copywriter, you probably maintain some kind of swipe file, which is an archive of headlines, phrases, and entire sales letters that contain sales materials that you like, so you can re-use the same strategies in your own sales letters and hopefully hit on some of the same hot buttons as the original copywriter did. But my question to you is, do you maintain the most important swipe file of all, which is the "Made Me Buy" swipe...

http://www.youtube.com/watch?v=QSaS8uZPulE

When you write copy for sales letters, it improves your conversions and keeps prospects on your site longer if you can tell a story while you sell. In the past I have described my two favorite types of stories: the What-If approach (start with the word "imagine" and build up imagery), and the How-To approach, where you turn your ad into an advertorial and try to teach prospects something before you sell to them. My other two favorites...