Over the past few days I've seen multiple posts talking about some of the "smaller" things you can do in a salesletter to get higher conversions.
These would be things like: Having a drop cap in the first paragraph, having "dear friend" say something more personal, having a short headline, etc. etc. etc.
And while these things may (and usually do) improve your conversions - I think a lot of copywriters are missing the big picture.
(Although thanks for those posts...they were very good for the people who should be reading them!)
You see...those are the types of things you can worry about AFTER you've become a master copywriter.
When you're just beginning and haven't yet seen what it's felt like to do something like triple your clients conversions, you need to focus on doing more RESEARCH and simply being a better salesman...not the little things like a different background color!
Sure those little things can give you small increases...but if you do enough research and understand your market well enough, you can see conversions go sky-high, instead of just up a few percent.
For example - "dear friend".
If you have a headline that's so compelling to your audience that they NEED to read that letter, do you really think they care about if that line says dear friend, dear internet marketer, dear pet lover, etc.?
They're looking for a solution to a problem (usually) and you need to give it to them on a silver platter.
My advice to beginning-intermediate copywriters is this.
Spend 80% of your time learning to be a better salesman by doing more research, studying sales, and learning how to simply write more persuasively...and only 20% of your time learning the newest "trick" you can use to increase your conversions 5-10%.
Trust me...your clients will love you for it