I'll get to the title of my post in a minute...and remind you of an old technique that works everytime.
There's generally two types of copywriters...
Those that start out swinging a baseball bat, hoping to splatter their prospects emotions all over their piece...
Or, those that use stealth technology to cruise just below the radar...and land a fatal blow on their prospect before they know what hit them -- a more sneaky approach.
Whichever style you use, start off with it from the "get go".
In other words get busy...times a wastin'.
They've got money, and you want it -- don't "dilly dally" around...every word counts.
Use the shortest words possible -- no more than a couple syllables.
Use the shortest sentences possible -- around 8 words.
Use the shortest paragraphs possible -- about 2 to 3 sentences.
Use connector words between paragraphs.
We all know most people scan when reading.
Use a header for all your paragraphs.
Make all your paragraph headers a sales piece within themselves.
When the reader is scanning your piece...they should get excited just by reading your headers...they should get the whole story and be moved to buy.
Most will pause at a header that grabs their attention and read the rest of the paragraph...then continue scanning.
Headlines have always been speculative on how to write them.
Here's my approach.
A book publisher says you have about 3 seconds to get your prospects attention on the title...then about 8 seconds on the back.
I use the same approach...but with the headline and sub-headline.
I write a headline that grabs attention -- usually offering no benefits, etc.
Then I use the sub-headline to pre-qualify the reader.
That's where I offer the benefit, etc.
Don't use the headline: "Mother Gives Birth To Alien Politician", if your piece is about how you discovered coupons as the way to financial freedom while sitting on the toilet reading Playboy -- unless you can tie it all together
My personal technique:
Offer choices on the "buy" part.
In sales, any good salesman won't come out and say: "Bob, your payments on your new Chevy will be $750.00 a month".
Once you've gained someone's attention...then lose it...it's almost impossible to get it back.
"Bob, I've put together some options for you...
"At 36 months, your investment is $950.00 a month...at 48 months, your investment would be $800.00 a month...at 60 months, your investment would be $500.00 a month. Which one works best for you?".
Customer usually starts thinking -- the first mentioned example immediately puts them on the defensive.
Second example gives them some thinkin' room.
In other words...
Give your customer options on the purchase.
a) $47.00 today.
b) $97.00 includes DVD's.
c) Bill me later.
Get over your fear of the "Bill Me Later"...you'll increase your sales by the hundreds of percents.
One other quick thought...
Most of your inspiration doesn't come when you're actually sitting down writing your piece...it usually comes when you're at the store, out driving, watching T.V., talking to a friend.
Get a hand held recorder to capture those fleeting ideas.
If you have a smart phone, they have a built-in memo recorder...use it.
Now to the title of my post...
While doing some research the other day -- trying to find an old sales letter...
I was reminded of an old technique that worked every time.
Put a box somewhere in, or on the side of your sales piece, with the heading:
"If You Read Nothing Else, Read This"
I guarantee you everyone will read what's in the box.
Make it your best selling point ever -- lay on the "mojo".
Another good box to use is:
"Take This Test"
Everyone loves a test.
I must admit...I'm not good at uploading examples, or I would...sorry, but there's a lot of examples where these were used -- and they brought down the house in sales.
These are just a few of my ramblings to try and help you make bank.
There's a lot of requests for critiques that usually follow none of these guidelines.
Try and put some of these to the test.
Use them as you want...you may have some other good ideas...I'd like to hear them.