What's Your Central Theme?

Pop quiz hot shots...

What's a sales letter without a central theme?

Give up?

It's just a bunch of hooks, metaphors, stories and techniques.

You see....

In the absence of a central theme holding your copy together, like glue, your sales letter is missing that crucial concept, idea and ideal to really become something special.

A great central theme starts in your headline and is woven throughout your copy - until your very last P.S.

It's the constant; the objective that all of your subjective thoughts always come back to.

Stop.

Think for a second.

How many times have you read your copy and asked yourself why, "It just doesn't flow?"

You've produced good, even tremendous copy.

Your sales letter is done - from beginning to end.

You read through it and think, "It's got so many amazing parts, but it doesn't seem complete. What the hell?!?!"

Sure...

From a technical standpoint, you've got all the components for a sure-fire winner.

And yet...

When you read the letter, it just doesn't feel right to you.

Here's the thing:

You've got to incessantly make absolutely certain that your copy has a strong foundation.

Sometimes that means integrating your brand identity/message/motto throughout the sales letter.

Other times it means coming up with a unique concept that accentuates your brand - giving the reader a reason to embrace your copy.

In order to get to your central theme...

Ask yourself:

What term, buzz words or have-it-all ideal can you originate that perfectly describes what your ideal prospects want?

The answer is your central theme.

And your Central Theme needs to be bolded, capitalizing the first letters to let people know, "Pay attention. This is important God dammit!"

It creates the meaningful flow to your sales letter that I guarantee your competition is embarrassingly lacking.

It gets better too.

Because now you have a catchphrase you can integrate into your email sequences, video scripts, blogs, advertisements and more.

Anyway...

Hope that helps.

Mark