Copywriting Procedures and Structures
This article will examine pre-existent copywriting structures and discuss why you use them. There has been a lot of copy written and there is no reason to reinvent the wheel. This article will specifically look at how to write a sales letter, which will has the greatest impact, especially if you’re writing SEO copy.
One train of thought says that your website should be one big sales letter, which could be advantageous for you. You can write for off-line businesses and Internet customers using the sales letter format.
A sales letter contains three components that dictate the success of the letter: The headline, offer, and the postscript. As the first component, the headline needs to grab people’s attention. If you fail to do this you are wasting your time. Then, the offer must be explicit in order to tell the customer what you’re offering. It must entice the customer to buy your product after reading the letter. The final component, the postscript, is the second most read portion of a sales letter just after the headline. This section should contain a special incentive to motivate your customers to take advantage of your offer. You should take each component in order as you write. But do not write it all at once; instead take it section by section. I.e. Write the headline first, the offer second and the postscript last. This will help produce a great sales letter.
If you don’t have great experience writing copy, then you should read the books of the experts and follow their guidelines. Dan Kennedy is a great example. He is an excellent copywriter and has written some extremely insightful books about copywriting.
Hopefully you found this article insightful. The key is to build upon the formulas already established and add your own creative spin. The procedures exist for a reason: they work! So don’t go and reinvent the wheel by doing something new, this will often result in weaker copy and more work. You will set yourself up for success by following the already established structures and patterns.
Leave a Reply