I once got paid $30,000 to write a single headline. Want to know what it was?
Now THAT’S a headline!
It’s an outright lie, but a great headline, nonetheless. And it’s exactly the sort of thing your sales letter needs to start with. (A great headline, not an outright lie!)
Because once you have them reading, all you have to do is KEEP them reading. Which is a lot easier.
A good sales letter copywriter knows that most great headlines need to include at least one of 4 things. Once you’ve read the 4 things, take another look at my headline, and see how many boxes it ticks.
- Self Interest – Does it promise a benefit to the reader? Lose weight, be happy, get rich…
- Quick, Easy Way – Does it offer one? People love shortcuts and hate work.
- News – Does it contain any? Cutting-edge research, a new product, a noteworthy win…
- Curiosity – Does it sound interesting? Does the reader feel compelled to read on to find out what you’re talking about?
What else can I do to keep you reading?
If a copywriter’s most important job is to get people reading, their second-most important job is to KEEP people reading.
Make your sentences short. Make them interesting. Make them flow. Give them a balance and a rhythm. That’s why people love songs, you know. Why they listen to them, over and over. Aim for that. But don’t stop there…
What about some steak knives?
You want them to be hanging on the end of every sentence. Stop for a second. Look back at the last sentence in the paragraph above. See how I hinted at even more goodies in this paragraph? That’s called a ‘seed of curiosity’. It helps ensure you don’t get to the end of the paragraph and simply stop reading.
Or how ’bout we break us some rules?
Starting a sentence with a conjunction is another way to keep you reading. “And” or “But” or “Or”, and so on. Conjunctions signal to the reader that the sentence they’re about to read is closely related to what they’ve just been thinking about. So it’s not going to take them a lot of mental effort to understand it.
Even better if you start a whole PARAGRAPH with a conjunction. ‘Cos then you’re telling the reader the whole paragraph is going to be easy.
It’s OK to break some rules. If you know what you’re doing, and it works for your audience, you don’t even need to write in full sentences. Not all the time anyway. I’ve done it here a gazillion times.
Be confident. Be adventurous. Say what you mean, and don’t pull punches. Nobody ever remembers marketing blather.
But whatever you do, never EVER forget this one golden rule…
The most important thing you want your reader to do is read your call to action. Mine’s in the very next paragraph. And now that you’ve gotten this far, I bet you can’t stop yourself from reading it…
Contact me for a quote on a sales letter
If you’re after a sales letter copywriter who writes letters people want to read, call Glenn in Sydney Australia on 0413 388 991 or email me for a quote.
Or see some samples of my sales letter copywriting
Take a look at my copywriting portfolio to see if I’m the sales letter copywriter you’re after.