TKF Science Writing

We’re not talking about novels or screenplays when it comes to writing sales letters. The number one objective of a sales letter is to encourage the reader to take action. Whether the action is to buy or opt-in there, the sales letter is all about action. Sadly, some sales letters mention the bells and whistles but fail to ask the reader to take action.

By the Way, Do You Want to Buy This?

Of course it is not that easy just to throw in the word “buy”. Actually, I guess it really is if you want your letter to sound like a used car salesman wrote it. Consumers don’t want to buy anything because buying involves them giving away their cash. Instead of the word buy, use the word invest. Now the reader is getting something from the deal. There are real benefits associated with the product you are selling and the consumer can see that in their minds.

Copywriting Cents

Follow the just-say-no principle when writing a sales letter. As an English professor told me long ago, “Don’t use a ten cent word when a five cent word will do.” Get of your own way and instead of saying “Others have declined competitors’ offers”, say , “Others have said no to competitors’ offers.”

I Don’t Want to Learn Anything!

Another word never to use in your copy-learn. Inserting learn is asking the customer to perform some sort of work, which can be a dirty four-letter word. You are already asking them to buy your product, or should I say, invest, in your product. In addition to the purchase, they now have to learn? No sale! Replace learn with discover.

Your crap is stuff and other people’s stuff is crap

I cleaned up George Carlin’s quote a bit but you get the idea. Don’t use the word “stuff” because in copywriting, the word “stuff” is crap. Use “insider secrets” instead.

I’m seeing double

When I worked an inside sales job, my colleague would say, “Basically, the bottom line is….” Every time he uttered that phrase, I created sentences that completed his thought. “Basically, the bottom line is that, generally, in fact, for the most part.” Don’t do this. The same policy holds true for sales letters.

Instead of a full and complete report, just use either full or complete.

Summary

There are many other tricks that you can use for your sales letters. Remember you are selling a product or service or yourself. Thus, make your writing sound natural, flowing, and genuine. If your writing offers none of these features, you run the risk of losing potential customers.

I’m reminded of the Homer Simpson quote, “the internet, that old thing is still around”. That gets me every time. Just like the olden days of “surfing the information superhighway” or “hopping on the world wide web”.

Now, marketing on-line is essential for a business. In fact, I’m not sure who actually uses a yellow page book anymore. I certainly don’t.

Given all that has changed, there are still some rules you should follow lest you be thrown to the wolves and labeled a spammer.

1. Know your audience and your demographic. To say that your product is for everyone is to cast too wide of a net. Basically, you are saying that your product is for 6 billion plus people. Narrow it down. Who has the cash to buy it? Is it a luxury item? What types of businesses can use it?

2. Involve your customers in the process. Invite comments from your audience and ask what might be missing from your website.

3. #2 leads me to #3. Test what works and what doesn’t but start small so as to minimize a potentially huge mistake.

4. There will be some risks involved.

5. Be consistent in your message. Don’t go from a diabetes medical device product aimed at diabetics to selling sugar by the pound aimed at the same audience. A bit extreme but you get the idea.

6. Have a budget. In these lean times, it is really important to strategically look at where your dollars are spent.

7. Diversify your efforts. If one avenue isn’t working, perhaps it is the venue, perhaps not. The only way to find out is to allocate money elsewhere. Don’t diversify too much making each avenue ineffective.

8. Write a good headline. If your headline doesn’t grab attention, nothing else matters. If you aren’t good at writing headlines, then hire me!