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.