Copywriting Tip: How to Keep All Eyes Riveted on Your Sales Letter

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Copywriting and Marketing Categories article marketing and copywriting tips Branding Tips Blogging Tips Email Newsletter Tips grammar advice persuasive copywriting tips sales letter copywriting tips search engine copywriting tips technical aspects of copywriting the copywriting client web copywriting and marketing tips One Dollar Consulting Special Send $1 via PayPal, then email your most pressing questions about marketing to dina@wordfeeder.com today. for corporate clients copywriting for coaches copywriting for web designers Landscaping Marketing real estate copywriting copywriting for the specialty food industry technology marketing & copywriting	Custom Search Copywriting Tip: How to Keep All Eyes Riveted on Your Sales Letter by Dina Giolitto 1. Make use of large (but not too large), bolded headlines. Your sales page will be split up into sections. This may not be obvious to the dazed and confused reader, but you will realize it as you go about crafting the copy. Add an enticing headline to the top of each section. This gives the reader a focal point to pause on as they're skimming down the page. 2. Bold the important parts. (But try to avoid the OVERUSE of bold. If you bold everything, then nothing will stand out and your sales letter will be painful to view.) Bold the words that stir strong emotion in your reader. Bold the phrases that convey all benefits and advantages to using the product. Bold the calls to action that you want the reader to take. Bold any words that paint a picture of the reader taking the action you desire - even if they are not actual "commands." Finally, bold the best lines and phrases in your testimonials! And as a PS - bold the product name wherever it appears - so that it pops off the page and burns into the brain more easily. 3. Add images. If you haven't bothered to add images to your sales letter, don't be surprised if product sales remain low, or spike for a brief time and then lag as interest dwindles. Images (at least high quality, relevant ones) add visual appeal, polish, and professionalism, and provide a focal point for the eye as it travels down the page. There are many websites where you can download royalty-free stock images for low or no cost. DON'T skimp on this important part of developing a sales letter that moves product out the door while bringing revenue in. 4. Brand your product. The item or package you're pushing should have a logo, brand name and image associated with it. If it's an ebook or info product, there should be a graphically designed "book cover." If you don't bother with such details, your reader won't get as strong a sense of perceived value. They also need to feel like they're about to purchase something tangible and "real." In the case of "virtual" info products and online memberships, your buyer won't have a physical product in hand. (Yes, they can "print it out," but there's just something about the immediate gratification of a product in hand that trumps all.) So, unless you plan to snail mail hard copies, your customer won't "sense" your info product except in a virtual way - hence the need for a graphic representation. 5. Repeat, repeat, repeat. Another form of branding is repetition. You should refer to the complete name of the product many times over the length of this letter. Most professional advertisers recommend uttering the product name a minimum of 3 times in any given ad. But, because this is a long sales letter, you'll need to say it throughout the piece. Be sure to BOLD the product name as well (we discussed this). It's all part of the ways that you're imprinting information into the mind of your future customer and developing trust. Copyright 2008 Dina Giolitto, Wordfeeder.com Copywriting and Marketing . All rights reserved. Want more? 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