For the last week I’ve been discussing the 13 big mistakes I often see when critiquing sales letters. To review where we left off see my blog posts below from last week. Below are the next two mistakes copywriters often make.
4. Exaggerated Claims.
Many copywriters and marketers think the more astonishing your claims are the more persuasive. This is a fallacy. If a claim is exaggerated, it seems and feels untrue. You thus lose that all-important credibility.
Tip: First you should dramatize your advertising claims with the help of short emotional words. Then prove each claim. Expert comments and testimonials can be a big help. Give a reason why.
In the headline from last week, the roofer is giving away a big screen TV because his crew usually doesn’t do anything in January and February and his suppliers are slow also. He explains that in the letter.
5. Confusing offer.
So many sales letters do not make a clear, easily understandable offer. The result is few or no orders. Reason? When consumers are confused, they don't act--they do nothing. Confusion always breeds inaction.
Tip: Think through your offer very carefully and write it down before you prepare a single word of your sales letter.
Showing posts with label sales letters. Show all posts
Showing posts with label sales letters. Show all posts
Wednesday, July 8, 2009
Monday, July 6, 2009
Don’t be Full of Yourself
On Tuesday I started out with the first big mistake people make with their sales letters. To review, see my blog post below. Now are the next two mistakes copywriters often make.
2. Copy is full of "Me" messages.Some examples: My products are terrific. My company is wonderful. We've been in business for 15 years. We have a long tradition of quality, blah, blah, blah.
So much advertising is full of this drivel. This is all about you. No one in the world cares besides you. Your prospects want to know exactly what benefits they will get from your products. In other words, if you sell grass seed, don't dwell on what it's composed of. Instead describe how beautiful their lawn will be.
TIP: Here is the fastest way to improve your copy. Review the first draft of your copy. Eliminate all these words--I, our, we, my. Substitute you and your. I promise you'll be amazed and truly gratified with the result. It's sure to blow your mind!
3. Copy fails to answer the question "What's in it for me?" The process, of course, starts with the headline. An excellent copywriting technique is to prepare bullet points. These should consist of all the benefits a buyer of your product will get.
Tip: Your benefits should be stated in headline format. The secret of making benefits even more powerful is to describe the benefit of the benefit.
2. Copy is full of "Me" messages.Some examples: My products are terrific. My company is wonderful. We've been in business for 15 years. We have a long tradition of quality, blah, blah, blah.
So much advertising is full of this drivel. This is all about you. No one in the world cares besides you. Your prospects want to know exactly what benefits they will get from your products. In other words, if you sell grass seed, don't dwell on what it's composed of. Instead describe how beautiful their lawn will be.
TIP: Here is the fastest way to improve your copy. Review the first draft of your copy. Eliminate all these words--I, our, we, my. Substitute you and your. I promise you'll be amazed and truly gratified with the result. It's sure to blow your mind!
3. Copy fails to answer the question "What's in it for me?" The process, of course, starts with the headline. An excellent copywriting technique is to prepare bullet points. These should consist of all the benefits a buyer of your product will get.
Tip: Your benefits should be stated in headline format. The secret of making benefits even more powerful is to describe the benefit of the benefit.
Tuesday, June 30, 2009
B-I-G Sales Letter Mistakes
I often get asked to critique sales letters, and I come across a lot of the same mistakes nearly every single time. I’ve condensed it down to 13 of the biggest, most glaring mistakes I often see. Today we’ll start with the first one, and it’s probably the most often made mistake.
1. Poor Headline. Or what's even worse, no headline. The most important part of sales letters is the headline. Unless the headline immediately attracts attention and generates interest, your prospect will stop reading right then and there. This means you have no chance -zero- to fulfill the purpose of the sales letter, which is to make a sale. Your headline should communicate the strongest customer benefit(s) of your product or service.
TIP: Creating a great headline. This is entirely contrary to what many “experts” say, but it is what most experts do!
Headlines are critically important and yes you can spend hours, days, even weeks if necessary, creating headlines and then testing one headline against another. You can create at least 15 to 25 and test the strongest ones. You can write as many as 200 to 250 before choosing two to four to test against each other to find the most profitable.
Or you can do what most copywriters do when they critic someone’s copy. They read the copy and pick out a biggest benefit and make it the headline. Then they look for one or two other big benefits and make them sub-headlines.
Here’s an Example:
On Friday I’ll cover 2 more mistakes I often see. Stay tuned!
www.3DMailResults.com
1. Poor Headline. Or what's even worse, no headline. The most important part of sales letters is the headline. Unless the headline immediately attracts attention and generates interest, your prospect will stop reading right then and there. This means you have no chance -zero- to fulfill the purpose of the sales letter, which is to make a sale. Your headline should communicate the strongest customer benefit(s) of your product or service.
TIP: Creating a great headline. This is entirely contrary to what many “experts” say, but it is what most experts do!
Headlines are critically important and yes you can spend hours, days, even weeks if necessary, creating headlines and then testing one headline against another. You can create at least 15 to 25 and test the strongest ones. You can write as many as 200 to 250 before choosing two to four to test against each other to find the most profitable.
Or you can do what most copywriters do when they critic someone’s copy. They read the copy and pick out a biggest benefit and make it the headline. Then they look for one or two other big benefits and make them sub-headlines.
Here’s an Example:
“How To Get a New Roof,
And a FREE 42” Flat Screen TV Just in time for the Big Game”
I Really Don’t Want to Lay Off My Crew this Winter
I only Have 10 TVs – Call Now To Be Sure Your Get Yours!
And a FREE 42” Flat Screen TV Just in time for the Big Game”
I Really Don’t Want to Lay Off My Crew this Winter
I only Have 10 TVs – Call Now To Be Sure Your Get Yours!
On Friday I’ll cover 2 more mistakes I often see. Stay tuned!
www.3DMailResults.com
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