- It should be written in such a manner that it automatically grabs the interest of the reader.
- It should offer a feasible business prospect.
- It should generate sales awareness.
• Clarify the Intention: Ask yourself what the purpose of writing the letter is — the objective must be crystal clear to your reader, as well. It is always better to gear the content of the letter towards the objective. Define your prospects and research your industry in order to prepare a list or database of high-level targets before you start.
• Craft a Strong Headline: A headline can be thought of as “the ad for the rest of the ad.” The headline is the key to everything follows. Changing the headline can change the results of your ad. Your opening sentence and headline should be appealing to the reader and help you retain his or her interest until the very end.
• Use an Informal Tone: Join the conversation already taking place in the reader’s mind. You need to know how the customer feels. You want the copy to be about the customer, and you need to try to write from the customer’s point of view. Hence, your copy should be informal and conversational. Start by asking, “so what?” — in terms of what the customer is likely to be thinking when reading the sales letter. The body is your "sales pitch," where you'll explain why your offer is irresistible. Involve the reader in the letter by bringing it to life with a steady flow of interesting information. Write in an active voice.
• Include Subheads: Subheadings send the reader to the right place. If you can take away all the other copy and still get the whole story from the subheads, then your subheads are good. You need to answer the question, “Who am I and why should you listen to me?”
• Value Justification and Rapport: You need to show proof that your service or product is worth at least 10 times more than you are asking for it. Build on your sentences and paragraphs so that the reader is encouraged to continue reading. Every sentence needs to be interesting; a reader can become bored quickly. Use bold letters to emphasize important points. This is best done by answering the reader's question, “What’s in it for me?” Your letter should not obviously be an attempt to simply sell but rather should make it look as if you are offering benefits.
• Avoid Jargon and Formalities: Use simple conversational language to convey your message, avoiding unnecessary jargon unless absolutely necessary.
• Focus on Advantages and Include Testimonials: Rather than focusing solely on the greatness of your product, you should elaborate on the various ways the product or service will be beneficial to the reader. Post third-party verification that your solution does what it claims to do from credible people who know.
• Include a Call to Action: It's also important to urge your readers to take action right away. Offer the special for a limited time if you're running a promotion. If you only have a few units available, state that quantities are limited. This generates urgency to follow up. If your product truly does what you say it does, tell people exactly what they need to do to get it.
