Sorry, Marriage isn’t for You – But Copy is for You

Kim’s husband (Seth) was right when he wrote that marriage isn’t for you and me.

That said, there is really something for you. That’s a sales copy. Yes, a sales copy is uniquely you-centred. It is for you and about you…your benefits…your dreams…your emotions…about what makes you a better person. But it’s neither for the company writing to you nor is it about them. That’s how come there’re so many ‘you’ words in it. Some copies even go the extra mile to have your name splashed in the copy. Simply because it’s for and about you…the cherished recipient.

A darn good copy is a problem-solver. It makes you feel Smarter. Happier. Healthier. Richer. And you like that feeling. If not you wouldn’t continue to read the copy and even finally take the action it recommends to you. Here is the proof. You’ve ignored some sales copies before, haven’t you? Good. That was because those sales copies failed to speak to your concerns…they failed to speak like you. They either talked about the company or how excellent the product was. Some even offered you nothing beneficial. Worse still some of them even spoke in a manner that was unnatural to you. In a nutshell, these copies weren’t you-centred. They didn’t have you in mind. So you detected it and stopped reading them.

See another proof. You’re probably reading this post because the titled ‘promised’ you something. So you wanted to find that ‘something’ for yourself. We all have concerns and only copies that ‘speak’ to us and offer us solutions that we’ll read and even respond to.

Now, why break your head because marriage isn’t for you when there’re copious sales copies that are for you in every sense?

Share your thoughts. What else in a sales copy makes you feel it’s actually for and about you?


What Every Business Should Know about Sales Letters

Sales letters are essentially persuasive pieces of writing from a business to an individual or another business to convince them to buy a product or subscribe to a service. Sales letters can be employed in almost every business to increase sales. That said, what are some of the characteristics of a good sales letter?

CATCHY HEADLINE. The headline must stand out and coax the recipient of the letter to read on. If the headline is boring then the reader is likely not to go any further reading the whole script.

LEAD-IN SENTENCE. Next to the headline is the lead-in sentence. Ok. Your letter had a smashing good headline and tempted the reader to delve deeper into the copy. You must be able to sustain that interest in the opening paragraph of your letter, lest the reader drop the letter for something else.

GOOD STRUCTURE AND FLOW. Going further from headline and lead paragraph, the whole piece must be solid in its structure and fluent in flow to absorb and sustain the reader’s interest to the very end.

THE PS. Experts say the PS ranks second in importance to headline followed by the lead in sentence. It comes after the signing of the letter to reinforce the offer and its uniqueness so as to push the recipient to make the buying decision.

A PROBLEM STATEMENT. The sales letter must identify a defect or a gap that needs filling. After identifying how serious the problem is, it then offers solution. One of the commonest structure of sales letters is the Problem-Agitate-Solve approach. In this approach, the copy identifies the problem, probes its severity and the offers the solution. By this approach, the copy presents itself as a problem-solver. Show by hands -Who doesn’t want his problems or challenges solved?

ATTENTION-GETTING WORDS. Every effective copy employs powerful words that command attention. They deploy the verbs and nouns which are likely to cause some emotional effect. Effective copies rarely depend on adverbs and adjectives to function properly. Functional copies are averse to the ‘Passive Voice’ of verbs. Why meander and detour when there’s a direct route? Say, ‘He kicked the door,’ not ‘The door was kicked by him.’

A CONVINCING OFFER. It’s a tough challenge to introduce something in a letter and proceed to ask for a purchase in a little space of time. Some elements in the sales letter make an enticing piece. These are features and benefits, testimonials, guarantee, and scarcity factor of the offer. Features simply refer to what the product has as its inherent qualities. Benefits then spell out what these features really mean to the customer’s needs. Benefits answer the customer’s questions, ‘What’s in it for me? How does it make my life better?’ Testimonials then say, ‘Some people have profited from these benefits already; would you like to be part of them?’ The Guarantee comes in to say, ‘this product is so good that I’m prepared to bet anything on it.’ Then Scarcity factor comes in to sound a warming, ‘Look, time is running out and prices will go up. What’s more, there’re only a few of them left. So hurry.’ When these various elements of the offer play their roles well, then the offer comes irresistible.

Hey, these a few pointers to look out for in your sales letter. Are there some important ones I didn’t put in? Or did I get something wrong in the post? You know I always love to have your comments and feedback. Feel free to share your thoughts in the ‘Leave a comment’ box below.


4 Reasons Why Your Business Must Join the Direct Response Marketing Campaign Now

  1. Direct Response Marketing (DRM) is the surest and most reliable way to get and maintain your ideal customers through any medium, because it’s direct and measurable, unlike arbitrary marketing.
  2. DRM helps you ‘speak’ to your customers directly to get instant responses.
  3. Copywriters are the brains behind successful DRM. These people have learned the art of persuasion, and they use it to craft tailored messages to elicit specific responses from any target group.
  4. The good news is any type of business can use Direct Response Marketing to get customers and increase their sales.