So here’s your “cheat sheet”. Memorize these bullet points and you can’t go far wrong with your salescopy…

• Get Attention. From the headline on a webpage or the subject line in an email… if you go wrong here, you’re history. Either use “safe” trigger words or “unique” concepts to grab attention.

• Empathize with your target audience. Know what they want. Write your copy with the one aim of delivering what they want. After all, when you read someone else’s sales letter or email, you want to know what’s in it for you, right?

• Solve an existing problem. If you start off creating your product or service to provide a solution to a problem your target market has, your sales copy will write itself because you already know what your audience wants. Trying to do the opposite… creating a product then finding a want to sell it to is very, very difficult.

• One thing at a time. Your audience can only take one action at any given time… so write your copy to ensure they take the action you want. It could be submitting a form, it could be clicking on the link in an email, it could be calling you. Just make sure you only target one action at a time and write your copy around it.

• Benefits not features. Repeatedly stress the benefits of your product/service. What is the ultimate benefit that your target audience can expect to realize from your product/service. Tailor your copy around this benefit. Don’t list features… if you do, your audience will have to make the connection from features to benefits… and they may get it wrong… do it for them by talking up the benefits not the features of your product/service.

If you need any help with copywriting, let me know. :-)

Neil Shearing , Ph.D.

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