After you’ve gotten a reader’s attention, you need to keep that vise-like hold on his attention, in order to get him to your offer. How do you do that?
Always, ALWAYS focus on the benefits for the reader. What’s in it for her. And present it in a compelling manner that keeps the reader eagerly jumping from one sentence to the next. If you don’t stay focused on this, it’ll be very difficult – if not impossible – to lead the reader to your offer.
When you’re writing, keep the sentences short and punchy. Just like I’m doing here. Don’t get overly worried about perfect grammar.
Dan Kennedy has another way that’s pretty effective, summarized in this formula:
Problem – Agitation – Solution.
Re-state the problem you addressed in the headline (lousy golf game, being overweight, looking or feeling old, etc.). Then – remind the reader how bad it makes her feel, and what she’ll miss out on by not using your solution to this problem.
This will lead to your product or service – the solution! - and how it’ll make your reader’s life better. Focus more on the emotional satisfaction, instead of pure logic. Remember, people make decisions based on emotion, and reinforced by logic.
By following these keys, you’ll write more effective sales letters, ad copy and website copy. This will lead to increased response rates and sales.
Always, ALWAYS focus on the benefits for the reader. What’s in it for her. And present it in a compelling manner that keeps the reader eagerly jumping from one sentence to the next. If you don’t stay focused on this, it’ll be very difficult – if not impossible – to lead the reader to your offer.
When you’re writing, keep the sentences short and punchy. Just like I’m doing here. Don’t get overly worried about perfect grammar.
Dan Kennedy has another way that’s pretty effective, summarized in this formula:
Problem – Agitation – Solution.
Re-state the problem you addressed in the headline (lousy golf game, being overweight, looking or feeling old, etc.). Then – remind the reader how bad it makes her feel, and what she’ll miss out on by not using your solution to this problem.
This will lead to your product or service – the solution! - and how it’ll make your reader’s life better. Focus more on the emotional satisfaction, instead of pure logic. Remember, people make decisions based on emotion, and reinforced by logic.
By following these keys, you’ll write more effective sales letters, ad copy and website copy. This will lead to increased response rates and sales.
No comments:
Post a Comment