Confessions Of A Marketing Copywriter
So what techniques do I use to achieve this?
Well, there are a number of different methods that I use, and Im going to highlight 5 of my favourite ones right now, so whatever you do, dont go anywhere!
#1 Write A Captivating Headline
The headline is arguably the most important component of any sales letter. If your headline doesnt pique the readers interest straightaway, then theres a good chance that theyll leave before they even get to read about your offer. To avoid this happening, your headline needs to be intriguing, shocking, controversial or exciting, and it absolutely must address the main benefits of the product. Whatever it takes, you need to make sure that your reader remains on your page and scrolls down into the meat of your copy. Of course, at the same time you need to make sure that the headline does this without lying or misleading your prospects in any way - an approach, which when taken, is entirely counter-productive.
#2 Write A Powerful Sub Headline
As well as the headline, its also important to include a sub-headline too, because this will allow you to expand upon the main benefits revealed in your headline, or even disclose further benefits. Dont forget, its benefits that people want to hear about, not features, so while you want to make it clear what youre offering, its more important that you state how it will help solve the readers problem.
#3 Use Sub Headers To Break Up The Copy
Sub-headers are hugely important when it comes to keeping people on your
sales letter, because it helps to naturally break up the copy and make your page more aesthetically pleasing, which is vital when trying to keep people on your page. Also, the use of colourful sub-headers in between paragraphs allows a
marketing copywriter to draw further attention to the products benefits, which again, is crucial to your ability to retain their interest and keep them reading.
#4 Include Teasers At The End Of Paragraphs
Another very simple way to keep people reading your sales letter is to include teaser copy at the end of some of the paragraphs. Good examples of this technique would be lines such as: And heres why, and But thats not all weve got for you which encourage people to read onto the next paragraph to find out more. You could also pose questions such as So how will this benefit you? or So why do you need this product? which will naturally serve to engage your reader because youre addressing them personally.
#5 Promise To Reveal Vital Information LATER!
This is a fantastic technique that many marketing copywriters use on long-form
sales letters. Near the beginning of the sales copy, the readers interest is piqued by the promise of some kind of revelation, but theyre then told to keep reading in order to find out what it is!
To give you an example of this in action, lets say that youre selling an e-book all about muscle building. Within the first paragraph or two, you might say the following; In just a moment, Im going to reveal the 10 biggest mistakes that amateur bodybuilders make But before I do, Id first like to tell you a little bit about me, so that you know who I am, and why Im qualified to help you
By using this technique, youre essentially dangling a carrot in front of the reader in an attempt to retain their interest and keep them reading and believe me, it works! I mean, if youre interested in building muscle, then theres absolutely no way youre going to click away from the page without trying to find out what those 10 mistakes are!
So then, those are my top 5 techniques for keeping visitors on your sales letter, so that youre able to draw them further into your body copy, and ultimately, towards your order button!
When you come to write your own sales letters, be sure to use these methods yourself, because if you do, I absolutely guarantee that your visitors will stick around for longer, which in turn will allow the rest of your copy to do its job and convert that visitor into a paying customer!
by: Vjneel
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