How to Get your Readers Enthusiasm through a Good Initial Sales Copy Opening

How to Get your Readers Enthusiasm through a Good Initial Sales Copy Opening

There are two good general rules to bear in mind when writing the main body of your sales letter.These are:-Write your copy as if you are talking to a friend on a one-to-one basis.Write your story with passion !Another point to consider whilst writing your draft is not to worry about what you are putting down initially. You can always "correct" things later. Just get your ideas down.The first consideration is the salutation. A lot of marketers seem to use the terms Dear Sir/Madam. For a friendly letter this is far too formal. Don't forget you are trying to put across a friendly/personal message.The salutation to use depends very much on your target audience. For example if you are promoting something to people who love the theatre then "Dear fellow theatre lover" is much more friendly and personal. The reader immediately has empathy with you.However don't try to be too clever and make the salutation negative in any way. "Dear fellow ripped off theatre goer" will cause the reader to feel negative and think of you as a moaner who can't help them.However if you know the name of the person you are targeting then a personal salutation is by far the best. We all like to be addressed personally so "Dear Joe" or even "Dear Mrs Smith" will certainly get their attention. Unfortunately in most cases we don't initially have any names so obviously this form of salutation can only be used once the name is known.Once you have decided on the initial salutation the next consideration is the opening paragraph. You should make it clear why it is important for them to read your information.You are going to provide them with something they want or provide a solution to a problem they have so you must keep the reader excited and intrigued.Don't forget to keep in mind the "what's in it for me" attitude you want your prospect to feel.There are several opening styles you should consider,Asking a question of the reader is one style that has proved to be successful. This can put them in a yes mood from the start. For example "Would you like to lose 50 pounds?" when promoting a slimming product will get immediate attention as the prospective client is already seeing themselves with this weight loss."If you are like me" engenders a feeling of rapport between you and the reader.The use of a short sentence that amplifies the headline promise is another useful opening. "See the look of excitement on your partners face when you....." Then follow by listing the benefits.If you haven't used the product yourself (why not?!!) then you can use an anecdotal opening. Basically this is a short story such as "when Fred started using this product he found that....."Hopefully you can see from the above that it is very important to get your readers attention and enthusiasm from the very start of your promotional material.Once this enthusiasm has been obtained then it is much easier to follow up with the rest of your sales pitch.You must keep it flowing!!I hope this article has helped you towards your internet marketing success.John Beaumont

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