Copywriting for sales letters can be both for websites as well as off-line marketing campaigns. Read this to know more about the difference between copywriting and content writing.
Sales letter copywriting is a bit different from writing normal web content – it is more direct, more conversational, more to the point and full of call-to-action words and expressions.
Can I write sales letters for your business?
Direct answer would be, yes I can, and indirect answer would be, it depends. I cannot write hyperbolic sales letters – the types you often come across on badly prepared websites and landing pages. When I create a sales letter it is like a value proposition. You’re looking for something? Fine, you can get it on this website.
No, I don’t keep it this simple. And anyway, genuine simplicity cannot come without experience and hard work.
Before writing a sales letter I thoroughly understand your business and also your audience. A sales letter is not about how great your business and your product is (the greatness of your product may matter if it is a reputed brand). It is about the most important reason why people should buy this product or service.
I first understand what people are looking for and then provide the solution, if possible in the very first line of your sales letter.
Of course you have to hook people onto your copy in order to create an environment. You have to strike a conversation. You need to create a sense of urgency without misinforming your readers. You need to put them at ease. You need to make them feel that they are at the right place. Empathise with them. Show them what they want and show them that you totally understand why they want it.
There might be two case scenarios for your sales letter: (1) people are aware of your product or service and they just need some convincing; (2) although they know what they want they are not aware of your product or service.
In the first case scenario you just need to stand out. Take for instance Apple, the company that sells iPads and iPhones. Its products need no introduction. If they want to write a sales letter they will not only try to compare their features versus those of other phones and tablets they will also try to associate the prestige value in the vast community that supports Apple products. In reality, if you look at their website they seem to assume that no other smart phone or tablet exists in the world but theirs.
In the second case scenario the product needs to be introduced, people need to be convinced that although it is not a known product it is far better than the known products. So you would like to open your sales letter with the biggest benefit your product can deliver.
Anyway, this is not a tutorial on copywriting for sales letters; I’m writing this just to let you know that I can write sales letters for your business if you need them. I have written sales letters for the following businesses:
- Automotive industry
- Hospitality industry
- Travel and tourism industry
- Web design and development agencies
- Permission-based e-mail marketing agencies
- Legal services
- Information technology
When does your business require sales letter copywriting
Whenever you need to convince people, you need the services of a capable copywriter. As you may read in the the above-mentioned link when you are copywriting you are trying to convince people into doing something, whether it is prompting them to subscribe to your newsletter, your service, or purchase your product. You need the right language and the right tone and you need to use the right phrases at the right time. You can call it a behavioral science, copywriting.There is a very thin line that divides being convincing and putting people off. Your business may require sales letter copywriting for the following:
- Landing page deriving traffic from banner ads and PPC campaigns
- E-mail updates promoting your products and services
- Products or services pages intending to make sales
- Your homepage
- Blog posts targeting prospective customers and clients
- Brochures and flyers