Writing copy for sales letters is wholly different than writing copy for press releases, brochures and even newsletters. What is your goal? Where is your focus for your audience? What results is it that you want to achieve?

When writing good copy, one of the most important things you can do is to organize your notes, strategize your thoughts and develop a plan of action for your copy to flow, and to flow well. Be cognizant of the placement of your thoughts and the call to action. Placing a call to action too early in the script may scare readers off, while waiting too long to ask for the sale may bore them. The best time to ask for action is after you’ve bulleted multiple reasons and/or features of the product or service. After you’ve left you reader with no other choice than to do something, then ask them to do something!

~ Highlight the features and benefits. Choose 3-4 strong points and develop them thoroughly yet succinctly enough to give the reader enough information and to answer any (internal) questions.

~ Provide the immediate opportunity to act. Position your clickable link first in the middle of your sales letter, and then from there, where appropriate. Sometimes readers don’t even need to read the entire letter to know that they want what you have! Give them plenty of chances to order…right now!

~ Reinforce their decision. Make the customer feel good and confident that they’ve done business with you. Tell them again why they will benefit. Tell them again why they made a good decision. Tell them again why they should tell their friends.

~ Follow up. Always follow up via email to ensure that the customer is satisfied. Thank them, of course, but also ASK them if they’re happy. This gives you a chance to tweak or change the way your sales letter flows if something is not quite right.