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How To Get Web Copy and Sales Letters That Pull

By: Kevin Nunley

Kevin Nunley provides marketing advice, copywriting, and promotion packages. See his 10,000 free marketing ideas at Reach Kevin at or 801-328-9006.

Web site not selling? Did your last ad fail to generate calls, emails, and customers through the door? The problem is probably with your copy--the writing that sells your ideas.

It may not be clear or motivating. Customers may get confused or fail to pay attention. Any of those things can doom your marketing effort from the start.

Fortunately, it's not hard to turn your copy into the successful order-pulling machine you hoped it would be. Here are some tried-and-true strategies that almost always work.

Over the years, writers have found there are certain ways to begin copy that are more effective than others. These work just as well for newspaper ads, direct mail letters, email letters and web sites.
  1. State the offer. This is so simple many people never think of it. Put the offer right at the top of your page in a headline or bold type. The offer includes the product or service that is for sale, its price, the terms of the sale, and the guarantee.

  2. Announce it! If you have something new, start your letter with this important information. Nothing gets attention and builds excitement like the word new. I always put it in all capitals to give it added excitement.

  3. Flatter the reader. There is nothing a customer likes more than to feel as though they are set apart from "the crowd". Describe the type of person who would probably be one of your best customers. Tell why the way they feel, work, think, or play is important and deserves attention. Use the word "you" as often as you can.

  4. Use a provocative quote. Quote a famous person or a customer. The quote can arouse curiosity. It should make the reader want to find out more about your product.

More Ways To Build Sales

Here are more tips that will boost response. Try these techniques and your copy will be more interesting, better read, and more effective in getting sales.

Boasting takes a some skill, but it can dramatically help increase response. Brag a little. Confidence gets sales. Some of the most successful entrepreneurs use this method. A few post their bank statement online. Make sure after you boast about your abilities you quickly turn the focus to how you can help the reader.

Address the prospect's common complaint. Anticipate their objection to your product. Answer the complaint right at the beginning of your letter. The reader will be hooked!

Make sure you avoid contradictions. Review your copy for consistency. If a customer reads one thing at the beginning of your copy, then sees that claim stood on its head later in the copy, they will doubt your entire argument.

Can't Think of What to Write? Pick a Word

Sometimes the most difficult part of writing is just getting started. What might help? Pick a word or idea and begin "talking on paper."

All you need to do is let go and let your thoughts take you where they want to go. It does not really matter where you start; all that matters is that you start. You can revise your copy later.

Put your pen on paper and start writing anything that comes to mind. Don't let your critical voice take over. You're not allowed to change anything, just write the first thing you think of.

Think of a blind date. It will probably be awkward, but you will find something to talk about. Writing is exactly the same.

I find once you get started, the words start to help you. The page will create its own rules, helping you know what to write next.

Remember--good writing begins with a single word.

If your copy still doesn't work as well as you need it to, hire a professional writer to polish it. Writers generally charge a lot less to rework or tweak existing copy that they charge to write new copy.

© 2002

Other Articles by Kevin Nunley

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