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Copywriting Tips - Sales Letter Genetics by Robert Flores
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Copywriting Tips - Sales Letter Genetics |
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Education
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I get a kick out of situation comedies. In a recent episode of "Big Bang Theory" the one main character had decided that he was going to choose a mate for his sister so that the would have the best chance of having a child that was genetically superior. It was a scream. Well, there is nothing funny about sales letter genetics. It is a very serious subject. Scratching your head wondering what I'm talking about? Keep reading. It will all be crystal clear to you very soon. Okay, let's start off with what I mean by sales letter genetics. Well, as with the genetics of a human being, I am referring to the makeup of the sales letter, or the individual molecules that it's composed of. Those molecules range all the way from the headline to the final PS and even to the look of the sales letter itself. Yes, even the visual appeal of your sales letter is very important. And that's where a lot of beginning copywriters drop the ball. I don't know whether it's pride or what, but it's almost as if they're saying, "My writing should be good enough so that the look of my sales letter shouldn't matter. As long as it's presentable, that's all that matters." Well for starters, presentable is in the eye of the beholder. One man's "presentable" is another man's "find me a barf bag." And yes, there are actually standards that have been established for what makes a quality sales letter "look". Failure to adhere to these standards can lead to certain disaster. Very few people will take a sales page seriously if it doesn't look nice. That's the reality of the world. But getting back to genetics, if you want the absolute best sales letter, then each piece of it must be as genetically perfect as possible. This is why some sales pages fall flat on their face. They may have a great headline but the copy body stinks, or the main text is great but the headline is so boring that nobody gets to the main text. And then of course there are the sales letters that are great all the way to the end when the call to action is about as weak as two minute brewed tea. The point is simple. Treat each part of your sales letter as if it were a piece of your own child. After all, you wouldn't want your child to have any birth defects, would you? To YOUR Success dissertations
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