When writing sales copy, sometimes the hardest part of the process is simply getting started. There are many approaches that you can use to do this. You can use the story approach or you can just get into a dissertation of facts and figures. There is certainly more than one way to skin a cat when it comes to writing. The question is, what approach should you use? How do you decide on the approach to use? This article is going to give you my personal methods. I have no doubt that they will work for you as well.
The simplest approach is to take the product that you're going to write copy for and see what approach the product uses to tell its story. For example. Let's say you're writing copy for a health book written by a person who is essentially telling his personal story about his bouts with ill health and how he got well. You might want to write your story based on the approach of the book. In other words, focus on the story of the author and then work your way into the features and benefits of the book. This is a very common approach for self help books and it works very well.
The next approach is to look at other sales pages in the niche that you're writing for. See how the majority of the sales letters are written. If you are writing that health book letter, you might find that a majority of the sites out there uses the same story approach. Some, however, may just get right into the facts and figures. I've seen quite a few health books start with headlines like, “Discover The 6 Natural Cures For. . . " and then go right into the meat of the copy with the details, keeping the copy is impersonal as possible. This approach can also be very effective.
Whatever approach you use, you want to make sure that the copy flows from beginning to end. Even if you do use the story approach, eventually you want your copy to work its way into the benefits of the product, which means you need to introduce your bullet points, testimonials, social proof and whatever other facts you're presenting. The story itself can only sell a product so much.
By following these above tips, you should have no trouble coming up with a starting point for your copy.
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