One of the hardest things in the world to do is to look at something you've created and admit where you might have dropped the ball. It reminds me of a story about when I was in the songwriting business that I'm going to share with you in a moment. I think you'll enjoy it. Point is, if you're going to write salescopy, or anything for that matter, you need to be able to look at it objectively or you're not going to get the most out of it. This article will show you how.
First a story. I went to a songwriter's convention once and I met the guy who discovered Bon Jovi. His name was Steve Zuckerman. Very bright guy. Anyway, he was listening to all of our songs that we brought and he'd ask us if we thought they were any good. And of course we all said sure. That's when he said that we need to learn to look at our music professionally and objectively. He said it's very hard to do. It's kind of like looking at your child who has cancer and admitting that your child has cancer. Yes, it's a hard thing to do. I never forgot those words. But I will say this much. I never looked at my own songs, salescopy, or anything I've written since the same way.
Okay, so how do you look at your salescopy objectively? Well, the easiest way is to go through the sales letter formula. You know, headline, body, bullet points, testimonials, social proof and so on. Make sure that you have all the bases covered. Make sure that your headline grabs the reader's attention. Be honest about it. When you read the headline, does it REALLY make you want to read the rest of the copy? If it doesn't, you need to go back and work on it.
You need to do this with each part of your sales letter. You need to be as critical of yourself as you can. Eventually, what you'll find is that your copy gets better and better.
To YOUR Success,
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