How To Write To Persuade
I'm sure you've seen those ads that grab your attention and
have you ready to pull out your wallet or credit card. They
are literally making you an offer you can't refuse.
Don't you wish your ads were that persuasive?
Are the marketers who wrote these ads natural born writers,
or is there a formula that you can learn?
Writing to persuade is a skill that can be learned, like
any other skill. It's just a matter of breaking down the
process into four simple steps.
Step # 1.
The first step in writing your killer sales letter is to
identify your target market.
This seems simple enough, but how many marketers do it?
When reading some of the ads I get in my inbox, I have to
wonder.
I don't want to burst your bubble, but the truth is, not
everyone on the planet is a prospect. Concentrate on those
who are.
Before you begin your ad campaign identify your target
audience.
Step # 2.
Once you've identified your target market determine what
their major problems are.
* Do they need more money
* Do they need to save time
* Are they interested in improving their health
Sit down and determine every problem that your prospects
have and decide how your product or service can help solve
their problems.
There are no shortage of problems, but there is a shortage
of problem solvers. Start thinking in terms of becoming a
problem solver and you'll always be in demand.
OK, you've identified your market, you've determined what
problems they have, now you're ready for the next step.
Step # 3.
The third step in writing your killer copy is to let your
prospects know that there is a solution to their problem.
Not only is there a solution to their problem, but you have
the solution.
Remember these three magic words, "I can help."
Identifying the problem is not enough. You have to show
the reader that there is a solution and you have it.
Tell them every benefit they will get when they order your
product or take advantage of your service.
Let them know you can help them make more money, save time,
or improve their health.
Step # 4.
The final step in creating killer ad copy is getting the
prospect to take action.
Identifying your market, determining their problems and
letting them know you have the solution, is not enough.
You have to make them act.
You have to create a sense of urgency.
There are many ways you can do this. You can offer a
special discount for fast action.
You can offer special fast action bonuses.
Ask for the order.
Let them know they don't have to put up with their problems
another day. You can solve them right now.
These four steps are a basic outline to get you started.
Start studying the sales letters you read and break them
down into the four basic steps. Determine how effective the
writer was in covering the bases.
Make notes on how you could improve on the sales letter.
Learning to write persuasive copy is a life long venture.
You can write persuasive copy. You have the basics, the
rest is up to you.
About the Author
John Colanzi.
John publishes the "Street Smart Marketing" newsletter.
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