5 Insider Secrets to Million Dollar Sales Letters
One of the most important skills you could ever learn is how to
write million dollar sales letters. The difference between a
killer sales letter and a mediocre one is often the difference
between a successful site that earns thousands of dollars weekly
and one that can't break even. It doesn't matter if you drive
tens of thousands of people to your site every day if you can't
convince them to buy from you once they are there. Your site
will never be profitable if it isn't full of benefit driven
client centered ad copy.
The good news is that anyone can fill their site with good ad
copy. If you don't want to write it yourself, you can find
numerous good ad writers who are willing to do it for around
$1,000 to $15,000 per sales letter. If that cost is too much for
you to bear, I have even better news for you. Anyone can learn
how to write million dollar ad copy. Don't start letting your
mind come up with all of the reasons why that may be true for
other people but not for you. Let me rephrase that sentence. YOU
can write million dollar ad copy.
The best copywriters in the world did not have the best writing
skills when they started out. Many of them, in fact, don't even
have high school diplomas. Just because you have never even
written a free report doesn't mean you can't write a killer
sales letter. As a matter of fact, I am going to give you the
best insider secrets available in the world to help you write
the best ad copy you possibly could. There are thousands of
resources online that will teach you how to write better ads.
Below are just a few of the books or manuals that will help you
learn how to write good ad copy:
"Advertising Magic by Brian Keith Voiles "Maximum Profit
Copywriting Clinic by Bob Serling "Magic Words that Bring You
Riches by Ted Nicholas "Cash Copy by Jeffrey Lant
These types of books and manuals will teach you the in's and
out's of the inner workings of good ad copy. They will teach you
the important pieces you need such as creating great headlines,
listing benefits, finding testimonials, and using a P.S. Any of
these courses will improve your sales letter writing ability.
What I want to give you today through this article is a turn-key
plan that you can use for FREE to start writing killer ads.
Follow my simple 5 step system below and you will start writing
killer sales letters within the next few months.
I know you may want to have a quicker way of doing things, but
anything that is worth doing is worth doing good. Going to
college and getting the skills it takes to do a job takes a
minimum of 2 to 4 years and often quite a bit longer. If you
follow my techniques below, you will become a killer sales
letter writer within 2 to 6 months and have the skills to be an
entrepreneur for the rest of your life.
Don't quit after 6 months though. Keep doing these techniques
for years and you will keep those creative juices flowing and
building in you for the rest of your life.
So, without further ado, here are the 5 Insider Secrets to
Writing Million Dollar Sales Letters.
1. Spend one to two hours a day copying by hand some of the
greatest sales letters of all time.
The easiest way I could ever tell you to become a good ad writer
guaranteed is to copy and study good ads until they become a
part of you. Study each paragraph. Look and contemplate why they
said this or that.
Figure out what they were trying to do in each paragraph. Go out
and pick up some of the sales letters by the best ad writers of
all time, such as Ted Nicholas, Gary Halbert, Jay Abraham, Brian
Keith Voiles, and others. You could also go around the Internet
and print out the ads for top selling products and services you
know of online.
Then, pick out an ad that you admire greatly that you know
produces tons of sales for it's owner. Start copying it by hand.
Write the entire sales letter out in your own hand writing.
Write it out 5 to 30 times over the next week or month.
I told you this would take some time, but it will be worth it.
Once you have written this sales letter over and over again, you
will begin to almost memorize the way the writer worded
different things. Next time you sit down to write a letter,
their wording and even part of the mentality that they sat down
to write with will have become a part of you.
After you have copied the first sales letter so many times that
you are actually sick of the thing, it is time to go onto the
next letter. Pick out another sales letter you admire and copy
it by hand. Copy it 5 to 30 times until you begin to know it by
heart as well.
Keep doing this with more and more of the winning sales letters
and you will find some interesting things happening when you go
to write a sales letter. You will sit down and some of their
phrasing and ways of doing things will come to your mind. Once
you have copied dozens of these sales letters you will find that
it is becoming much easier to just sit down and begin flowing
right into a million dollar sales piece.
By doing your assigned homework you will begin to learn how to
write the headlines, benefits, and the P.S. You will actually
start doing the things that Ad Writing courses teach you how to
do naturally. As you continue doing this for the next year you
will find yourself getting better and better at writing ads
every single month. By following this one technique, anyone
reading this report can make a decision to start writing better
ads next week.
Even if you are only writing ads for your own business, doesn't
it stand to reason that you owe it to yourself to write the most
profitable ads possible. Isn't it worth the time you have to
dedicate to it?
2. Create a Swipe File.
You should also collect all of the good sales letters you find
and create a notebook out of them. Then, when you are sitting
down to write a sales letter, you can thumb through your
notebook of sales letters to generate ideas for your project.
Many copywriters call this their swipe file. They use it as an
idea generator for their headlines, body copy, bullets, etc. If
they are stuck on creating a good guarantee, they can look
through other guarantees people have used. If they are trying to
think of how to do a P.S., they can look through other ones.
They can get their letter writing going through taking ideas
from other winning sales materials.
Never Use Ideas Word For Word From Your Swipe File. This would
be plagiarism. Use it to generate general ideas. You don't want
to copy their sentences word for word. You want to flip through
some different sales letters until an idea forms in your head
about what to write for your project.
This swipe file will help you keep on track and produce winning
sales materials every time and it costs you nothing to create.
Just collect or print out winning sales letters you find and put
them in a notebook or series of notebooks you keep handy when
writing your letters.
Remember the cardinal rule when using your swipe file. NEVER
copy the ideas word for word!
3. Always research your client's customers until you know them
like your own best friend.
Many times you will see reports on how to write killer sales
materials that cover many of the basics, but they forget the
most important part. The major key to writing million dollar
sales letters is to know your customers like you do your own
best friend.
You need to know what their needs and desires are. You need to
know what fears they are experiencing. You need to know what
their Hot Buttons are. What is it that they respond to? What is
it that would offend them?
If you don't know your prospects, then you can never write an
effective sales letter to them. I don't care if you are best
writer in the world. If you don't know them, you won't be able
to make sales to them. Good copywriters take polls of the
customers. They look at sales letters their customers have
already responded to. They go out and ask questions of their
potential customers. They do everything they possibly can to
know who their biggest potential prospect is.
If you can't tell me everything about your potential prospects,
then you aren't ready to start writing yet. You should know
their general age, their hot button, their dreams, their fears,
and everything that relates somehow to your product.
The key to a good sales letter is being able to describe the
benefits of your product to this individual prospect or
customer. It needs to be personalized to them individually.
4. Relax.
Learn how to relax. If you are in a rush to do your sales
letter, it will be obvious to the readers. Be willing to take
your time and do an extremely good job. Let things stew inside
your brain between each of the important elements.
After you research your prospects and get to know them, take
some time to relax. Think on them and their desires for a while.
Take some time to relax after you write your headlines and
choose the best one for your letter. Think about how to create
that flow throughout your letter, starting with your headline.
Take some time to relax after you write your rough draft. Sit it
down and come back to it the next day. Then, you will be
refreshed and ready to edit it. After you have done your
editing, put it away again for a little while. Come back to it
refreshed and read over it again. See if there is anything else
you would like to change about it.
Don't rush through the writing process. Learn how to let your
mind go to work by working on it, then relaxing a bit. Go back
to work and then let your mind stew over it again. Keep this
process throughout the entire letter.
5. Test and Edit.
There is only one way you can ever determine if a sales letter
will be successful or not. It has to be put to the test. It has
to be sent out to some of the potential prospects.
Send it out and find out if it makes a profit or not. If it is
winning letter right up front, great! If not, then it is back to
the drawing board. Whether it makes money or not, you will still
need to test it.
For example, you should take the letter that made money and try
a different headline for it. Compare the results to the
original. Test a different price. Test the offer worded slightly
different. Keep the sales letter that is producing the best
results after each test. This is the control that you will
determine your results from.
Winning marketers are always testing their materials to find out
which one is producing the best results. The killer sales
materials that you see being used year after year and decade
after decade became that way through this type of testing.
Rarely is the first letter written the absolute best letter it
could ever be. You need to keep improving it through testing
until you have the letter that consistently out-pulls everything
else.
As you can see, copywriting isn't all about being born with huge
amounts of writing talents. It is about making a decision to
become the best. It is about deciding to do the work you need to
succeed in your business. Good copywriters are never lazy, and
anyone can be a good copywriter. What about you?
By Terry Dean co-authored by Michael Bosse
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