Copywriting Training: The Fundamentals
You Need To Understand When Writing Copy
Copyright Jo Han Mok 2007 - All Rights Reserved
When you are trying to learn how to write an effective sales letter in any copywriting training course, you need to
first recognize and understand the basics. The basics are crucial in order for the sales letter to flow nicely. I
will briefly elaborate on them.
1. The Qualifier
A qualifier is a term to let the reader know to whom this sales letter is intended to. A pre-header if you will. If
you did not apply a qualifier into the sales letter there could be a misinterpretation of information. For example,
a man looking for ways on how to fish better would not want to read a sales letter on copywriting training. For
example: Attention: All fishing enthusiasts who have always dreamed of finding the perfect lure! You may have seen
this kind of qualifier before and this is what you call a qualifying statement. There is no doubt who this sales
letter or web page is for.
2. The Headline
First, adding open and closed inverted commas or a quotation mark somehow appeals more to the eye when a headline
is being read. It is almost like the eye-catching sensation when you read a fiction book, where you prefer to know
what the character is going to say rather than what the narrator is trying to tell you.
"Think about the quotation mark is a sign of me trying to tell you something and you have no choice but to read
it." When you're inventing a headline, create one that packs a hell of a punch. Make the reader stop to read your
headline and be in awe of it. The choices of words you use are VERY important. Choose the words that arouse
interest in the prospect. In turn, the reader moves on to the next line and eventually the whole sales letter, to
see what you're up to, and that is, promoting the product.
3. The Opener or Lead-In
The opening of a sales letter is like the opening of a conversation with someone. You may start by telling a story
to invoke curiosity to make them want to read on and know more. The story could be a fantasy or a problem someone
had. Make sure it subtly leads to the product you're promoting or you might as well write a fairy tale right then
4. The Body Copy
A BIG mistake among first-time copywriters and advertisers is their ability to sell a product's features but not
its benefits. If you sell a product's features, the prospect will be thinking, "So what if the software is most
updated in its technology? I want to know what it can do for me." Thus, subtly try to make your prospect understand
what it is about this product and why they must have it in their life. Basically you want to answer the burning
questions that your prospect has which are.
Who are you? Why should I listen to you? Whats in it for ME?
Sub-headlines are a teaser for what's coming right up in the sales letter. It could be a quote or it could be much
like a headline, but with a little less impact.
Adding a subhead can increase the readership in your sales letter and increase the likelihood of closing the sale.
When a prospect is reading your copy, and gets to a section that is either boring to them or looks like it is too
difficult to keep reading, a good subhead will grab them by the eyeballs and force them to keep reading.
So in essence a good subhead can be somewhat of a headline styled point that pulls your reader down into your
Bullets basically summarizes up the product's benefits. It tells the prospect what they will get and how their
lives would change if they purchase the product to arouse deeper curiosity. Also, with bullets, it is much easier
to read and understand rather than having to read the benefits of the product in a paragraph.
The key point with a bullet is to peak curiosity.
People respond easily to that product when they see that it has benefited others. It is human nature on our part,
because our conscious mind does not allow us to put our trust in a certain product unless there's proof big enough
for us to trust it.
The beauty of testimonials is that it plays on a powerful force in human consciousness that compels us to believe
in or against a decision. That force is the power of social proof.
Further study into human influence and persuasion is required to understand that point further. A good book on this
is "Influence: The Psychology of Persuasion" by Dr. Robert Cialdini.
This section of a sales letter is your last chance to prove to the prospect that the product is something worth
having. You may state how different this product is, how rare it is on the market and how beneficial the product is
to the prospect.
Another tactic to use in the close is the take-away or making the product or service scarce or limited
availability. This tactic forces your prospect to think twice about leaving without ordering and a large percentage
of them WILL end up buying.
Writing powerful copy is quite simple if only you understand your market and know what their needs, wants and
wishes are. All too often people are quick to write a sales letter to close a sale yet never give concerted thought
to WHO they are writing to and what they want and need. Research into your market is key but once you know who your
market is and what they want, your sales will skyrocket as a result.
Copyright (c) 2007 Jo Han Mok
Jo Han Mok is a #1 bestselling author and one of the world's most powerful copywriters. Discover his copywriting
training secrets that have generated millions of dollars! Visit his website at http://www.internetmillionairecode.com
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