A sledge hammer or a scalpel? That’s the question we’re asking in this article about copywriting. Now, if you’re wondering just what the heck I’m talking about, don’t worry. I’m going to be explaining shortly. It is important to understand the tact that you use when writing a sales letter. How you communicate with your prospect is critical if you’re going to make the sale. So sit back and open up your mind. This is going to get a little deep.

There are really only two ways to communicate with your prospect…subtly and not so subtly. Both approaches will work. If you think I’m kidding, look at some of the really crazy TV ads that literally hit you over the head to get you to buy their product. They scream at you, shout at you, display fireworks, and even blow up cars. They’re about as subtle as a train wreck.

Then you have the TV ads that are very subtle. Some of the Nike ones come to mind where you see the kick tying up his sneakers, going out to the basketball court, doing some dunks, a few layups and some great outside shots. At the end of the commercial it simply says, Nike…Just Do It! In other words, no fanfare. Nothing flashy. Just go out there and play your game.

Copywriting is a lot like that. You can put up a sales page with blaring red headlines screaming at the prospect “Make $30,000 In Your First 30 Days…Guaranteed” or you can try something a little more subtle and reserved like “Discover The Secrets Of A 7 Figure A Year Earner.” Now come on, who wouldn’t want to know how somebody who earns seven figures a year does it. And yet, the headline doesn’t make any crazy bold claims, but it’s just as effective…if not more so.

Yes, copywriting is an art. You can hit people over the head with a sledge hammer to get them to submit, or you can use a scalpel to cut away at their layers of resistance. Either will work. The key is being consistent with your sales letter all the way through.

To YOUR Success,

Steven Wagenheim

Want to write copy just like the pros? Visit my site at http://www.bcipe.com/ and discover killer copywriting tips that have allowed me to write my own copy for years and earn myself a 6 figure a year income selling my own products.