Copywriters think that they have to do it all when it comes to writing a sales letter for somebody. This is so not true it isn’t funny. The truth is, there are parts of the process that are beyond the copywriter’s control. It is his responsibility, however, to point out those parts to the client and lay down the law in regard to what has to be done. This article is going to cover a few of these items so that you’ll know what to expect when you get your first copywriting gig.

Law number 1 is testimonials. Like it or not, testimonials play a vital role in converting prospects to buyers. It is this kind of social proof…another person having success with the product…that makes the prospect feel more confident that his purchase will be a good one. However, you can’t make testimonials up. As a copywriter, you can only print what the client gives you to print. It is up to that person to supply you with these testimonials. Now, in order to make sure the testimonials are good ones, what you can do is provide the client with a list of questions to ask each user of the product. This will help the process along. Bottom line though is this…you can only work with what you’re given.

Law number 2 is bonuses. Like it or not, especially in the IM make money niche, prospects expect bonuses with the main product. These bonuses help increase the perceived value of the product. Well, here again, you can’t offer any bonuses as the copywriter. These have to be offered by the product creator. Now, as a good copywriter, it IS your responsibility to tell the client that these bonuses should be directly related to the main product. This will significantly increase the value of what they’re offering. If the bonuses are say, music CDs when you’re selling an acne cure, well, let’s be honest…who cares? The bonuses MUST match the offer.

Law number 3 is the guarantee. This is another thing that’s totally out of your control. So many product creators want to offer wimpy guarantees or none at all because they are afraid of refunds. This is the wrong mindset to have. The stronger the guarantee, the more sales you will make as it increases confidence in the product. It is YOUR job as the copywriter to make your client understand this. You can’t set the guarantee period, but you can make him aware that a lousy guarantee will mean lousy sales.

There are more laws but these will get you started. You have to lay down these laws for your client if you expect your sales letter to have any chance of converting.

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