Sometimes we get so caught up in the minutia of life that we fail to see the big picture, or the forest for the trees. Copywriting is a lot like that. We get so bogged down with getting that headline just right or that bullet point worded just so or whatever it is that we’re working on that we forget the overall purpose of our sales letter and what it should be conveying to the prospect. So in this article, I am not going to talk about headers or bullet points or closings or whatever. I am going to talk about YOUR sales letter and what it should be doing. Because if it’s NOT doing this, your prospects will miss the point and you will lose the sale.

Let’s begin.

When your prospect first arrives at your sales letter, they must get an immediate feeling that they are going to be helped with their problem and NOT sold to. They don’t want to see flashing red lights all over the place that say “buy now” or whatever. They want to be greeted by a friendly and thoughtful message that conveys to them that you are there to help them. If they don’t get this feeling, they are gone.

The next thing your prospect is going to need in order to feel comfortable with your sales letter is everything spelled out for him. Don’t assume that he even knows exactly what his problem is and that he is even thinking about it at that very moment. You must remind him of his problem and how desperately he needs a solution.

After you have done this, you need to reassure the prospect that you have the solution. You do this by explaining your product. You explain not only the features of it but the benefits. Benefits are what the prospect is looking for. They need to know what this thing of yours is going to do for them to give them a better life. That is the bottom line…quality of THEIR life after buying YOUR product. If it doesn’t improve, or if they don’t feel it will improve, you have lost the sale.

Finally, you have to reassure them that they can purchase without fear of regret, that if they are not satisfied with their purchase for any reason, they aren’t stuck with it. Let the prospect know what others have said about our product. This will also instill confidence in their decision.

If you can do all of the above with your sales copy, you will give yourself the best chance of completing the sale.

For more great copywriting tips, take a look at the link in my signature. You’ll be writing top notch copy in no time at all.

To YOUR Success,

Steven Wagenheim

Want to save $2,500 to $15,000 in copywriting costs? Want to write copy yourself that can command that kind of payday? 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.