Good sales copy is simple and straightforward and personal.
Don't waste your time by targeting general audiences
1. Target. The most effective selling copy presents a single idea or product to a single audience, and presents to a single individual of that audience.
Similarly, a car salesman targets the soccer moms with the mini van. And he sells to each mom individually.
2. Headline. Grab their attention with a headline that makes them want to know more. Use benefits and subheads that speak directly to your ideal customer's wants and needs.
3. Personalize. The key here is to make your presentation to each individual of the targeted audience. Make the individual feel that you are talking to him or her personally and exclusively.
4. Language. Write like you would speak in a one-to-one conversation with your client. Not like a book report. Be simple and personable. Don't use ten dollar words, but use short simple words to help them follow your ideas easily.
Use action words as often as possible. Inject urgency by adding deadlines or "one chance only" offers.
5. Empathize. Enter their world. Try to understand their point of view, their needs, and their personal interests. Try to anticipate and answer their questions and soothe their natural reluctance to purchase something even if they really can't totally satisfy the logic. If you were them, what would you do? What would you suggest? Then take the appropriate action that would be best for them.
6. Assure. Bolster their decision making with testimonials and guarantees.
The key is to keep the reader's attention long enough, leaving them no choice but to take immediate action.
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