When creating? sales piece I like to keep this little acronym in mind.? It will help keep you on track for what's important in your sales copy:
U- Understand your market before you start writing. Write to one person at one time.? Picture your customer in your head and write specifically to them as if this is the last thing on earth you were going to sell.
G- Grab them by the throat! Figuratively of course. You have to get their attention. People are bombarded by somewhere close to 7,000 marketing messages a day, mostly ignored, so you need to really do something to get noticed.? You have to come out with guns blazing.? don't put your best stuff way down in the body copy of and ad or sales letter, put it right in the headline or the customer is long gone before they even read your letter.
L- Be Lively.? No one wants to read copy that sounds like the label on a pill bottle or a manual for putting a bike together. Every word counts. Each sentence should sell the next, all the way through your copy. If you wow someone with a headline and then bore them with your opening paragraph, you just wasted an entire letter.
Y- Your voice. Write the way you would talk to a friend. Don't try to write a novel or use a fancy vernacular to prove how smart you sound. Your copy should sound like you are talking to a friend over a cup of coffee. Write in the voice that you would use if the person were right in front of you.? Don't try to sound fancy and use a lot of industry jargon if your customer will have no idea what you are saying.
So, just remember to be U.G.L.Y every time you sit down to write out your next sales piece and you will be miles ahead of the next guy.
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