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Copy Writing Crash Course - Part 5

How You Begin Your Sales Copy Can Seal The Deal

The first two parts of your sales copy are your headlines and your opening paragraph. 

Both of these are very important in determining the success of your letter.  Why?  It’s because these two components are directly responsible for catching the attention of your audience and motivating them to read further.  If both components are carelessly written, you won’t even be able to get them to read, and if they don’t read, they won’t know about your business message.  If a great majority of your visitors won’t read your sales copy, your campaign will be doomed to fail.

So you have to observe extra care in crafting your headlines and your opening paragraph.

The Power Of The Headline

For sales copies, headlines are usually broken down into three parts:

1. The preparatory line, or a line that draws readers to read your main headline.
2. The main headline, which summarizes what your offer is about in a compelling and fascinating manner.
3. The sub-headline, which briefly expounds on your main headline and sets up the body of your sales page.

By reading the definition of each part, you’d get a pretty good idea about the purpose that the headline, as a whole, should perform.

A great headline should possess the following characteristics:

* It should be catchy, that is, it should immediately be able to lure your visitors into reading your sales page.
* It should be interesting, that is, it should be able to keep your readers’ eyes glued on the sales page.
* It should convey the essence of the offer, that is, the primary benefit or benefits of the product or service you are offering should be made apparent in this portion of your sales page.

Delivering An Early Promise

One very effective copy writing technique when it comes to formulating a headline is delivering a compelling promise.  Take a look at the sample headline below:

“Pay Attention To The Words In This Letter Because One Of Them Will Make You A Million Dollars Richer.”

Performance Marketing 
By using such a headline, your readers will be motivated to read every single word you have written, hoping to find that one secret that will unravel the road to amazing wealth.  Of course, you must be able to do good on such a promise.  You must include a word that, when read, would make them realize what is needed for a prosperous life.

The promise can also come in the form of the primary benefit that can be derived from what you are offering.  This, however, is more effective for a market that is already hungry for a solution.  When it comes to a market where you have to establish a need, the conventional way of formulating headlines will be a better option.

You can also share a verifiable statistic that will support the efficiency of your product, and deliver a promise that such a product can provide many wonders for your readers.

Sharing A Little Known Fact

People love trivia.  Hence, another potent copy writing technique you can use is delivering a little known fact, and promising to follow it up with an even more explosive secret.

“If You Think That Is Amazing, Wait Until I Share With You What Can Happen Next.”

This is a fantastic approach to formulating a headline, and is often employed in writing the sub-headline where the main headline reveals an interesting tidbit.  It catches the attention of your readers.  Better yet, it keeps your readers interested enough to read your entire piece.

This approach is great for any market.  Be versatile.  Be creative.  Research on some relevant trivia and use it as the anchor for a truly wonderful and captivating headline.
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