When writing sales copy, it is important to keep in mind that you are not writing for your client, but for a potential customer. Research the product that you will be writing a sales letter for. Study its features and benefits.

As you begin, don’t stress about your headline. You’ll spend lots of time on this, but first, compose the body of the letter. Later, you’ll spend time fine-tuning a great headline to draw the reader in.

Then, imagine that you are selling the product to a friend. Draft your sales letter as if you truly are trying to sell your product to a good friend of yours. Really try to get into their head, and show them all the ways that they can benefit by purchasing your product now. Don’t worry if your draft isn’t perfectly professional - that’s why they call it a “rough” draft.

Once you have the basic ideas you want to convey, go back and compose the basic sales letter. Format it so that you have the proper structure, call to action, etc. Again, keep the customer in mind as you compose your letter. If you were considering purchasing a widget, would your sales letter convince YOU that you had to have this super shiny green one? If not, why not? Continue to rework your letter until you, and your imaginary friend are convinced.

Again, when writing the body of your sales letter, remember that your job is not as simple as selling a product. You have to get inside the mind of the potential customer, and convince them to BUY the product, which is a very different animal. Treat the customer as you would a friend, and you’re on the way to sales letter success.

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