Hard hitting copy is focused like a laser - pinpointing the features of the product and keeping the readers attention right to the closing offer. For this reason, it is important to achieve tight, clean sentences and paragraphs.

Far too often, I see copy that meanders weakly from point to point, never showing the reader the benefits of purchasing the product. Occasionally, I see copy that tells all about the product - without telling anything at all! The reader is left wondering not only why they should purchase, but what they are being asked to purchase - not a good way to close a sale

For powerful copy, each part should have:

A main idea -Be sure the reader understands what they are reading about, and why they should be purchasing your product. If your sentence has no topic, or your paragraph has no main idea - cut it! Filler is not only unnecessary, it is damaging! You’re aiming for clear, focused sentences that are short and to the point.

A purpose - Each line of your copy has one goal- to convince the reader to buy your product. Be sure that each sentence you add fits this purpose - other wise it is unnecessary. Add emotional appeal - show your reader how your product benefits them.

A destination- Long, rambling copy kills sales. Find a point, and get to it. Make your point over and over in different ways, but be sure each sentence follows the same path. Your headline, intro, and body are all leading to call to action - be sure that you don’t stray from this path. Random diversions are distracting, and can lose you sales.

Be sure to include these three details in your copy. Keep the readers’ attention, and make sure they are ready to ACT by the end of your sales letter. By writing clean, focused copy, you’ll increase conversions, and that makes for happy clients!

Popularity: 28% [?]