Copywriting tips: How to start writing a sales piece, when you don't know what to say
I’ve been selling in print for close to 13 years now, starting an online or offline sales letter, space ad, video sales letter, or any other kind of marketing media, comes almost as naturally for me as riding a bike does.
I say almost, because when you’re speaking to people, you have different options to consider. Whereas when you’re riding a bike, there’s really no right or wrong way to get started.
But for most people, starting a sales letter or any other kind of sales media started, is a challenge.
And in many cases, much of your difficulty can be attributed to your approach, more than anything else.
Most people approach writing sales copy, like a trip to the dentist. It’s something you know you have to do, because it’s good for you, but… it takes up a LOT of time you’d rather spend doing other things.
And, if there was any way at all you could get out of it, you most certainly would.
Having said this, simply having a subtle shift in the way you approach writing copy, can change the entire dynamic of your outcome, in more ways than one.
For instance, why do you try this: instead of thinking to yourself, “Damn, I have to get this sales letter done, and I have no idea how to start it.”
Instead, think about how you might start a conversation with a friend of yours, if you wanted to tell him about some cool new product or service you heard about.
So for example, let’s say you’re trying to sell something incredibly boring, like some kind of special lawn treatment.
Here are a few different ways you might approach a buddy of yours — NOT to sell him lawn treatment — but to talk about some cool new lawn treatment process you just heard about.
1. “That’s the last time I’m going to replace my front lawn, I told him.”
2. “How many times have you had to replace your front lawn, in the last few years?”
3. “Gosh, between the bugs and the armadillos… my front lawn is on it’s last leg!”
4. “Hey, let me tell you what happened last weekend.”
I bet you can probably use any one of these openings, and if you think about it… none of them are “forced,” and none of them sound phony or canned.
And surely NO ONE is going to think, “Uh oh… this guy’s trying to sell me something,” after hearing ANY of these openings.
Because they’re all very natural ways you might start off a conversation. And therefore, all very natural ways you might start your sales letter off, as well.
Oh, the other thing is… when you’re thinking about how you can help someone, or how you can get someone interested in something… instead of how you can get something OUT of them — your entire energy level is different.
The messages you’re putting out there, have a “you” focus, instead of a “me” focus.
And no matter what you’re doing, or who you’re doing it with — there’s never ANYTHING but an upside, to doing this.
Now go sell something, Craig Garber
P.S. In Chapter 23 of my book, there’s an entire section on sales letter openings that makes writing MUCH easier.
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