By Ronak Shah | October 29, 2009
The goal of writing sales letters is to help internet entrepreneurs make money online, huge chunks of cash each day & night even while you’re sleeping. The purpose of hiring a sales copywriter to write a 3000 word sales letter online for any internet entrepreneur is to drive sales i.e. persuade people to buy your product / service.
It isn’t done to tell the whole world – how you grew up, what did you experience and what NOT!!! A sales copy on a sales letter is NOT a short story of sorts that you take a person in a “WONDERLAND”. Creating a wild vivid imagination in front of your target buyer is done but creating an illusion of sorts is NOT done. As a sales copywriter, you’ve to make the prospect realize what they are buying as an OFFER.
A sales copywriter who writes on the web is an internet entrepreneur first, a sales copywriter second. What matters most is money in the bank i.e. results. Period.
Copywriters are creative human beings and they tend to create experiences for their readers while they write sales copy. Therefore the task of hiring a sales copywriter requires you to find someone who can deeply create a vivid imagination of what’s on the table – NOT the product / service / both – THE OFFER in front of target buyers.
Entrepreneurs are least bothered about their sales copy. They are most concerned about the performance of the sales copy than the sales copy itself. So, if you’re an art writer you can write fantastic short stories but that does not mean it will bring you loads of money by writing short stories within your sales copy & sales letters all the time. It’s just a spark that you’ve within your self that proves you’re a creative being but it does not guarantee you “sales” or $$$$$ unless you know how to persuade people effectively & make them purchase whatever you’re selling.
Another big mistake which most SALES copywriters make is write sales copy for the generic audience in a niche. Every niche has specific target groups i.e. each group has a unique profile and therefore unique needs. For instance, in body building niche you can’t be selling an ebook on “how to be lean & mean” to a person who is originally very heavy/bulky & loves to be the way he is. Neither can you sell the ebook to a person who is originally underweight or who is already LEAN. Mind you, take a note of this:
You can ONLY sell the ebook to a person who has a “deep driving desire” to be lean & mean. Now WHAT KIND of person would want to be lean & mean? The one who actually jogs for 30 minutes a day to lose pounds of body weight & goes on for a STRICT diet regime. That same person may “most probably” be taking medications to improvise their health. This means you can only sell the ebook to a person who actually is dreaming of getting that lean & mean body with six pack abs. The person we are talking about is “desperate & dying” to be LEAN.
Another thing, most sales copywriters & Internet marketers think of sales letters as a money machine. It isn’t true either. Sales letters aren’t money machines, sales offers really are. They don’t alone make people buy a product. What really makes people buy a product is a “sales offer”, not high-pressure building sales copy. Sales offers ONLY & ONLY make a sale when persuasive copy is wisely used. Copywriters are ones who know how to present your offer in a creative way that triggers sales from buyers.
The most important aspect of any GREAT sales copy is make people “ASK”, “Desire” & “DREAM” about your OFFER. No product / service is more important than what it OFFERS most to a buyer / user. Hence, it is never about how many sales you’ve made. Mind you, it is ALWAYS & ONLY about how many “PURCHASES” buyers have made from you. Here’s why:
You can sell an X product to a customer who does not need your product but is tempted by your offer. Therefore he buys and you made money. However, after actually using your offer as part of his growth process, he’s bound to realize that he does not need your product. Thus, the customer would be highly irritated and guilty at himself for making a bad purchase – some customers might even go around saying a product is not good or it’s all crap. Most customers will ask for a refund. You just ruined all your hard work by spending valuable time on something that you wanted to build your life on & achieve your milestones from but have destroyed everything by manipulating people to buy what doesn’t make sense to them. It’s like you can’t be selling candy to an old woman who just got a dental operation done.
That’s why, you’ve to sell – NOT really – “PITCH” your offer to people who are desperate to buy what you’re selling – NO NOT REALLY – “OFFERING”. Fact is there are customers APLENTY and there is no scarcity of customers. All you’ve to do is make – NO NOT REALLY – TARGET people who are already ready & open to desperately / convincingly “BUY” your product rather than you sell them something that isn’t sweet to them.
Remember, your offer is even bigger than your product / service to the end user of your product / service. It’s NOT your product / service, it’s how your product / service EVOLVES an end users experience of life completely. It’s not your product, it’s the experience – the satisfaction of making the best choice of their lives which gives them immense confidence, pleasure, satisfaction, joy & freedom to be who they really are as individuals.
As a sales copywriter, you can’t be violating someone’s freedom by intimidating them to BUY what you are offering at the end of the day. If someone did exactly the same to you, how would you respond? You would be furious, wouldn’t you?
So, you’ve to be cautious (read it as “creative” & “articulate”) in pitching your offers to targeted “prospective buyers”. Yes, “BUYERS”! What I mean to say is if you don’t know what you’re selling your customers, you’d rather not sell it. BECAUSE money does NOT guarantee pleasurable experiences & security.
Moral of the story: Only sell what you LOVE ~ what you’re most passionate about – what makes you HAPPY & NOT what sells most. This way you’ll be happy forever and therefore make others happy. It is a win-win situation.
Only then hire a fantastic sales copywriter to write a killer sales letter / killer sales copy for your website once you’ve a fantastic & STRONG sales OFFER in place. To get sales, you must have a complete idea of ‘who’ you are selling to. Unfortunately, most internet marketers do not know who their original customer is. Sales copywriters articulate your sales offer in a way that suits your target customers accurately for whom they are writing sales copy with complete dedication. This is exactly when your sales hit the rooftop. Bingo!