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Shmush It for Max Impact...
© Ron Hutton ~ Plug-In Profit Toolbox
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So you've poured your heart out for an entire day, week or month creating the perfect sales letter. "Brilliant!" you think to yourself as you read back over your masterpiece for the 374th time. Every feature and benefit is represented in a way that is so compelling as to send the reader on a frantic search for the
"B.u.y N.o.w" button.
Your USP (unique selling proposition) rocks! Who could miss it? Who wouldn't want it? Who wouldn't want to b.uy this?
Do you want to do a real test to see if your sales letter flows well for the reader in a way that truly follows the AIDA (attention, interest, desire, action) formula? Here's what Joe Robson, copywriting expert, suggests...
Shmush your sales letter. Condense it. Take only the major elements, including the headline, subheads and conclusion (or call to action) and copy / paste them onto a separate document. Forget about all of the inbetween stuff and let's examine whether or not your readers will get the point as they scan your sales letter.
"HANG ON!" you say. "I'm not writing for people who scan, I'm writing for people who are really interested in reading what I have to say."
That's very good, but if you don't pay attention to the habits of scanners, you run the risk of sales letter abandonment by a very large percentage of your prospects. You can do the former without neglecting the latter. You have to. So take your sales letter shmush it for max impact. Copy-n-paste the headline, sub-headlines and call-to-action into a separate document.
Does it make sense? Maybe it does to you, but will it clearly communicate your message to someone else? Give this shmushed sales letter to a friend, family member or coworker. Ask them what they think. Take notes. Write down any questions that you get.
Now, based on the feedback that you receive, rewrite and tweak your headline, subheadings and call to action so that "scanners" can't help noticing the words that tug at heartstrings... and loosen pursestrings.
If you would like to write di.rect m@rketing sales letters that can make you r:ch, Shmush it for max impact.
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ABOUT THIS ARTICLE'S AUTHOR ~ Ron Hutton is a 20 year sales and marketing veteran with a passion for coaching and training. Subscribe to Ron's ezine, "GoThrive Online", for big juicy marketing tips in small, easy-to-chew, bite size servings.
Start with 17 fr*e Cool Tools... http://www.gothrive.com
Also visit http://www.pluginprofittoolbox.com
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Thanks for your time today. I sincerely appreciate
you as a subscriber to this newsletter, and I hope that we
will have the opportun!ty to work together soon.
To your success,
Ron Hutton
GoThrive.com
Breakaway Marketing
167 Deep Woods Way
Ormond Beach, FL 32174
Phone: 386.671.9134 | Fax: 309.416.4629
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