How to Write Letters That Sell

1. Craft Compelling Headlines: The Gateway to Your Message

"Fifty per cent of a sales letter's success depends solely on the headline."

Headline importance. Your headline is the first and often only chance to capture your reader's attention. It should make a promise, arouse curiosity, or announce important news. Spend 80% of your time crafting the perfect headline and 20% on the rest of the copy.

Headline formulas. Use proven formulas like "How to...", "The Secret of...", or "Who Else Wants...". These have stood the test of time because they tap into fundamental human desires and curiosity. Always test multiple headlines to find the most effective one for your audience.

• Key elements of effective headlines:
  • Make a clear promise
  • Arouse curiosity
  • Use powerful, emotive words
  • Be specific and credible
  • Target your ideal reader

2. Understand Your Audience's Needs and Desires

"The basis of all action: five fundamental needs"

Maslow's hierarchy. Understanding human needs is crucial for effective copywriting. Maslow's hierarchy of needs provides a framework: physiological, safety, love/belonging, esteem, and self-actualization. Your copy should address one or more of these needs.

Emotional triggers. Beyond basic needs, tap into emotional triggers like the seven deadly sins (greed, lust, gluttony, etc.) to motivate action. However, use this ethically and ensure your product genuinely helps your audience. Identify your audience's specific pain points and desires, then position your product or service as the solution.

• Common motivators in copywriting:
  • Fear of missing out (FOMO)
  • Desire for status or recognition
  • Need for security or comfort
  • Aspiration for self-improvement
  • Yearning for belonging or love

3. Master the Art of Storytelling in Your Copy

"Tell a story, pure and simple. It's the simplest and most natural way to get your message across, although it may not be the easiest."

Narrative power. Stories captivate readers and make your message memorable. They create an emotional connection and help readers visualize themselves using your product or service. Use storytelling to illustrate benefits, overcome objections, or build trust.

Story structure. Follow a classic story structure: introduce a character (ideally one your audience can relate to), present a problem or challenge, show how your product or service provides the solution, and describe the positive outcome. Use vivid details and sensory language to make your story come alive.

• Elements of effective storytelling in copy:
  • Relatable characters
  • Conflict or challenge
  • Clear resolution
  • Emotional arc
  • Relevant to your offer

4. Use the Power of "You" to Connect with Readers

"The word "you" appeared most often, with 44 instances."

Reader-centric language. Make your copy personal by addressing the reader directly. Use "you" and "your" liberally throughout your text. This creates a one-on-one conversation feel and helps readers imagine themselves benefiting from your offer.

Avoid ego-centric writing. Minimize the use of "I," "we," and "our" in your copy. While some first-person language can build credibility (especially in testimonials), the focus should always be on the reader and their needs. Use the "Egometer" technique to analyze and optimize your copy's perspective.

• Tips for reader-focused writing:
  • Start sentences with "you" when possible
  • Turn features into personal benefits
  • Ask questions that involve the reader
  • Use commands that prompt action
  • Share relatable scenarios or experiences

5. Structure Your Copy for Maximum Readability

"Present your text so that it is inviting to read"

Visual appeal. Break up your text into short paragraphs (no more than 6 lines) and use plenty of white space. This makes your copy less intimidating and easier to scan. Use subheadings, bullet points, and varied formatting to guide the reader's eye and highlight key information.

Sentence structure. Keep sentences short and simple, averaging 16-20 words. Use active voice and concrete language. Vary sentence length to maintain interest, but err on the side of brevity. Start paragraphs with hooks that pull the reader in, and end with transitions that encourage continued reading.

• Readability enhancers:
  • Short paragraphs and sentences
  • Subheadings and bullet points
  • Bold and italics for emphasis
  • Pull quotes for key messages
  • Generous white space

6. Leverage Psychological Triggers to Persuade

"The art of direct-mail sales is a game where hundreds of millions of dollars are placed on the table each and every day."

Social proof. Use testimonials, case studies, and statistics to show that others have benefited from your offer. This taps into the human tendency to follow the crowd and seek validation from peers.

Scarcity and urgency. Create a sense of limited availability or time pressure to encourage immediate action. Use phrases like "limited time offer" or "only X left in stock" to motivate readers to act now rather than later.

• Psychological triggers in copywriting:
  • Reciprocity (offer something free)
  • Commitment and consistency
  • Authority (expert endorsements)
  • Liking (build rapport)
  • Social proof
  • Scarcity and urgency

7. Create Irresistible Offers and Calls-to-Action

"A good offer is half the sale!"

Value proposition. Clearly articulate the unique value of your offer. Focus on benefits rather than features, and show how your product or service solves a problem or fulfills a desire better than alternatives.

Risk reversal. Remove barriers to purchase by offering strong guarantees, free trials, or easy returns. This shifts the risk from the buyer to you, making the decision to buy easier. Be specific and bold with your guarantees to stand out.

• Elements of a compelling offer:
  • Clear, quantifiable benefit
  • Unique selling proposition (USP)
  • Limited-time or exclusive aspect
  • Risk reversal (guarantee)
  • Simple, specific call-to-action

8. Perfect Your Envelope Design for Higher Open Rates

"The primary objective of the outer envelope is to incite the recipient to open it!"

Curiosity creators. Use teaser copy, intriguing questions, or partial information on the envelope to pique curiosity. The goal is to make it irresistible to open. Consider using windows or special printing techniques to stand out in the mailbox.

Personal touch. Make the envelope look personal rather than mass-mailed. Use real stamps instead of metered postage, and consider handwritten elements or a personal-looking font for the address. Test different approaches to find what works best for your audience and offer.

• Envelope optimization techniques:
  • Teaser copy that promises value inside
  • Unusual shapes or sizes
  • Strategic use of color
  • Personalization elements
  • Quality paper and printing

9. Optimize Order Forms for Easy Conversion

"Never call your order form an 'Order Form'"

Frictionless design. Make your order form as easy to complete as possible. Use clear, large fields and pre-fill information when you can. Minimize the number of required fields to reduce abandonment.

Reinforcement. Restate the key benefits and any guarantees on the order form itself. This reinforces the value proposition at the crucial moment of decision. Use action-oriented language that assumes the sale, like "Yes, I want to claim my free trial!"

• Order form best practices:
  • Clear, benefit-focused headline
  • Restatement of offer and guarantee
  • Minimal required fields
  • Multiple payment options
  • Clear next steps or expectations

10. Test and Refine Your Copy Continuously

"TEST and TEST SOME MORE!"

Systematic testing. Always test different elements of your copy, from headlines to offers to design elements. Use A/B testing to compare versions and let data guide your decisions. Even small improvements can lead to significant increases in response rates.

Ongoing optimization. Copywriting is an iterative process. Continuously analyze your results and look for opportunities to improve. Stay updated on industry trends and consumer behavior changes to keep your copy fresh and effective.

• Key elements to test:
  • Headlines and subheads
  • Offer structure and pricing
  • Call-to-action phrasing
  • Design and layout
  • Timing and frequency of mailings

Last updated: August 6, 2024