How To Write Results-Oriented Web Pages, Sales Letters, Ads
And Flyers
RSS  Print 
First, the bad news: There are dozens of ways you can go wrong in writing and designing (what
you hope will be) an effective sales letter, How to Write Results-Oriented Web Pages, Sales Letters, Ads, and
Flyers web sales page, promotional flyer or ad.
Now the good news: The learning curve for getting it right is relatively short. Here are some
key guidelines and pointers for getting noticed, generating interest, and persuading people to respond to your
offer.
Create Visual
Appeal
In a matter of seconds, your prospects will make a snap decision on whether or not they want to
read your marketing message. If they have to strain or struggle in any way, they're going to skip it. Avoid a
cluttered, hard-to-read appearance by making generous use of white space, headlines, subheads, and text bullets.
Use italics and ALL CAPS sparingly because, when used in excess, they can be hard on the eyes. For web pages and
flyers, avoid too much large print (it looks amateurish), and be careful with your use of colored or textured
backgrounds. If the background competes with the text or lacks contrast, the message will be too hard to read. And
if you use 10 point text or smaller…well, let's just hope you're not targeting us aging baby boomers!
Writing Style Tips
After you've written the first draft, you can improve it by eliminating unnecessary or redundant
words, breaking up long sentences, checking for spelling and grammar errors, adding impact with a few carefully
chosen adjectives, and making sure each idea flows logically into the next. A conversational tone is usually much
more appealing than a formal, stilted approach; and you should always gear the message to the intended audience.
One of the big advantages of targeting your marketing to specific groups is that you can 'talk their language' and
relate the message directly to their emotional and practical needs and wants.
Devices to Capture Attention and Arouse
Interest
An effective sales message, whether it's on a web page or 24-lb stationery, usually contains the
following elements: a compelling headline, attention-catching sub-headlines, a bulleted list of features and
benefits (with proof, whenever possible), a few intriguing questions, a deadline or incentive for responding
promptly, a guarantee of satisfaction, a testimonial or endorsement, and a call for action (tell them exactly what
and how you want them to respond: call, stop by, visit your website, or mail their order.) Words such as 'no
obligation', 'free trial', and 'convenient payment plans' can also increase response levels. By the way, a 'P.S.'
is a great place to put a reminder, a special offer, or an added incentive. People read them.
A Vital, Sometimes Overlooked
Ingredient
One of the cornerstones of any effective marketing strategy is identifying and clearly
communicating your Unique Selling Proposition or distinctive selling advantages. Make it clear why you're better
and offer more than the competition. Emphasize your competitive strengths as a business, an individual, or as the
provider of high quality services or products. In today's competitive marketplace, it's essential to exceed
customer expectations, find ways to lower sales resistance, and have a value-added approach to doing business.
Copyright 2006 Joel Sussman
Joel Sussman, a business writer and Internet publisher, has created a small business resource
called "Marketing Survival Kit." Visit http://www.MarketingSurvivalKit.com for proven sales letter templates, marketing proposal
software, public relations tools, newsletter kits, and informative articles.
Readers' Comments 
| 
