How To
Write Results-Oriented Web Pages, Sales Letters, Ads And
Flyers
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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.
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