In June of 2005, I became a freelance copywriter. Since that time, I have worked with 65 different clients. I have written three or more projects with some clients. Other clients have been working with me for longer than two years. So I have been able to observe what works and what does not. After trying a number of different approaches, I have concluded there are two primary ways of writing a sales letter that works.
Method 1: Create the best letter possible. The majority of clients want the best sales copy possible. They do not want anything less than this. A client like this will ask me to go through endless edits and revisions. He will tweak words throughout the letter. He will change his mind more often than he changes clothes. A client like what I have described is convinced that a long, drawn out editing process will produce the best sales copy possible. But let me pose a question. How do we determine what is best Is it based on our own opinion or the markets opinion A client who tries to create the best sales copy possible is convinced he knows whats best. And so he continues editing for days even weeks thinking has making a difference. When, for more details visit to really, his work is counterproductive. Think about it... is one word way down on page 12 going to appreciably change the conversion rate or how prospects react to the product or service being sold Not really. Heres my opinion: Neither you nor I know whats best when it comes to writing copy and converting prospects into customers. We are only armed with educated opinions. Those opinions are only validated once the letter has been put to the test. With that in mind, let me show you.
Method 2: Create a letter thats good enough. This second method is completely different than the first. It acknowledges up front that all we have are educated opinions. This assumption leads us to create a sales letter thats good enough so we can then test it to see how the market responds. Using this somewhat controversial approach, for more details visit to you can write a strong sales letter that hits all the key selling points and makes a noble effort to win customers to your product or service. Of course, you will probably want to do some minor editing, but not too much. Because your goal is to get the letter out there to see how well the market responds. So. We have got a good enough letter, we send prospects to read it, and we see how well it works. But it does not stop there. The next step is to test various elements to see how they affect conversion for better or worse.
Of course, the idea is to improve the letter by degrees, based on the actual response rate, until you have a letter that is truly great. So which method do you subscribe to Which one should you be using The first method is for writers clients with big egos. They are convinced their way is best. They believe the greatness of a letter is determined by how much they love it.
Method 1: Create the best letter possible. The majority of clients want the best sales copy possible. They do not want anything less than this. A client like this will ask me to go through endless edits and revisions. He will tweak words throughout the letter. He will change his mind more often than he changes clothes. A client like what I have described is convinced that a long, drawn out editing process will produce the best sales copy possible. But let me pose a question. How do we determine what is best Is it based on our own opinion or the markets opinion A client who tries to create the best sales copy possible is convinced he knows whats best. And so he continues editing for days even weeks thinking has making a difference. When, for more details visit to really, his work is counterproductive. Think about it... is one word way down on page 12 going to appreciably change the conversion rate or how prospects react to the product or service being sold Not really. Heres my opinion: Neither you nor I know whats best when it comes to writing copy and converting prospects into customers. We are only armed with educated opinions. Those opinions are only validated once the letter has been put to the test. With that in mind, let me show you.
Method 2: Create a letter thats good enough. This second method is completely different than the first. It acknowledges up front that all we have are educated opinions. This assumption leads us to create a sales letter thats good enough so we can then test it to see how the market responds. Using this somewhat controversial approach, for more details visit to you can write a strong sales letter that hits all the key selling points and makes a noble effort to win customers to your product or service. Of course, you will probably want to do some minor editing, but not too much. Because your goal is to get the letter out there to see how well the market responds. So. We have got a good enough letter, we send prospects to read it, and we see how well it works. But it does not stop there. The next step is to test various elements to see how they affect conversion for better or worse.
Of course, the idea is to improve the letter by degrees, based on the actual response rate, until you have a letter that is truly great. So which method do you subscribe to Which one should you be using The first method is for writers clients with big egos. They are convinced their way is best. They believe the greatness of a letter is determined by how much they love it.
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