Copywriting – Effective Letter Writing
Have you ever written a letter?
I’m sure you have, I think everybody writes a letter at some point in their lives. Increasingly now they are sent via email…but they’re letters all the same.
So what does a Copywriter do?
Well a copywriter knows the secrets to writing effective letters. I receive a lot of advertising mail for one thing and another, which I’m sure you do too. Some of them look very colourful with nice pictures and professionally put together, but how many of them do you actually read? It seems to me that a lot of time and effort is being wasted on making this material look good…and not enough attention is being spent on the message. The words are the most important part of any sales letter whether that be direct mailing, website, email or anything else.
The letter is the vital ingredient.
So as I said earlier a Copywriter knows how to write effective letters…so why is that so many of them don’t? Some like to think of themselves as being creative. Well the truth is they’re not, they’re salespeople. Some are more creative than others I’ll grant you…but they’re salespeople all the same.
Convince the reader.
Whereas certain ad’s and brochures maybe put together by a committee, a sales letter is the work of one person. It is a single coherent statement. That doesn’t mean repeating the same words over and over again. It mean’s thinking about what you are going to write and asking yourself “What am I trying to convince the reader to do?”
Specifics.
Force yourself to be specific because specifics out-pull generalizations every time. How do you know if your letter is successful? Well people might remember your letter but it’s only successful if the reader performs a positive act as the result of reading it. Specifics sell. Generalities don’t. So you may win awards for your clever use of words…but awards don’t sell! Remember the purpose of your letter is to convince people to act…convince them to buy!
So as I said everybody writes letters, but how many write effective letters?
Anne Pearson
Compelling Copywriter
http://www.mapcopywriting.com
anne@mapcopywriting.com
Skype – mapcopywriting
Tel / Fax – 01772 468979
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