The Difference Between Good and Great Marketing Letters
It’s pretty easy to spot the differences between exceedingly lousy marketing letters and those that are, at the very least, acceptable. It’s a little tougher to spot what separates those that look “okay” from the real winners. The differences are slighter and harder to immediately discern.
Have you gone from being a complete novice in the sales letter writing department to someone who can produce adequate copy? Are you interested in moving your copywriting skills and the performance of your sales letters to the next level? If so, you’ll want to understand those fine-line distinctions.
Here are a few of the factors that separate good from great.
First, the best marketing letters have a voice. They aren’t just words on the page, they’re a conversation with a real and interesting human being. That doesn’t mean their littered with extraneous information or that they’re written by a “character”. It means that you feel a connection with the person on the other side of the letter. You can feel the humanity and the sincerity coming through with every paragraph.
Second, the very best examples in the genre are polished to a shine. You’re not going to find slight formatting errors. You certainly won’t discover spelling blunders. If the writer departs from traditional grammatical standards, he or she did so intentionally and with a certain knowing elegance. They aren’t sloppy. You can sense the level of care.
Third, great sales letters bring something original to the table. They aren’t the same old “paint by numbers” stuff you see again and again. The originality may lie in the structure of the message, but it’s more likely the way the copywriter found a unique way of communicating with the audience within the actual text.
The great marketing letters do all of the “regular” things we’re supposed to do when trying to produce winning copy. They just do it a little better. And they add their own unique wrinkles and twists to the process to create something truly memorable and effective. There’s a fine line between good and great. It can be hard to spot, but it’s definitely worth searching for.
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