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You want to be able to write a great sales letter. That’s no secret– if you can write great copy, then you can earn more money and grow your customer base, snowballing that from short term success into long term success.
That’s not enough for you, though. You don’t just want to be able to write great sales copy. You want to be able to write great sales copy in a very short period of time. The truth is that you really admire those who can very quickly knock out copy that converts.
What’s the trick to writing great copy? Is it even possible to write great copy in two hours? Can you write great copy in even less than two hours? Sure you can.
I’m going to tell you the exact method you can follow for getting things done. But first, let’s talk about why you’ll be able to make this happen and why and how it’s possible.
When most people sit down to write copy– especially when they aren’t ‘copywriters’ – there’s a certain amount of fear and intimidation there from the start. They assume it’s going to be a difficult and long process.
There’s also the fact that it can take some time to learn the ins and outs of writing copy. You can’t get away from the fact that it’s both an art and a science. There’s a certain something there that either makes the copy convert highly… Or not.
So, you start out with this fear and this sense that maybe you’re in over your head. You’re trying to remember all the pieces that you’ve learned, whether you’ve actually written copy before or not.
Most people are also highly inefficient. Even if they know how to write copy and have done so dozens of times, it’s probably the case that the actual process is inefficient.
That might be you. Whether you’ve never written copy before or you’ve written dozens of sales letters before, it could be taking you days and days and days to write a piece of copy that could be taking you just a couple of hours.
If you want to write copy in just two hours, then you have to streamline your process. You’re going to cut the fluff when it comes to writing copy. You’ll focus only on the pieces of writing copy that really matter. You’ll follow a format (or develop your own) that allows you to hit on the most important elements of copy.
You’ll be following a template. Now, when I say ‘template,’ that doesn’t mean your copy is going to be dry or boring or seem formulaic, even though you will technically be following a formula. The framework, or formula, you work from is going to allow you to open up your creativity and speak to your audience… while ensuring you hit on all the ‘copy’ points you need to hit on.
The fact is that there are certain copy elements we know work when it comes to writing sales letters. These are proven to convert time and time again– they’re what we call ‘time tested.’ So you’ll use these time tested elements in your copy as a matter of course, while being creative and passionate with how you actually word the letter to your audience.
Yes, It Is a Letter
Before we go any further, I want to address this point. Part of what’s going to help you write great sales copy in two hours or less is developing a new mindset around writing copy.
You’re writing a letter.
You can write a letter in under two hours, right? You can even write a fairly lengthy letter in under two hours– I’m sure of it.
And what you’re doing when you write sales copy is you’re writing a sales letter to your audience. You’re addressing your audience as if they’re ‘one’ person you’re writing to.
You’re going to address your letter to ‘Dear friend,’ or something similar.
You’ll include an introduction, body points, and a conclusion. You’re going to pour your heart into this letter, knowing that you can help the reader.
To Help the Reader, You Have To Understand the Reader
If you’re going to write a letter in two hours and really help your reader, you have to understand your reader. This is something you can do within your two hours… But true, in-depth understanding is something that will happen over time.
If you can work to understand your reader over time, you’ll always have ideas and inspiration you can pull from whenever you need to write copy for your audience, whether it’s long or short copy.
To understand your audience, start to hang out where they hang out online. Become part of the conversation on forums, social media, and blog comment areas.
Read what they have to write. Pay attention when comments get heated and passionate. Pay close attention to breaking news and the things that are most important to this audience.
Note what the people of this audience are most keen on buying– when, and why. What is their driving force behind this? What are their biggest problems?
You should know their biggest problems– the things that are on their mind all the time. Know their pain points and the lengths they’re willing to go to solve these pain points.
You should know how they’ve responded to other products on the market.
You should have your finger on the pulse of everything that’s going on and really feel like you know the people of your audience like the back of your hand.
Do this a little each day.
When you sit down to write a sales letter, imagine that your audience is a single person in your mind. Write a letter to this person. Write a passionate letter designed to highlight their problem, the journey you’ve been on yourself that relates to their problem, and the exact, perfect solution you’re offering to them– with an offer they simply can’t pass up because it’s so incredible.
Now, you really know this person and it’s a really personable letter so your conversions are going to be through the roof, right?
Your Sales Letter Template
In addition to really knowing your audience and pulling from that knowledge each time, it can really help you to have a sales letter template you follow each time you sit down to right a sales letter.
If you want to be able to write a sales letter in under two hours, then you shouldn’t have to think about what’s coming next. You should be able to just sit down and start writing– with passion and from the heart. You shouldn’t have to think, “should the bullet points go here or there?”
A template isn’t inflexible, of course, but it removes the need to think about the mechanics of it and ensures you have all the pieces there.
Let’s talk about what these pieces are first and then I’ll give you a sample template you can use as you sit down to write a sales letter in under two hours.
The Benefits of Your Product
Before you actually start writing your copy, it can really help you to sit down and list the benefits of your product. Go through it as if you’re seeing it for the first time.
I’m not talking about the features, either. Sure, the content you’re reading right now is teaching you how to write sales copy. But that’s not really a great benefit– who cares?
The benefits of being able to write great sales copy in two hours might include:
• Increasing conversions to earn more money in less time
• Being able to offer copywriting services for full time income earnings
• Increasing professional skills and getting a boost in perceived expertise and recognition in one’s field
• Working less and earning more
• … And more
And you can break things down even more from there. Let’s take the middle one on this list, for example. Getting a boost in recognition could lead to a promotion or a new job or achievement. This can be life-changing and part of a life-goal.
List the benefits your product brings to the buyer. Not the features– Not, “teaches how to write copy…” But things like what I’ve listed above, that apply to your product.
You’ll use these benefits all throughout your sales copy. You’ll focus on these especially in the bullet points section and in the headline.
This is one of the most important, if not THE most important, parts of the sales letter. You have to catch peoples’ eyes as they land on your sales page.
If they aren’t captivated immediately, they will click away. There are a ton of other things they could be doing instead. And they DON’T want to be sold to.
Think of a headline– or 10 headlines- that speak to the main benefit of your product.
What is the main benefit of your product? Arrange that main benefit into an eye-catching headline.
Start your sales copy off with a great introduction that pulls people into their problem and really stirs it up and makes them feel it.
Weave a story– preferably of your own. Take people on a journey through your experiences. Lead them to the hope of an answer. Tease that answer– the product you’re selling to them.
Introducing the Product
Now, you can introduce the product. You probably don’t want to do so before this point because no one wants to be sold to. People will buy things and your audience will buy your product. But they will likely be turned off if you try to sell to them before they’re primed and ready– and that’s what the start of your sales page was meant to do.
Now, you can introduce the product. Provide proof that it works. Tell them what it is.
Include bullet points that detail the benefits of the product– the ones you pulled out before. Restate the main benefit.
Make it clear that this product will solve the problem they’ve been so focused on. This is the answer they’ve been seeking.
Present the Offer
You can sell anything if it’s the right offer. Make sure your offer is great. It should be clear that what you’re offering is such an incredibly high value that they won’t want to pass it up.
It should seem like a steal of a deal, with all they’re getting and with the pleasure they’ll get and lack of pain they’ll have.
Include any bonuses they’ll receive and any scarcity that might be present– such as a limited run or number of copies or a rising price.
The End of the Sales Letter
Restate the offer and the main benefit toward the latter part of the sales letter. The end should wrap everything up in a way that maintains the excitement they’ve been feeling and gets them off the fence and pushing that buy button.
Sign off personally and let them know you’re there for them.
Structure throughout Your Sales Copy
Remember that people are busy. So, you’ll want to break your sales copy up with white space, bullet points, boxes, and things like that.
It’s important to use sub heads throughout the copy to break things up. These are like mini headlines all throughout. These should read like their own little “story,” should people be skimming your copy. They should be eye-catching enough to encourage people to read further.
How to Write Sales Letters in Two Hours Or Less
Do you work efficiently? Eliminate distractions as you sit down to write your copy.
Get everything in order. Make sure you know everything you need to know about your audience.
Break your product down into its main benefits so you can write your copy full of inspiration directly from those.
Follow the structure I’ve suggested here. Use your favorite sales letters as models. Get ideas from them– never copy them.
Sales letters can be anywhere from 1,000–3,000 words or so, for the typical IM sales letter. You can write that amount if you put your mind to it.
Remember, you’re writing as if you’re writing to one person in your niche. You’re writing passionately and persuasively. You’re getting into their head and presenting something you think will really help them.
Do this and you can absolutely write a great sales letter in two hours or less. Prepare, focus, follow the template, and get it done.