In most cases, if you want to sell something, you’ll need to write up some compelling sales copy for the prospect to read. Whether it’s a landing page or a direct mail sales letter, there are certain steps you can follow that will help you create copy that’s focused, effective, and error-free.
- Create a plan—Before I start writing, I like to have an idea of where the piece is headed. I don’t create overly-detailed outlines, but I do like to make a list of things that will help me stay focused and on track, such as identifying the main problem, outlining a solution, addressing objections, making an offer, and having a strong call to action.
- Let the writing flow—I like to crank out the initial rough draft for the copy in one sitting. I find that my copy flows better when I write it all at once, rather than taking breaks and putting it together piece by piece. This allows me to get into a zone, and often times, new ideas will pop up as I write.
- Leave your copy alone for a day or so—Never finalize copy that you just wrote. You need to step away from it for at least a day so that you can come back and look at it with a fresh set of eyes. I promise you’ll see mistakes that you didn’t notice before.
- Edit for maximum impact—When you come back to edit your copy, don’t worry about grammar and typos just yet. The most important thing is the effectiveness of the sales message. Is it clear? Does it really speak to the reader’s problems? Does it answer their questions? Is any critical information missing or have you included things that don’t need to be there?
- Proof for errors—After you’ve fine-tuned the sales message, now you can proofread your copy for errors. Check out these 5 tips for proofreading your copy more effectively.
What’s your writing process? Share it with me by leaving a comment.