Create the problem
From the very start of your sales letter, it should be clear what problem your service or product will solve for your customers. The sooner the reader can identify with the problem being written about, whilst being made aware that a solution is being offered the better. Hence, the importance of a very focused headline that indicates what you are offering.
If you have written an impactful headline that grabs your target audience’s attention, followed by an equally appealing subheadline, their curiosity will lead them into your first paragraph, and then the next, and the next and so on.
This is what the great Joseph Sugarman (One of America’s Top Copywriters) in his very insightful book The Adweek Copywriting Handbook: The Ultimate Guide to Writing Powerful Advertising and Marketing Copy classed as his 8th axiom of good copy-writing.
His 8th axiom out of 15 axioms of good copywriting states that: “keep the copy interesting and the reader interested through the power of curiosity.” He coined this process the “slippery slide”.
To make this process as effective as possible so that after reading the headline, your reader is compelled to read further past the subheadline, the first sentence, and so forth, Joseph Sugarman advice as per his 13th axiom: that “ideas presented in your copy should flow in a logical fashion, anticipating your prospect’s questions and answering them as if the questions were asked face-to-face.”
The whole purpose of the sales copy according to Joseph Sugarman is to “lead the reader” through a natural “flow” as possible that will address some of the questions you would surely be asked about your product – or service - if you were a salesperson and you were selling the product face-to-face” right until a purchase is made.
Hence, by starting from the outset, by presenting a problem to your reader, your are awakening their curiosity and making their need for your service or product personal. The effect is that it will position you, through your copy, as someone that relates to your readers because you have an insight into their problem.
As such your target audience can justify to themselves why they should carry on reading so as to find out how you will solve their problem.
The important point is that you should follow through with your sales copy and ensure that your product or service delivers on its promises. Thus, allowing for a mutual beneficial relationship where on the one hand, you will have individuals that are satisfied with the benefits gained from your services and products whilst on the other you will have gained their trust and repeat business in the future.
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Wishing you great success