An amazing headline is the key to an amazing sales letter.
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The headline and the first paragraph must work hand-in-hand to convince the reader to fully read your sales letter. The headline's purpose was to grab attention and get the prospect to read the first paragraph. The first paragraph, then, has to funnel the reader into the body of the sales letter.
If this is not handled correctly, the reader will click away from your page and be lost forever.
I will show you how avoid that.
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One of the most common ways to start off a sales copy is with the salutation, like Dear Reader, or Dear Marketer, or whatever.
Well, guess what? This is totally what you’re NOT supposed to do.
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Imagine you are given the chance to meet with the most powerful, richest, most well-connected prospect your business could ever have. Making a sales to this person could send your business into the stratosphere. And losing the sale could torpedo you. This is a golden opportunity.
But there's one catch.
You only have one second to make your pitch. One second.
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I've mentioned the two secrets of a great headline: an incomplete story, and the key benefit. But there are other tricks that you can't afford to ignore.
Sure, you could write a decent headline without these tricks, but who wants to settle for "decent?" You want to write AWESOME headlines.
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Over the years, marketers have written millions of headlines. But I've learned that they can all be grouped into a dozen basic categories.
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