Robert J Farey

COUNT DOWN TO AN ARTICLE.

There are hundreds of books ... to teach you how to writea good sales ... If you were to read them all it would be possible to distil allof the ... into a 'What to do list

There are hundreds of books available to teach you how to write
a good sales letter/advert.
If you were to read them all it would be possible to distil all
of the recommendations into a 'What to do list' similar to the one
below.
This list is not exhaustive. No two people would set it out in
exactly the same way.
It would be quite possible to extend the list a great deal further.
This is my version. It works for me. It could work for you.

COUNTDOWN TO AN ADVERT

The headline must grab the readers attention. Make a promise
or offer a benefit.
Expand the headline in the lead paragraph.
Don't waffle. You must hold the readers interest.
Make sure that any information that you give is useful.
Make sure your product is of interest to this particular
audience.
Stress all of the benefits, As many as possible.
Curiosity creates interest.
Solve your reader's problems.
Talk to the reader as a person.
If you make a promise, make sure you keep it.
Decide what you want your readers to do next and ask them to
do it. Make it easy for them.
Ask for an action, 'click here, buy now' etc.
For more information, 'Do this. Do that. Go to.'
Make it easy to sign up. In the copy and at the end of the
copy.
Offer a freebie for signing up. (Make sure that it is
relevant and of high perceived value.)

Ensure that any links in the copy are working properly.
If you are using an autoresponder, give them a way of
contacting you. Your email address at least, your phone
number will give people confidence.
If you feel that I have left out something of importance,
let me know. I would prefer that you email me but my phone
number is there if you should need it.

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