If you are a copywriter, avoid these 2 mistakes
When constructing your sales letter, avoid these two mistakes. The first mistake is writing a copy that most likely would be measured by amusement standard and not by salesman standard. You are a marketer, not an entertainer.
The best copy goes unnoticed. You don’t want your potential customer to read your sales letter and comment on how brilliant your letter is.
If you are writing for applause, you will go home with an empty pocket.
The second mistake is constructing a sales letter thinking of customers in mass. Although this is good if it helps you to understand individual reactions to the product, in my own view, there is no better way to write with a blurred view than this.
The best way to construct a sales letter is to put before you a typical buyer and construct your letter to gain his or her attention.
Your copy should be well simplified and constructed from the customer’s perspective. Report what your customer stands to gain buying the product or using your service.
This way, you analyze all the benefits of the product and like a fisherman set his baits to catch some fish, you dangle your bait in such a way that it spurs your customer to take action.
A copywriter is a salesman.