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You do that by giving them proof that what you're telling them is true (for example, by backing up your arguments with scientific data or presenting testimonials from other satisfied buyers). Now you have to make your readers feel comfortable about their decision to respond to your offer. They may be concerned that they may do something they might later regret.

Even when you make great argu­ments for your case, people may still be a bit skeptical. This is where you lay out all the benefits they'll experience if they take the action you want them to.Ĥ. You have to get your readers to understand what your product will do for them, or how good they'll feel if they do what you suggest. This requires that you go beyond merely describing your proposition. You must impel them to take the action you're going to propose. Readers should long for your product, or feel motivated to give to your cause, or desire to do whatever you're trying to influence them to do. Here you move past the intel­lectual and into the emotional. You prepare your readers to see things your way by giving them the groundwork of information upon which your arguments will rest.ģ. This is where you lay out your basic prop­osition, presenting the important features and some of the nec­essary details. Now you have to introduce readers to what you're all about - what product or idea you're trying to sell them. Without that, readers may cast the letter aside or click to the next website before you get the chance to present your case.Ģ. They're in an "internal conversation." Somehow you have to jump into your readers' existing train of thought so they're immediately interested in and curious about what you have to tell them.Ī good opening will get through and motivate people to read the rest of what you have to say.

Or they're just aimlessly surfing the web, while their background thoughts are about how depressed they are or what that cute guy at work thinks about them. Or they want to find the perfect gift for someone. They're looking for information on a specific topic because they have a problem they need to solve. When your readers first view your ad or website, they're probably thinking about something in particular. You need to start off with something that will immediately capture and hold your readers' attention. Think of the following six points as a kind of " Sales Letter Writing 101." These are the six components that legendary ad copywriter Robert Collier believed to be the basis of every great sales letter - although it's not necessary for them to always be presented in this order: Nikadaġ. Buy it now from Amazon | Barnes & Noble | iTunes The following excerpt is from Craig Simpson's The Advertising Solution.