Whenever I’m staring at a blank screen wondering what to write, I always use this simple formula.
I never start with the headline – I find the best headlines are always pulled out of the copy – so attack that first.
So here’s what always gets me off to a flying start, shamelessly stolen from Bob Stone, out of his wonderful book Direct Marketing Methods.
- State the biggest benefit
- Give specific details (how much it will save, how long it will take, the hours it will save…)
- Give proof and testimonials.
- The offer.
- What will happen if they don’t act.
- Summarise the above
- Ask for action in no uncertain terms.
Pretty simple, right?
What I love most about it, is before you know it, you will have written lots to get your teeth into, so you can edit, edit and edit. And then edit a bit more.
You’ll be left with a strong letter.
Then there’s only one more step to do – add the 7 key emotions.
Any salesperson will tell you emotions are stronger than reason, and they are right too. That’s why it’s so important to lace your letter with them.
And next time, I’ll be going through all 7 emotions with you.
Best
Al
PS The formula above is a great way to get started – but there are lots of plates to keep spinning.
You’ve got to think of ‘nod factor’.
You’ve got to think of what you can say that nobody else can.
Then there’s the opening – get that wrong and you’re sunk no matter how good your letter is.
And you have to get these elusive emotions in there too.
But don’t worry. Stick with me and you’ll have it cracked in no time at all.
PPS Got any questions? Just mail me.