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A unique sales letter has many benefits, but unique keyword content and increasing targeted traffic, to your website, are just two of them. Once traffic arrives, a great sales letter should do its job, but where do you start? Below is a system for building web copy that sells like a clone of your best sales person. Your sales letter must have a compelling headline. A successful headline is an attention grabber. Its primary purpose is to capture the reader's attention and entice him or her to stay on your website longer. Some of the classic openings for headlines contain phrases like, "How to, Discover, Insider Secrets, and Discover How." There is no limit to creative ideas for headlines, but these are just a few of the classics. Within a phrase, you are describing your particular service or product in simplistic terms, and possibly, making a unique visitor's "eyes pop out of his or her head." Some writers don't like enthusiasm or "hype," but let's talk for awhile about "dry" sales copy - it doesn't sell very well. Personally, if you don't believe in your product or service, try the dry approach. This is what business owners, who feel their field is too serious, will say: "Not in my business" and "my business is different." Perhaps, they lack excitement about their products and services. This does happen, and it is like a Ford salesman who drives a BMW. You have to "walk the talk," if you want your website to sell for you. Dry sales copy reads like a trade journal and puts us all to sleep. It will ensure that you are a "member of the pack." Now, if you want to think "outside the box," and possibly lead the pack, you can start by using some enthusiastic sales copy and "leap frog" over your competition, toward your success, achievement, and goals. Who really cares what your competition thinks? It is your clients or customers who help you pay your bills. Next, your sub-headline should further entice your reader by naming a top benefit, right away, or making another sensational statement. Both the headline, and the sub-headline, should have bold type. Sometimes it is good to have one in black and the other in red. A white background is more effective because this makes it easier on the eyes of the reader. © Copyright 2006 - Paul Jerard / Aura Publications
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