11 Client-Generating Copywriting Tips

By Eric Ruth

1. Start with a headline. Right up front give your services or products strongest benefit. Make a promise in your headline, and then explain how the promise and benefits work to the customer's advantage in the body of your sales letter.
2. Tell a story. Give a little of yourself in your sales presentation. Let the reader know you, your hopes and dreams. Share the disappointments you encountered along the way, and divulge how you overcame them. Nothing endears a reader and turns them into a customer quicker than knowing who they're handing their money to.
3. Sell your service or product hard. Grab your best benefits and assemble them into easy to skim exciting mini bulleted headlines. I've often purchased products after reading the first three benefits and seeing one or two I need.
4. Give the reader something to think about. Present them with questions that keep them interested and make them think. "Are you ready to finally take charge of your health and fitness"? "Are you willing to invest in a healthy future?" "Can you really afford to walk away from this offer"?
5. Sell your service or product with confidence. Assume that anyone with any sense is going to buy. Use phrases like "With your order today." This is an assumptive phrase. Everyone wants to act like they know what's going on, and some will even feel wrong not having what you offer because your sales letter presents it like there's no other option for them.
6. Write your sales letter from your customer's perspective. Put yourself in his or her shoes as you compose it and really feel what someone desperate for weight loss/fitness is feeling.  EMPATHIZE.
7. Place strong calls to action and offer additional bonuses for ordering now. You'll see this on every infomercial you watch. Bonuses worth ten times the cost and large flashing letters that scream order now! A call to action instructs to act now, and it works! Plus, if the potential customer doesn't order at that instant, chances are slim they'll make the purchase later (without additional follow-up).
8. Give multiple ordering options/methods of contact. Make it easy to pay. Create a mini headline for your order form and restate the benefits and everything they get on the order form.
9. Appeal to the reader's dream. Center in on what they hope to accomplish, and tell them how you're going to give it to them. Address their dreams and you've made yourself a customer.
10. Use testimonials to build credibility.  This is very important, even when marketing to your past clients who already know you.  You should use testimonials that address various objections your prospects might have: i.e. price, time, results, your personality, etc.
11. And finally, offer a strong satisfaction guarantee, and you've got a sales letter that grabs the reader by the throat and doesn't let go.

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