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Copywriting Expert Ray Edwards Gives His 4-Step Formula for Writing a Sales Letter

Mar 26, 2008
Ray Edwards is an expert copywriter who has written copy for virtually all the major Internet Marketing experts and the copy he has written over the years spans a very spectrum indeed. He has a very simple yet obviously highly effective 4-step process for writing an income-generating sales letter. Here are Ray Edward's expert copywriting tips:

1. Explain what you're selling

This is basically your headline and most of your attention has to be focused on crafting the right headline because this is the first thing that people will read and, in some cases, the only thing that people will read.

Dramatic results have been achieved in marketing results just by tweaking the headline.

And there's an evolution afoot. Video is increasing in popularity on the Internet and video headlines will be the next thing to become vogue.

Internet Marketer, Mike Stewart said in a recent interview that we are essentially an audio-visual society. The great advantage of using video is that you can target all five modalities at the same time.

"A two minute video done properly with a Direct Response approach, like the home shopping network does and they're master of it, I believe can convey a million words of information because you're hitting people with five modalities at the same time. You're able to control people's emotion with music. You're able to create sensations of realism with sound effects. You're able to hit all parts of their brains at the same time with visuals - multiple visuals. You're able to look them in the eye. You're able to build trust. You're able to demonstrate. You're able to give so much information."
Mike Stewart

And what Mike Stewart says at the beginning of the quote above is a critical factor in crafting an effective video headline. Ray Edwards recommends that it should last no more than 60-90 seconds. In other words, your video needs to be short and hard-hitting.

2. Here's why it's right for you

After the headline Ray says describe why your product or service is right for your target market. You have to describe the benefits of your product.

Speak to your prospects in a language that will resonate with them. Ray recommends getting inside the head of your prospects. Imagine a day in the life of your prospect.

What do they eat and drink?
Where do they work?
How do they travel?
Where do they shop?
What do they do for fun?
How do they speak?

And so on.

Your prospect wants to be understood. The more accurately you're able to build the picture of your prospect's life the more effectively you'll be able to communicate with them through your sales letter. This helps to build rapport and trust and this leads to sales.

3. Here are some questions you might have

People do not buy products or services. People buy solutions to their problems. As Persuasion Expert, Dave Lakhani, says, "People are looking for salvation" so you need to prove that your product or service is indeed their salvation.

When your prospect reads your sales letter they are going to have a a number of questions and a series of objections running through their mind. You have to anticipate the questions and objections and answer them in a convincing manner.

Get this right and you are left with a prospect without any further objections to buying your particular product or service and so they click on your order button with complete confidence and complete the sale.

4. Here's what to do right now

The next step that Ray recommends is actually instructing your prospect what to do next.

Some marketers seem reluctant to ask for the sale. The thing is you don't know from one prospect to another is at what point during reading your sales letter that they will be ready to purchase.

However, when they make that decision you don't want your prospects to have to go searching for an order link. That could result in you actually losing the sale. Armand Morin recommends asking for the sale 7-12 times!

Plus, you have to be very explicit in directing people what to do as they start the process of completing the order form. It may seem obvious but spelling things out will actually help to increase sales.

The point where a customer arrives at your order page represents a critical stage in the buying process. Many people actually have a change of heart when they get to the order page. So again, you need to ensure that the instructions for completing the form are very clear.

This is where audio and of course video on your order page can be very helpful in reassuring your customer that they are indeed doing the right thing by purchasing your product.

So there you have it. Put this simple 4-step copywriting formula to work and start crafting your high income-generating sales letters today.
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