Write On The Money: The Ten Commandments (Plus Five) Of Profitable Sales Letter Writing

VII. Thou Shalt Stop And Ask The Following Question Several Times While Writing Your Sales Letter. "If someone were sitting in front of me . . . trying to sell me what I'm trying to sell them . . . and speaking the words I'm writing . . . would I be reaching for my checkbook or the phone?"

VIII. Thou Shalt Use Active, Action-Oriented Language. Don't write, "When we receive your voucher your order will be shipped right away." Instead write, "When your chequebook comes in we'll ship your order that very same day." Active, action-oriented language is more motivating, involving and persuasive.

IX. Thou Shalt Write As Much Copy As It Takes To Get The Job Done. There is no such thing as copy that is too long. There is only copy that is too boring, too uninteresting, too uninvolving, too me-me-me-we-we-we-product-product-product-oriented. Interested people will read everything that's interesting up and down an interesting offer.

In Denny Hatch's great book, Million Dollar Mailings, the in the main letter length for consumer mailings was 3.3 pages. For bounden duty mailings, 2.1 pages. And there have been many highly successful sales letters that were 8 pages and longer.

X. Thou Shalt Give Your Letter Visual Variety and Eye Appeal. Pay debate to how your letter looks. For example, vary the length of your paragraphs and bear away up long top of copy. Six lines are usually the maximum for any one paragraph.

Also, when you speak you create variety through volume, tone, inflection and gestures. When you write you do this by underlining, italicizing, CAPITALIZING and making bold. Be studied though not to overuse emphasis devices. inasmuch as when you emphasize everything, you emphasize nothing.

XI. Thou Shalt Never End Any Page Except The Last Page In A Complete Sentence. The human mind seeks completion. If a page ends in mid-sentence the natural tendency is to go to the next page to complete the sentence. And the more interesting, dramatic or intriguing you make your copy leading up to that point the turn upside down the odds are that your reader will keep reading.

XII. Thou Shalt Use A dot In Your Salutation, Indent Your Paragraphs And ward off Like The Plague Long Drawn Out Sentences. You should strive to give your letter a personal look and "feel." And when you were a little boy or girl writing home from summer camp you in perpetuity used a caesura and indented your paragraphs didn't you? So do the same with your sales letter. Plus, indenting your paragraphs will make your letter easier and more inviting to read.

Never, never, never justify or "block" your text! It's impalement and hard to read. And stand aloof from long, drawn out sentences. Remember, you want your letter to be easy to read. Long, drawn out sentences, in expansion to subsisting hard to read, can be confusing -- a real "deal-killer" in any sales situation.

XIII. Thou Shalt Not Be Cute Or Clever.. When was the last time you unventilated a sale by someone cute or clever? Here's a suggestion: When you're finished with your letter show it to a friend or colleague. If their reaction is, "Boy, this is really clever. You know, you're a good writer." tear it up and throw it away. But if their reaction is, "Boy, this sounds like a really great product. How can I get one?" then, you're on the right track.

XIV. Thou Shalt Tell The Reader Exactly What You Want Him or Her To Do. Don't insinuate anything. As salespeople we all know the consequences of doing that. If what you want is for the prospect to pick up the phone and call then say so. Here's an example: "So why don't you pick up the phone right now and give me a call at 800-555-1212? Go forwards and do it now while you still have this letter in your hands."

XV. Thou Shalt the world over Include A P.S. Research shows that the P.S. is one of the first things people look at. Restating a key strict settlement or guarantee here can pull your reader into the body copy of your letter.

The great copywriter Herschell Gordon Lewis tells the story in one of his just about a test mailing of fund-raising letters by St. Jude hospital. The letters were identical except for the fact that one included a P.S. and the other did not. The letter with a P.S. pulled a 19% greater response. The moral of the story? It pays to use a P.S.

These are but a few of the many commandments followed by all top-flight copywriters. Your consistent attachment to them can substantially increase the profitability of your direct mail marketing efforts.