Sales Letter Copywriting

There are many forms of copywriting, but sales letter copywriting is the field that is perhaps the most critical - with potentially millions of dollars hanging in the balance. A great sales letter can generate a vast number of sales, while a poorly-written one can result in dismal failure.

People often question whether long copy or short copy is better for sales letter. The correct answer is whatever gets the highest response. In fact, you should always write multiple versions of a sales letter and test to see which gets the best results. Testing is an integral part of the copywriting process for sales letter writers, and should not be underestimated.

In fact a good writer will always be testing different variables to see what gets the best results - a new headline, different bullet points, a new call to action - there are hundreds of options you can test. Better still, the results are cumulative. If you get a 10% improvement in one test, and an extra 10% in another, those compound to deliver a very considerable improvement overall.

The design element of a sales letter should not be underestimated, either. While the copy is the most  critical part, the design can certainly influence how a page is perceived, and whether the copy is even read. There is no point in a writer spending hours poring over copy to get the best results, if the visitor clicks back in horror when they see an amateurishly designed page. And the higher the value of the product, the more important this issue is.

A good sales letter is a balance of great copywriting plus excellence in design. The two work in harmony to create a positive impression, and first impressions really do count. Remember, if you are selling online, then your customers cannot touch and test the product - so your sales copy and design have to do all the selling work between them.