One of the most important parts of good writing is knowing and speaking to your audience. Many novice Internet marketers who attempt to write copy do not consider this at all. Rather, they simply craft a generic sales letter that sounds generally persuasive, but do not consider who will be reading it.
Unfortunately, this error can be a fatal one (at least as far as your conversion rates go). If you fail to speak to the people who are reading your sales letter, then your campaign is unlikely to be successful, no matter how persuasive you believe it sounds.
Sales letters should always talk to a specific person with a specific problem. Indeed, if you watered down the sales language a little bit, some could almost be viewed as a letter to a friend that makes a strong case for one particular product or another.
When you write sales letter--and do sales writing in general--this is something you, too, must do. It won't be easy at first, but it will definitely be doable. I personally recommend that you use this two step approach to accomplish it:
Step #1: Research Your Audience
Before you create any product at all, you should do some market research. You should find out who is buying the type of product you aim to sell; and what features and benefits they desire most.
However, if you have already started to sell your product, then there's a good chance you'll be able to solicit this information from your buyers. For instance, you could send out a survey to your list subscribers; or you could offer a discount on the next product you release if past buyers are willing to provide you with feedback about your ideas.
In addition to conducting surveys of your existing clientele, you should also visit forums in your niche.
Once you locate a number of promising forums, you should begin reading through the user-generated content to find out what people think about products in your niche. Try to learn how they feel and think about the products and question; and try hard to put yourself in their place.
As you go, take notes about your potential buyers. For instance, jot down things about their personality traits, their goals, their ideas; and their reasons for wanting your product. Is there some particular feature or benefit that comes up frequently?
Step #2: Write for Your Audience
It's one thing to understand who your audience is; and it's an entirely different thing to write for them. It's different because it requires careful thought, attentive writing, and a well-crafted, organized plan.
A good place to start is with the notes you took. Focus specifically on the image of a single individual who fits the "typical" buyer in your niche. Think about his or her interests. And fix yourself on his or her reasons for wanting your product.
For instance, does he want your product because it will increase his income, which will finally allow him to pay down his debt and attain financial security?
Or will the product improve some facet of his business in a way that will help him to gain admiration among his peers; and will help him to provide better for his family?
These are important things to consider when creating a description of your target buyer. And they are important qualities and motivations that you will want to refer to throughout your sales letter.
Now, using these notes, write down a list of "benefits" in bullet point format that describe what your target buyer wants most from your product.
When you write the sales letter, make an attempt to consistently refer back to this list, so that you repeatedly mention benefits that your target individual will find enticing.
If you do this correctly, you'll find that readers will increasingly connect to your sales pitches; and, over time, you should see the conversion rates on your sales letters increase significantly.
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