Topic Description - Copy Writing is a science. Copy writing that converts is an art. Read on for some fundamental pointers. There are two major types of copy writing for online marketing: sales letter email or site copy. Each type of copy has its own purpose. In this article we will explore Sales Letter Email Copy and its objectives.
A) Get an Open - Getting an open is your first goal. Obviously, if the viewer does not open your email, they will have no opportunity to click…if they do not click, you will not get a sale, an action or a lead. The single item most responsible for the click is the subject line. When writing your subject line, think: “Would I open this if I was in the market for this item?” Since you will not (or should not) be targeting to prospects outside of your demographic, this is a good start. Below are some helpful tips to review.
> The subject should be no more than 7 or 8 words
> All words in the subject should be title cased
> The first part of the subject should be who or what the email is. Example: Office Supplies -
> The Second Part of the title should be an offer. An offer is NOT what you sell, but instead, what kind of discount you are offering. Example: Free… “Something” Coupon… “Something”! Can you think of the last time you saw a newspaper ad or television commercial without an offer?
> If the offer is a non-targeted email with the goal of attracting interest, then questions or statements work well. Example: “Arthritis Pain Bothering You? Get Relief!” Or, “Arthritis Pain Relief”
Example Subjects:
> Office Supplies - 50% Off On Paper, Ink Cartridges & More…
> Air Travel - 25% Off. Plus, Get Free Luggage
> Have A Few Extra Pounds? Lose Them FAST…
> Do You Have Questions About Your Insurance?
B) Get a Click - The body of the email can be in HTML or text. HTML has a track record of out-performing plain text; however, the downfall is that the email client software the prospect is using may not render the email correctly. A solution is to put the plain text below the HTML so that if it does render incorrectly, it can still be seen as plain text.
Understand that your prospect gets many emails everyday. The average person will spend less than 45 seconds on a commercial offer letter; therefore, you must get your message across, and you must get it across fast!!! Prospects will read very little text and will not wait patiently while images load. It follows that, if your image takes a long time to load, you will lose your prospect. Consider the size of any images you are including, and limit the amount of text you use; your prospect can read all about it when they visit your site. Remember: the goal of the email is ONLY to get a click; your site should take care of all subsequent actions. Below are some helpful tips to review.
> The very first thing the prospect should see is the offer headline. Try using large fonts. Stay in the range of 4 to 5 words and make them titled case or caps.
> Next: the description - Do not waste space here. Remember, your site has the details. Use one or two sentences and always get right to the point.
> Third: features - What is the feature of this offer? Again, let the site tell the story.
> Fourth: benefits - Above are the features. Now, how do your features benefit the prospect?
> Last: the offer must include a call to action - a deadline or expiration that will give the prospect a sense of urgency. If there is no sense of urgency, your prospect has no reason to click NOW!
> A very powerful little hint is the PS line. In the PS you can add other offers in addition to your featured offer. However, you do not want to take away from your main offer, so the PS should include only one sentence and a link.
> Link placement is key. Links should be placed in the feature: “to learn more visit URL,” in the offer: “to take advantage of this offer click here,” and finally, in the PS: “act now before this offer expires.”
Warnings -
> Some symbols and words can cause your email to be filtered. These include, *, FREE, and any words that mention sex or have adult language. If you include these, your email may be sent directly to the SPAM box.
> Some mass email programs will also cause your email to filter directly into the SPAM box.
Recommended Websites -
> http://www.akamarketing.com/free-ebooks.html
> http://www.directoryofezines.com
> http://www.ezinedirector.com
— By Greg Shepard
Greg Shepard writes and speaks about all facets of affiliate marketing including design, conversion, online advertising, and e-commerce. Greg is the CEO for NetTraction.com and AffiliateTraction.com. He can be reached at greg@NetTraction.com.