Writing a Great Selling Letter Header

If you want to write large sales mailing addresses that prevent the deaths of the ideal outlook on theirs, so read the copy and buy it abundantly, then this post is one of the most important things I've ever read.

Okay, what's the most important part of the sales letter?

The bullets?



No, no, and no. Instead, the title of the sales letter.

Now I Know What You Think …

How can the most important thing in the whole copy be like your headline? Well, let's look at this:

No matter how good your offer is, what a tempting story you write, how strong your testimony is if no one reads your copy.

So the first "prize" that you should get when copying copies to your real readers.

This is done through your headline.

So far with me?

Good. Moving on.

So now you're writing a big sales mailing address?

Well, there's most people here:

During history, a swoop file is made of the most important headlines.

Good so far.

Instead of making these titles an inspiration for writing their own title, they literally literally punctuate them.

Only add and subtract some words here and there, so they relate to their own products or markets. And that's right.

On his face, you might think he's smart.

Once you work, it will work again, right?

Well, not so fast.

You know, there are reasons to work very well. And this is the case:

The writers who wrote them know their market well.

In particular, they knew two things:

1) How much do you know about your market's products?

(This included what the product did, the mechanisms involved and how satisfied they were with their problem or desire.) 2) He might have been alive.

In his book "Breakthrough Advertising", Eugene Schwartz, one of the great writers of all time, called this the "state of mind" of the market.

And you said you had to write the title of the market about the state of the market in your mind.

If not, then your sales mailing address will not return with your prospects …

And the people who bought you otherwise do not even read the copy.

Which would be the royal pain on the back side, right?

In any case, there are 5 different consciousness states conscious .

These are:

Section 1: Your prospect knows your product and wants it but has not yet bought it.

Section 2: Your prospect knows your product, but you do not want to buy it yet.

Section 3: Your prospects are NOT knowable about your product but are aware of the desire that the product will deliver.

Section 4: Your prospect does not know your product though you need it to be fulfilled.

Section 5: Your prospect is unaware of your product and does not know any need or desire whatsoever with your product.


You need to know what attention they are in this moment.


Because you need to use a separate "formula" for each section.

What are these formulas? Let me tell you …

Stage 1: Your prospect knows your product and wants it but has not even bought it yet.

This is easy.

All you have to do is enter the name of the product and the favorable price in your address.

People in this degree of consciousness will buy it.

For example, everyone knows what the iPhone is. And there are millions of people who want one, but have not yet bought to buy.

If the iPhone has written a headline that is as simple as saying: "The IPhone (whatever the latest model is) is now available at half price"

This is the case, most Product does not fall into this category. And if not, then that kind of label would be worse than my bullets after ten stubble sets.

That's a nice idea, let's move on …

Stage 2: Your prospects know your product but you do not want to buy it.

Things are somewhat more complicated …

But not much more.

Here, you just need to confirm your heading in one of the following 7 methods:

1) Reinforce the desire for prospects for the output to which the product can help.

2) Sharpen the image of the product while you are doing, as you look.

David Ogilvy's Famous & Rolling-Royce & # 39; The headline of the ad is a great example of this:

"At 60mph, the loudest sound in the new Rolls-Royce comes from the electric clock." Can you imagine rolling a Rolls-Royce?

Wonderful pictures.

3) Emphasizes when and where the view can be used and benefit from your product.

For example, I've never bothered Netflix.

Until I went to Thailand and watched movies in downtime.

I do not think I would be able to bring Netflix to my phone.

But do you guess what? I've seen a header about the existence of a Netflix mobile app and I could move movies from anywhere in the world.

Of course, I was registered because I was no longer restricted to viewing my movies in my bedroom in England – I saw them anywhere in the world anytime I wanted. 4) Emphasizes new documentation or evidence supporting product quality / effectiveness

5) Introduce a new mechanism for your product that is "performing better" than before.

6) Enter a new mechanism in your product that exceeded the previous limit.

Eg If a beer was a brand new ingredient that prevented hangovers, this company would be stupid if I did not mention it in their address.

7) Finally, you want to change your prospect on your product, remove it from competition and / or enter a new market.

Lucozade did this.

It was a drink when people were sick. Then he redeployed an energy drink that he could have daily.


Okay, this "Stage 2" was done by Scale of Awareness.

Go to Stage 3 …

Stage 3: Your prospect is NOT familiar with your product but is aware of the desire that the product can deliver.

Keep in mind:

If your brochure does not know your product yet and you do not know what to do, do not mention it in the title bar.

Got it?


Instead, you have to start with the DESIRE with the prospect.

The body copy has to prove that desire can be realized. Finally, they need to show them that the product is the best / only way to satisfy this desire.


Section 4: Your prospect does not know your product though you need it to be fulfilled.

This is similar to "Phase 3", so we will not spend too much time on this.

Here you want to name the necessity and / or the solution in the title bar.

Then you really want to rub the salt into the wounds so you can measure how much you need your needs.

And as before, it presents your product as a solution.

Section 5: Your prospect is unaware of your product and does not know any need or desire whatsoever with your product.

This is where the best writer is looking for money.

If your sales mailing address invites people in this category, you'll need more sales and more money in your bank.

The way you do it?

Well, as you may have guessed, you can not mention the product.

You can not mention the desire – they do not yet know.

Price? Definitely no. At this stage, the price is irrelevant.

So what are you doing?

Let's start (drumroll please) …


Yes, when you handle the market for this fifth section of awareness you first need to "call out" the market to identify your ad.

If they do not even identify him, they will not read. Fact.

Next, after you've identified your ad with your ad at the headline, do the following in the main copy:

First you need to know them about the problem or desire.

Then notice that there is a solution. And finally, just like before, make sure PRODUCT is the obvious solution

Anyway, this is the first thing you can upset. She was sure.

A lot of things have to be taken.

But if you manage one aspect of copywriting alone, your copy will transform 90% of your competitors more.

It means more money for you.

Source by Tom Andrews

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