The #1 Mistake by Writers of Sales Letters

Facts, reasons, logical arguments, fascinating details and a great story all help you sell.

The fastest way to guarantee your letter is thrown in the trash is to use the typical empty hype-words amateur writers use all the time in their sales letters.

You know these words well — words like “amazing,” “incredible, “awesome,” the “best ever,” “blockbuster,” “colossal,” and the “greatest.”

With compelling facts, reasons and a good story to tell, there’s no reason to use these kinds of meaningless hype words. But these hype words are used so often that not only are they not attention-getting in the least, they have actually become trigger words that cause a reflex action in readers to stop reading immediately.

Most amateur sales letter writers think raising the volume and screaming at the reader is the best way to make sure the reader is listening — when actually it’s the surest way to cause your prospect to tune out.

Good copywriting does not imitate the approach of street corner huckster.

The best salesmen are those who have a knack for selling without his customers even realizing they are being sold. The instant your prospect sees that she is being sold something, the truth detector machinery in the brain goes on full alert and your reader becomes a super skeptic.

Who are you more likely to hire to do a job?

The fellow who is trying to sell you hard, the fellow who seems desperate for work? Or the fellow who does not need the job because he has plenty of business already, the fellow who must clear a spot in his schedule for you because his services are in such demand?

When Stephen King writes, does he use a lot of hype to generate reader interest? Does he scream at the reader? Does he say, “Okay reader, now get ready for the scary part, because this is going to be really, really scary”?

No, he simply tells the story. Readers are pulled along by the fascinating details, the mystery, the intrigue, the suspense and the storyline. This is how Stephen King gets people to stay up all night reading one of his 600-page books.

Great writers know how to hold the attention of readers without the empty hype. Study Stephen King, and how he holds your attention. You will then . . .

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Happy Improved Marketing,

Ben Hart