Last week I joined colleagues at Lorrie Morgan Ferrero’s one day copywriting workshop in Burbank. If you are selling information products online, or giving teleseminars, you will need to learn the basics of copywriting sales letters for landing pages.
Here’s Lorrie Morgan Ferrero’s copywriting steps for a sales letter:
- Research first – Identify the problem, agitate, solve
- Openings – open with stories- Stories are relationship building, lowers resistance, engages readers and connects with them
- Copy should be scannable, use subheadings and lists
- List the facts with bullets, features and benefits – State a feature, then say "so that…" and give the benefit of that feature to customers
5. FAQs – who, what, when, where, who, how –
6. Objections – why would someone not want what you’re selling?
7. Testimonials – use your best ones up high in the copy and spread the others throughout the copy
8. Order link inserted about 1/3 to ½ way down in the copy, not sooner because you need to make the case based on values and emotions other than the price
9. The product – picture them with it, how much better their lives are with it, benefits, paint the picture, and offer another chance to click and order
10. List the specifics of what they get
11. A guarantee
12. A call to action
14. Sign off
15. Final arguments, repeated in a P.S.
16. Go back and find a clever hook, write the headline (can use headline generator software or refer to headline referencing books)