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Now that you’ve had a little time to put some distance between yourself and your copy, it’s time to get to work on rewriting it to make it even more effective.

The process of rewriting is simple. The first step is to write and add in any new ideas you might have had. The next step is to check your copy, correct any errors you might have made, and make any changes that will sharpen your sales pitch.

Here are the checking techniques you use to improve your copy:

* Make sure your copy is free of spelling errors. * Check your copy to make sure it’s believable.

Are all of your claims backed up with actual proof? Remember, the best proof is proof provided by an objective third party such as an independent study or a customer testimonial.

* Check the flow of your copy.

Does it move naturally from one point to another – all the way through? Understand that if your reader gets stuck or confused, they’ll stop reading your copy right away. There are few, if any, second chances.

* Your headers and sub-headers should give your readers a powerful overview of the benefits they’ll receive.

Readers often skim a sales piece rather than reading every word. Strong headers and sub-headers that pack a solid punch will go a long way toward persuading more people to read your sales piece.

NOTE: I’ll be showing you a whole lot more about headers and sub-headers when we get into the next section and re-create one of my sales pieces.

Measure your sales piece against your mission.

Is it consistent with what you originally set out to accomplish? Does your lead letter clearly work toward getting you that lead? Does your direct sales piece push hard for the sale? Whatever your mission is, make sure you fulfill it.

Make sure your sales piece is interesting.

If you bore your customer or lose their interest, kiss them goodbye!

Again, the best way to make sure your sales piece is interesting is to constantly show the benefits your customer gets when they use your product.

Customers don’t buy products or services. They buy results. You’ll never lose a true customer’s interest by appealing to their need for better results.

Make your sales piece easy to read.

If your sales piece is hard to read, your sales will drop drastically. This can happen when the physical format or the typeface you use is difficult on your reader’s eye. Or, if the content of your sales piece is unclear or difficult to comprehend.

Also, even when you’re selling extremely sophisticated products or selling to highly educated people, you need to keep your copy simple. All human beings understand a clear, direct presentation of the benefits they’ll get from a product. Keep your message simple, clear, and easy to read.

* Make sure the major benefit is immediately clear.

Don’t be subtle with your major benefit. Hit your reader over the head with it as soon as possible. It’s the very best way to improve your chances of winning the sale.

* Check your credibility building material and your proof.

Are they objectively substantiated? Are they stated from the perspective of how they benefit your customer?

* Check your guarantee.

Is it a weak, flimsy guarantee or is it a powerful tool for advancing the sale? Does it offer a time period that’s too short to prompt any real action out of your customer? Remember, a strong guarantee period of one year signals your customer that you believe in your product and stand behind it.

* Check your offer.

Does it sound irresistible? Does it put the burden of risk on your shoulders rather than your customer’s? Is it the kind of offer that would make you excited enough to dig into your wallet and part with your hard-earned cash right now? If not, rewrite your offer.

* Fine tune your close.

Does your close motivate your customer to the point where they want to drop everything else and take action right now? It has to if you’re really serious about squeezing every last sale out of your target audience.

* Does your sales piece end with a hard-working P.S.?

If not, you’re blowing a major opportunity to increase the number of sales you close. Some people may not

finish reading your letter but they’ll definitely read your

P.S. Think of your P.S. as your last chance to salvage these sales.

* Check all your links.

If the links to your secure order form and printed order form don’t work, you’ll never make any sales. Be particularly careful if you copy a link from one sales piece to another. Many times, I’ve copied links from a previous sales piece and forgot to change the link name. The result was that the link for my new product pointed to the order form for one of my old products. These are the kind of mistakes you want to catch before you go live with your offer.

* Is there anything else you can improve?

Here’s a great technique that I use all the time. I close my office door and read my sales piece out loud. This technique turns up all kinds of things that you wouldn’t catch by silently reading your copy.

Things like… Awkward points where the copy doesn’t flow… Improved ways to add more impact to selling points… A real test of how well your headers and sub-headers work… Fine tuning of copy – where you might move a block of copy to for better results… And all kinds of other solid improvements that only pop up by reading your copy out loud.

* Get feedback from other people.

Have your family, friends, and employees read your sales copy. Forget about whether they think it’s “good” copy. Forget about compliments.

Instead, ask them the following questions. Is the copy clear? Have them tell you what they think the copy says and what it’s telling them to do.

Find out whether they would buy your product based on the letter. If not, find out why not and correct the problem.

* Ask yourself the toughest question of all – then answer it with uncompromising honesty.

Sit down and read your sales piece. Then ask yourself the toughest question of all:

Based only on your sales piece, would you buy your product?

If the answer is no, go back and work on your sales copy some more. When your answer is a rousing “YES,” you have a winner. A powerful, persuasive sales piece that will get the action you want – meaning more leads, increased sales, and higher profits!

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Tags: ad, Copywriting, sales letters, Writing

This entry was posted on Sunday, January 17th, 2010 at 1:19 am and is filed under Copywriting, Home Based Business, Internet Business, Marketing, WAHM. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.