Revolves

A bold statement? First, ask yourself, what are headlines? What are their characterisitics?

Headlines have the job of providing the end user with as much information as possible, with fewest possible words, and in a manner that electrifies the heck out of him.

So, what has that to do with the REST of the sales letter? Conduct a small experiment on my behalf. Yes, it’s a small one, but don’t blame me if it takes a long time.

Take two aspiring copywriters. Let’s call them A and B.

Ask A to write an entire sales letter. Let him spend an enormous time on headlines alone, since it’s such an important factor.

Ask B to forget about headlines. Just ask him to write a sales letter, and tell him that you’ll manage the headline part.

Let days pass, months pass. Who ends up being a better copywriter? Guess…. The answer is A.

Don’t worry. I have an explanation to give too. You see, when someone writes headlines, he has a task of conveying more with less words. And at the same time, keep it interesting, or better, electrifying. He learns using words economically. Most of the people on Earth hardly use anything economically.

And this economic use of words, which is an art in itself, also manifests in the sales letter. His sales letter improves, because it also carries the same electrifying experience. No excessive words are used. Each word in the sales letter earns its right to be there. Calude Hopkins told in his Scientific Advertising that each word has to earn it’s right to be there in Direct Mail.

And what you end up with is a highly refined sales letter by a highly refined copywriter. And mind you, every sales letter does take a lot of revisions to get right. That’s true with any form of writing. Always look at an existing text and ask yourself, “Can I do it with fewer words?”.

Don’t waste time, and start today! You’ll soon become the copywriter every damn copywriter knows about. And if you need any recommendations on books to purchase to hone your skills, I had written a post a little while ago about it, which you can find below:

Copywriting Training – The Smart Way Of Learning

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• Long vs Short Salesletter – Both Of Them Are WRONG