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The most productive way to write your sales letter
Copywriting and storytelling help you save time and create a profitable promotion.
You’ve probably heard of the 80/20 rule. Eighty percent of your clients will come from 20% of your marketing. The final 20% of the effort you add to a project will move the needle from “good” to “great.”
I’ve picked up one important lesson from people who seem to be successful without putting in long hours: Spend your time on activities that are most likely to generate results. If you generate more leads from Medium than from social media, spend the time with Medium.
It seems simple, but it’s not always easy to put into practice. Often the less productive activities are easier and more fun. I particularly get tempted to create graphics for social media accounts.
When it comes to writing persuasive content, the most productive component is also the most challenging: the headline.
You probably know that 70% of readers will read the headline and skip away before reading the rest of the sales letter.
Most copywriters learn early: When the copy isn’t working, tweak the headline. Pro copywriters also spend more time writing the headline than the rest of the copy, because that’s the biggest payoff.
