Use This Writing Technique To Diagnose Your Marketing Problem

When I first started working on the Internet, I had no idea what a sales letter was. I figured they were something “other people” wrote.

A sales letter is a piece of copy, on a single page, promoting a program, product, or service. There’s no mystery about the mission. You know you’re being asked to buy, even though you might also be getting information and instruction.

Sales letters force you to think a new way.

Most copywriters agree that sales letters follow a structure. It’s not that hard to learn the structure, although you’ll find variations among copywriters and their recommendations. Today we’re seeing more video formats (sometimes with a video replacing the text completely) and shorter lengths, even on long-form copy.

But regardless of size or form, sales letters are beastly hard to write. Structure is just the beginning. You have to craft each component, often painfully, often with multiple revisions.

So why should you do this work?

The truth is that writing a sales letter — even if you just create a draft and get a pro to polish it up — will save you from a disastrous, wasteful marketing campaign. I now write one before creating a product or program and…