After reading many bad and cheesy salesletters and many salesletters that I know convert well you might think that I was good at writing sales copy. After all, even before Brian Clark worked his magic on my salesletter, other internet marketers frequently asked me who wrote my original sales letter because they wanted to hire that person to write their sales copy. That person was me, but to this day I still felt that the sales copy I wrote was a bit (or maybe a lot) cheesy.
I am trying to write more sales copy and keep finding myself falling into the typical traps:
- Jargon filled verbose prose.
- Poor formatting and organization.
- Self aggrandizing.
- Too much focus on me.
- Features not benefited.
I have came up with an angle or idea to start from. Even though it may be true it still keeps sounding a bit weird. It is easier to talk about my book or some other random object that has been on the marketplace for years, but it is so much harder to personalize it and take ownership over something and talk about it as an extension of me. And then I wonder am I just talking about me for me.
Blog posts seem to write themselves for me. No so with sales copy. I find writing sales copy for myself hard. Especially if I am trying to write it for a new product that does not have any public feedback yet. The best I can do is use feedback on other public services and products I sold as a proxy for value, but it comes off a bit dis-jointed. Ultimately social proof and trust are what sells. But if you are just launching a new product it is tough to show social value on day 1, especially when you intend to iteratively improve your product based on customer feedback. Maybe I should ask a few friends look at version 1 and offer feedback to me.
Do you sometimes feel a bit weird or too self promotional when writing sales copy? What do you do to get past it? How do you make people want to salivate without feeling like you are spitting on something or someone?
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