If somebody were to ask you “what is the most important document in your business?” What would be your answer?
Most business owners just don’t have an answer to this question. In fact, in many businesses this document just doesn’t exist. Even if it does, it’s not taken as seriously as it should.
Some of you might think it is a business plan or a policies and procedures document or your legal documents. These documents are very important, no doubt about it. But they are not the most important document in your business.
The most important document is your sales brochure or your sales letter. A big majority of your customers are going to get introduced to your product or service only after reading your sales brochure. This could be an online sales brochure in the form of a web page or an offline sales brochure like flyers.
If your sales brochure does not communicate your message clearly enough then you are going to lose lot of prospective customers. People are just not going to purchase your products or services.
What goes into creating a great sales brochure?
Besides, the design of the brochure, you need strong sales copy. Sales copy is the words you put on the brochure. It is probably the most important part of your sales material. I get so many emails everyday and lot of times I just can’t figure out what the hell somebody is selling. How can I buy something when I don’t know what it is?
What goes into making great sales copy?
1. You must first and foremost catch the attention of the reader. This is done with a great headline. If your headline doesn’t catch attention. Then, forget about someone reading the rest of the document.
2. The body of the sales document needs to mention what your product or service is and how it is going to benefit the reader of the document. If your product or services does not benefit anybody, then it’s time for you to create a product or service that benefits somebody.
3. This is something most people forget. It is basic but people can forget this. You need to have a sentence on how people can contact you. And, what action you want them to take.
These are just some of the elements that go into the making of great sales copy.
I suggest that you learn the elements of great sales copy or if you don’t mind spending a few thousand dollars, to hire a great copy writer.
Some great books on copy writing
Scientific Advertising by Claude Hopkins
Confessions of an Advertising Man by David Ogilvy
Tested Advertising Methods by John Caples
How to Write a Good Advertisement by Vic Schwab
The Ultimate Sales Letter: Attract New Customers. Boost Your Sales by Dan Kennedy
Magic Words That Bring You Riches by Ted Nicholas
Million Dollar Sales Letters by Robert Collier
These are just some of the books on copywriting to get you started.
Let me know what you think about this article in the comments section below.
About the author
Vinil Ramdev is an entrepreneur, speaker and author of several ebooks. He is founder of StartUpGrowthExpert.com – An Online Magazine For Entrepreneurs who want to start and grow extraordinary businesses.
Hire us to write your sales copy and help you increase your sales. Click here to contact us, today!
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