Business-to-Business Copywriter
Don't Write Sales Letters Like This...
by David Coyne
by David Coyne
From the World's
Highest-Paid
Copywriter
Highest-Paid
Copywriter
This is where so many of these faceless banks (and their ad agencies) go wrong. They simply don’t understand the art of writing a sales letter versus creating other advertising.
A vice-president usually signs these sales letters, but frankly the vice-president’s dog could sign them and no one would know the difference. The letters reveal nothing about the author. They simply reinforce the perception that banks are cold and impersonal institutions.
A sales letter is the most intimate of ad mediums. You’re addressing the reader personally. It creates rapport with him that you just can’t create with other advertising.
To write effective sales letters, remember to...
--Reveal something about yourself that could help the reader identify with you. Perhaps share a problem or mistake you made.
--Use the pronoun “I” in the letter. You don’t want the letter to be all about you, but you want the reader to feel that a real person, not an anonymous voice, is addressing him.
Make the effort to understand the strengths of the marketing mediums you use and exploit them to their full potential.
David Coyne is a copywriter and consultant specializing in business-to-business and alternative health. http://www.b2bcopywriter.net
http://www.healthcopywriter.net
A vice-president usually signs these sales letters, but frankly the vice-president’s dog could sign them and no one would know the difference. The letters reveal nothing about the author. They simply reinforce the perception that banks are cold and impersonal institutions.
A sales letter is the most intimate of ad mediums. You’re addressing the reader personally. It creates rapport with him that you just can’t create with other advertising.
To write effective sales letters, remember to...
--Reveal something about yourself that could help the reader identify with you. Perhaps share a problem or mistake you made.
--Use the pronoun “I” in the letter. You don’t want the letter to be all about you, but you want the reader to feel that a real person, not an anonymous voice, is addressing him.
Make the effort to understand the strengths of the marketing mediums you use and exploit them to their full potential.
David Coyne is a copywriter and consultant specializing in business-to-business and alternative health. http://www.b2bcopywriter.net
http://www.healthcopywriter.net
The only financial sales letters I receive on a regular basis are offers from banks pitching their credit cards. As far as copywriting goes, these letters are truly terrible. Every one of them has the same style.
If you remove the salutation from the top of the letter and the signature at the bottom, it’s really just an ad, not a sales letter.
If you remove the salutation from the top of the letter and the signature at the bottom, it’s really just an ad, not a sales letter.