Power Copywriting Essentials Lesson 1 of 7: Making Your Case


While the body of your sales letter or product offer has many components, it has one overall purpose: To make your case.

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In other words, this is where the actual selling takes place – where you prove that your offer is indeed the perfect solution to your prospect’s problem. If you made a bold claim in your headline, it’s in the body that you prove the claim.

It’s here that you describe the benefits and features of your product, stir desire in the reader, and perhaps put them in an emotional state. It’s in the body of your letter that you provide testimonials (further proof,) include a risk-reversal guarantee, and answer any objections the prospect may have.

How to Structure a Profitable Offer

Believe it or not, writing the sales letter is part art and part science. As such, you’ll find that most successful sales letters follow a standard format.
  • Below the headline, many marketers let readers know who is writing the letter. You’ll see notations like, “from the desk of John Smith.” Sometimes the marketer will display their picture here as well. Whether you do this is up to you.
  • Salutation or greeting. You’ll see openings like “Dear Friend.” While that’s standard, it’s also somewhat boring and can even put off those who are thinking, “You don’t know me! How can I be your friend?” - A better bet is to again qualify your prospect by addressing them directly. Naturally, if you’re sending personalized letters, or if you’ve captured their name via a “squeeze page,” you should address them directly by name. If not, use a salutation that identifies them as part of a specific group and captures their attention, such as “Dear Internet Marketer” or “Dear Football Fan.”
  • Your opening paragraph. Ideally, this should be short. You don’t want to make it look like work to read your first sentence and first paragraph. Indeed, all your sentences and paragraphs should be short and easy-to-read. If you haven’t already pulled your reader in with a promise of a big benefit in the headline (also known as the “big promise,”) then do so in your opening paragraph – preferably your opening sentence. 
  • The rest of the body consists of a series of easy-to-read paragraphs. This is your sales pitch that’s backed by things like bullets that emphasize the features and benefits of your product, testimonials from satisfied users and other proof, subheadings that emphasize other big benefits, a guarantee policy, a call to action, and an order button. We’ll talk about these components in more in future posts.
  • Your Closing statement – usually your signature. You may want to create a graphic of your signature that looks like you signed the letter with a blue pen, followed by your type-written name underneath. In other words, make it look like a “real” letter.
  • At least one P.S. The P.S. is almost as important as your headline, because people who skim your letter tend to read the headline first, and then skip down to the bottom of your page where your price and your P.S. is located. As such, your P.S. needs to act as a little sales person by re-emphasizing some of the biggest benefits and your call to action.
In short: Your sales letter will look a lot like a letter you might sit down and write to a friend. Indeed, when your prospect reads it, they should be able to feel the warm, conversational tone of your letter.

At this point the inevitable question comes up: How long should the letter be?

What Wealthy Marketers Know About Copy Length

When you look at what all you have to accomplish in order to convince a prospect to purchase your product or service, it becomes clear that you’ll likely end up with a fairly long letter.

And yet the debate continues to rage: Which is better, short copy or long copy? Those on the side of short copy say that "no one reads long copy anyway". Those who favor long copy know that “the more you tell, the more you sell.”

The ultimate answer of course lies in letting your real customers vote with their wallets.

In other words, track your conversion rates and test long copy against short copy for your offers.

However, in most cases, you’re likely to find that long copy outperforms short copy. The more objections you can lay to rest and the more benefits and features you can convey, the more product you’ll sell.

And what of those who say nobody reads long copy? Just remember this: Sales copy can never be too long, only too boring. If you make your copy about your reader, you won’t bore them.

Forget about how great your company is. No one cares.

They only care about what your product will do for them. Make your copy about your reader and his concerns and you’ll have your prospects reading your entire letter.

You already snagged their attention, and now you need to pull them into your letter and get them to keep reading right down to the bottom where they click on the order button.