Copywriting: The Layout
A very important element of your copywriting is the layout used. The selection of a proper layout will prompt you to write in a logical sequence. A well planned layout will also facilitate a better experience for the reader, which hopefully culminates in a purchase. A sales letter also has an obvious headline designed to grab attention. Another important component is called the hook, which is actually a sub headline that is devised to elicit interest from the reader. The content of the sales page does follow the format of a letter in a way, in that it has a greeting and a separate body.
* The introduction should contain a description of the problem that you product solves, and it should be written in a way that the readers identify with the problem. You should sympathize with the readers while enlightening the readers on the magnitude of the problem.
* The next important part is the introduction of your product. It should be portrayed as the definitive solution to the problem. The copy should highlight the USP of the product.
* Exhibit the benefits: Highlight the benefits of the product to convince the customer that the product can solve their problems, pushing the customer one more step towards the purchase.
* Support the claims with testimonials: Making claims is one thing, convincing the customer of these claims is another. Testimonials help the customer to believe that the claims of performance in the sales letter are true.
* More benefits: Now would be a good time to reinforce the interest of the customer in the product by showing more benefits of using the product or service.
* Guarantee: To close the sale, it would be very helpful if there is a strong guarantee on the product’s performance.
* Call to action
* Order form
A subheading should be added in front of every section so there is a clear demarcation between the various elements. This demarcation has the property of piquing the curiosity of the reader and compelling him into reading more material, eventually making a purchase. The demarcation should be obvious and clear but not strong enough to make the transition from one part to the other an abrupt and uncomfortable one. It is obvious that creating a sales letter is a simple process if you keep to a simple and functional format. The whole layout should be well planned and the style of writing should be such that it appears like a letter written to a close friend that informally talks about a great product that could help him in a big way. A good initial plan and a logical and smooth structure goes a long way in the creation of great copywriting.
