There are several elements which play a part in the sales process. One of the most important is the words you use within your marketing literature, your direct mail letter or even on your web site. Some people naturally find writing easier than others but there are a few golden rules which if followed will ensure that even the most reluctant copywriter should be able to turn readers into purchasers.

Step into the mind and the shoes of the person reading your copy
Put yourself into their position and make sure that everything you write is  designed to meet their needs, wants, wishes and desires.

Keep it simple
Don’t use language or sentence structure any more complicated than you would use in a normal, everyday conversation.

Benefits, benefits, benefits
You must focus on the benefits of what you are offering, rather than the features of the product or service. When you buy a new hi-fi, you’re probably not interested in how it was made or how many wires it has (features) You’re interested in how it will sound (the benefit). If you buy a new chair, you don’t really care if it took three years for a man in China to make it (a feature) You’re interested in how comfortable it’s going to be (the benefit) So all of your copy should focus on the benefits.

Remember the magic word – YOU
By continuing to use the word ‘you’ in your copy, you are forcing yourself to have a personal conversation with the person reading it and for the reader to feel that you are addressing them directly.

AIDA
Follow this classic rule of copy writing and you can’t go too wrong. AIDA stands for
Attention
Interest
Desire
Action

All of your copy, whether it’s a letter, brochure or email, should follow this simple process. First you need to get their attention – this normally happens in a headline. Then create some interest. You then need to turn the interest into a real desire for your product or service. All of which is useless if the reader does not take action. So make it very clear what action people need to take to begin a relationship with you