How To Write A Sales Letter

Summary

In this video, Alex sharesTranscript Summary Request his 10-step copywriting process that he uses for every sales piece, from outlining to final submission. He covers each step in detail, including how to research, brainstorm, write hooks, and edit drafts. Alex emphasizes the importance of working with both the creative and analytical sides of the brain, stressing that copywriting is a multi-step process that can't be rushed. By the end of the video, viewers will have a comprehensive understanding of the steps involved in crafting a successful sales message.

Takeaways

• 😀 The 10-step copywriting process is designed to help writers balance creativity and structure.
• 😀 Step 1: Start with an outline to structure your sales message, with key points and sections.
• 😀 Step 2: Research and brainstorm a hook to emotionally connect with your audience using stories, statistics, or assumptions.
• 😀 Step 3: Write the hook with a focus on empathy and emotion; avoid editing during this phase.
• 😀 Step 4: Finalize the offer by clarifying the product, pricing, value, and urgency (scarcity).
• 😀 Step 5: Write the first draft by combining the hook and offer, focusing on flow and transitions.
• 😀 Step 6: Copy edit to find gaps, confusion, and irrelevant information; have someone else review your copy.
• 😀 Step 7: Write the second draft, refining language and sentence structure, ensuring readability and smooth transitions.
• 😀 Step 8: Proofread the copy by someone else to catch errors you might miss due to familiarity with the text.
• 😀 Step 9: Complete the final draft by adding important micro elements like testimonials, guarantees, and button copy.
• 😀 Step 10: Submit the final work in a collaborative document (e.g., Google Docs) to allow for feedback and revisions.

Q & A

What is the first step in Alex's 10-step copywriting process?

The first step is to create an outline. This is essentially a skeleton of what you'll be writing, with bullet points outlining the flow and sections of the sales offer, as well as key points for each section.

Why is researching and brainstorming the hook considered one of the most important parts of the process?

Researching and brainstorming the hook is crucial because it helps you find the right angle to grab the reader’s attention. Alex emphasizes chasing down stories, facts, and case studies to support the hook, which builds trust and rapport with the reader.

What is the significance of writing the hook without editing, as mentioned in step 3?

Writing the hook without editing allows for free-flowing creativity, ensuring that no ideas are blocked or dismissed prematurely. Alex advises against over-analyzing during this phase, as it can help generate genuine emotional content for the reader.

What is included in finalizing the offer (Step 4)?

Finalizing the offer involves detailing what is being sold, stacking up the value, outlining any bonuses, mentioning regular and discounted prices, explaining scarcity, and providing the ‘Reason Why’ for urgency, followed by a clear call-to-action.

How does Alex combine creativity and analysis during the writing process?

Alex balances creativity and analysis by dedicating separate time blocks for each. He handles creative tasks (like writing the hook) with full focus, often needing a full day, while analytical tasks (like outlining and editing) can be handled more quickly and in shorter bursts.

What role does copy editing play in the 6th step?

Copy editing is about refining the message by identifying and addressing any gaps, disconnects, or irrelevant information. Alex suggests asking someone else to review the copy to spot mistakes or confusing parts that the writer might overlook.

Why does Alex recommend using a thesaurus during the second draft (Step 7)?

Using a thesaurus during the second draft helps to enhance the sales message with more interesting and descriptive words. This ensures the copy remains engaging and flows naturally, making it more compelling for the reader.

What is the key difference between proofreading and copy editing?

Proofreading focuses on fixing spelling, grammar, and punctuation errors, while copy editing involves checking the flow and coherence of the message, ensuring no important details are missing and that the copy aligns with the intended purpose.

Why does Alex never proofread his own copy?

Alex believes that when writing in your own voice, your mind tends to fill in gaps automatically, causing you to miss errors. To avoid this, he prefers to have someone else proofread, ensuring all mistakes are caught.

What should be included in the final draft according to step 9?

In the final draft, Alex advises including all necessary components of a strong offer, such as testimonials, guarantees, and any micro-copy (e.g., button copy or page titles). It’s also important to provide guidance on how the copy should be displayed, including design elements.