| By :
James Schramko
A website and the right keywords may bring in your visitors but a compelling and persuasive sales copy is the key to converting site traffic into sales. The acknowledged master of marketing copywriting was the late Gary Halbert. Halbert was a legendary copywriter who perfected his art while spending time in federal prison. Turning what could have been a disaster into an opportunity, Halbert used his time to hone his skills in writing sales copy that grab readers attention, tug their heartstrings and open their wallets. Halbert condensed his findings into a series of letters called the Boron Letters he wrote to his son. These letters eventually found a broader audience, and have been read and analyzed by marketing professionals the globe over. Halbert's letters contained simple yet powerful techniques in writing that every marketer should learn. Here are some of Halbert's tips: When in doubt, swipe Every marketing professional needs a swipe file. This is a file of sales letters and copy written by other people that you find to be particularly effective or compelling. You shouldn't, of course, plagiarize material, but you should be able to look at the letters, see what works and incorporate similar writing in your own efforts. Learn writing by writing Your efforts don't have to be perfect the first time out. Practice is the best way to hone your skills and to discover which styles actually work. Understand your product, and your audience Before setting pen to paper or fingers to keyboard, you should talk to the folks involved in making your product and potential customers. Find their passion, their wants, their needs -- and learn everything you can about the product -- to apply it to your sales efforts. Get as many eyes on your copy as possible When proofing a new sales letter, have someone else take a look at it. Try to see if they get the "I want to buy this" look in their eyes. If they do, you've got a winner. Find out where their heartstrings are, then pull them...hard Emotional appeals are the key to successful Internet marketing strategy. Find out what your customers' hopes, aspirations, fears, dreams and likes and dislikes are and write copy targeted to appeal to these feelings. You can get to where you want to go a lot quicker with emotion than reason.
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