Writing a sales and marketing letter can be difficult to kick off. How is it started? How is it structured? What content? How personal?
All writers will suffer from writers block. Some will be plagued by it way too many times; but there is a way of overcoming the “Sales Copy Block”. Think of the principles of a good conversation. There is usually engagement, there is certainly an element of excitement in the topic, and generally one person will have a little bit more knowledge on the topic; there is usually one person that assumes the lead position, and at the very least there will be one strong opinion.
Lively discussions are enjoyable, and where there are adequate engagement levels, the conversation does not labour and is generally considered enjoyable.
It’s pretty obvious where I am heading with this, and the most obvious question is going to be: How do I have a conversation with my address list and make it personal. How can this be translated into a written format when my recipient list is several thousand (or tens of thousands) big.
My tactic is: Think of your ideal customer. This is the sort of person that you would welcome to do repeat business with you. They are not the angry or frustrated one, nor are they a complainer. You can be totally selfish here. Ignore everyone that you would not like to see again.
Now start a conversation with this imaginary customer. Record it.
What is it that you might want to tell them about? What new service or product are you introducing? Are you letting them know about trending information, or do you simply want to wish them the best of the season? Love the moment and don’t hold back.
Once you have concluded your discussion/conversation, play back the recording and start transcribing. You really should aim for less than 200 words to convey a point. You might find that even with the umms and ahhs omitted, your transcription might still be several thousand words. That’s OK. Be ruthless with the delete key.
At the end of the exercise you will have a concise sales copy about a product or service that you are passionate about and that you want to tell your ideal customer.
Don’t get too wrapped up in your ideal customer imagery. This technique (and it is one of many) is good to push you over the writers block edge. In reality, falling in love with your ideal customer might be a bad thing – you need the other customers, not because you want the agro, but you need the feedback, no matter what flavour it is delivered in.
Writers block? A thing of the past. Just start a conversation with your bestie.