Successful marketers use this well-established, step-by-step formula for all forms of sales copy, including direct mail, e-mail, and Internet promotions:
1. Get attention. Write an effective headline or teaser.
2. Identify the problem or need. Orient your prospect and put him in a receptive mood for what is to come.
3. Position your product as the solution. Use a quick transition to switch your reader from thinking about the problem to thinking about the perfect solution you offer.
4. Prove your product is the best solution. Provide a list of satisfied clients, testimonials, case histories, or a description of your product’s features and benefits.
5. Ask for the order. Present a clear offer and ask your reader to accept it.
(Source: “Complete Idiot’s Guide to Direct Marketing,” by Bob Bly )[Ed. Note: Mark Morgan Ford was the creator of Early To Rise. In 2011, Mark retired from ETR and now writes the Palm Beach Letter. His advice, in our opinion, continues to get better and better with every essay, particularly in the controversial ones we have shared today. We encourage you to read everything you can that has been written by Mark.]