When developing a website sales letter the writer should step away from the product/service and enter the though stream of the potential consumer. The writer has to establish the demographic they are catering for and the demands of the consumers they are choosing to target.
Our company was recently commissioned to complete a sales letter for a software product that targeted webmasters. Working with the client we completed split testing in an effort to maximise conversion rates. During the testing phase we achieved returns that were 0.7% higher from the sales letter that addressed the reader under the assumption that they had prior knowledge in the field. Although we achieved higher conversion rates from this approach we were still able to utilise the other sales letter under PPC terms which suggested a less savvy audience.
A problem that is prominent in most sales letters is that the writer attempts to cater for every possible consumer. This is particularly prominent in the B2B market where companies claim that their product/service is suitable for a wide range of businesses – big/small and from any sector you could possibly think of.
The fact is that a writer should aim to entice the consumer towards the suitability of their product through explaining functionality and benefit whilst allowing the reader to reach at least some conclusions at their own free will. During the development of a recent sales letter for a Lay-betting membership website, I refrained from quoting figures that outlined the owner’s lay betting revenues. Instead I drew on the fact that the website owner had several members of staff that he employed to “lay bets”. This would surely provoke the consumer to reach the conclusion that the owner had managed to achieve revenues that could support three people comfortably. In the copywriting services field this is known as “persuasive assumption” and can be powerful tool in converting the most cautious of website visitors.
A question that I am often asked by clients is how I am going to illustrate their product in a better light than their competitors. Many clients have asked me to mention specific companies and raise flaws in their product, services and claims. Although every sales letter should be written in a bespoke manner I would recommend that writers avoid this as a general rule. When a competitors name is mentioned the consumer is automatically compelled to consider the prospect of contracting with them. In order to outshine the competition a writer should inform the reader of a feature being a benefit of their product, rather than a weakness in their competitors.


Article Re-writing for Unique Content
With the rise of PLR articles and the demand for “unique content” many article publishers are now able to maximise ROI through reducing the copywriting expenses. PLR articles are purchased for under $1 an article and around 500+ websites may choose to publish the content. This gives rise to a multitude of problems.
> There is a saturation of websites with the same keyword density.
> Google and major search engines will not deem the content unique.
the Article re-writing allows the following issues to be resolved, meaning PLR articles can supplement high ranking web pages and target differing keywords which have less competition.
The first phase of any article re-write should involve the analysis and proposal of keywords. As traffic per article is the largest consideration from an affiliate / PPC distributors perspective the writer should target keywords where the competitions pages are optimised to a lesser extent. A PLR article on “Google” is going to achieve no direct SE traffic so the writer should opt to further categorise the article. An example could be an article called “Google Adwords Strategies”.
The next phase involves the re-writing of articles for which there are three methods. It is advisable that you speak with your SEO consultant and copywriter(s) to decide what method they would prefer.
Semi-Rewrite
1. Edit Title - Add/Remove any word(s).
2. Insert new paragraph at the start.
3. Insert new paragraph in the middle.
4. Insert new paragraph at the end.
5. Calculate if the UWCR is 25% unique or above.
5.1 Word Count for 2 + 3 + 4 = UWC
5.2 UWC / Total Final Word Count = X
5.3 X * 100 = UWCR %
Rewrite A
1. Edit Title - Add/Remove any word(s).
2. Edit copy so that “as a general rule” no three words are in the same order.
Example: “Spain is a European country positioned next to Portugal.
Rewrite A: Spain is in Europe and shares a border with Portugal.
Rewrite B
1. Edit Title - Add/Remove any word(s).
2. The writer should read a paragraph at a time and merely quote from memory.
Example: “I played sport since I was only 5 and basketball has always been my favourite.”
Rewrite B: …Basketball has to be my favourite sport but that is not to say I haven’t tried my hands at other sports…


Three Proven Steps that will kick start your Business
Did you begin the process of starting an Internet business weeks or even months ago, but stopped due to a variety of circumstances? This halt in your business venture may have been the result of personal illness, emergencies, or plain old procrastination. No matter the cause, you have a desire to start working on your Internet business once again. A million questions fly through your mind. Where should you begin? What are the first steps to kick start your business and get back on track?

Following are three proven steps that will help you get back into the groove no matter where you left off. These steps are crucial to any Internet business success and therefore apply to nearly every Internet business situation. You may have started or completed some of these steps. Make sure to review the status of what you have accomplished with regards to these steps.

Kick Start Step One: Turn on Google Adwords. It is one of the quickest and fastest ways to get your ads out there and bring traffic to your site. Verify that your Google Adwords account is set up properly. Check that you have paid Google Adwords with your credit card. Reactivate your account if necessary.

Do a search in Google to look for your keywords to make sure your Google Adwords program is running. Test and tweak your Google Adwords for at least two weeks. Look at it several times per week or per day if you have time. Monitor it to make sure that you have impressions and clicks to verify that your Google Adwords account is running.

Kick Start Step Two: Write articles. Your goal should be to write 10 articles to start with. Make sure you set a goal to write these 10 articles as quickly as you can. Once the articles are written then submit them to article submitters on the Internet. Make sure your article has a link that drives traffic to your squeeze page. Make sure to put http://www.yourdomain.com in the link so it is an active link. Put your link in your title, bio, or both.

Kick Start Step Three: Write a press release. Press releases should be about your squeeze page. If you have questions about writing a press release then check out www.prweb.com. They have a Press Release template you can use to write your press release. Or you can outsource the writing of your press release to a freelance writer on Elance.com. Include an active link to your squeeze page in your press release. Strive to send out one press release at least once every 10 days.

Use these three steps as a guide to get your Internet business rolling once again.


Matt Bacak became "#1 Best Selling Author" in just a few short hours. Recent Entrepreneur Magazine's e-Biz radio show host is turning Authors, Speakers, and Experts into Overnight Success Stories. Discover The Secrets To Unleash The Powerful Promoter In You! Sign up for Matt Bacak's Promoting Tips Ezine ($100 value) just visit his website at http://www.promotingtips.com or http://www.powerfulpromoter.com