Internet Marketing Digital_marketing_for_dummies | Page 167

Source: http://www.crateandbarrel.com/w%C3%BCsthof-classic-ikon-12-piece-knife-block-set/s532597
FIGURE 7-3: A classic product detail page from e-commerce behemoth Crate & Barrel.
Writing a sales letter
Mastering copywriting is a bit like mastering a craft such as pottery or oil painting: It
involves a tremendous amount of art. That said, writing persuasive copy starts with
understanding the fundamental components of a sales letter. In truth, you can apply the
principles that comprise a persuasive sales letter to all your communications, including
emails, blog posts, presentation titles, and more.
A beginner can use the process we describe here verbatim, but as you become more
comfortable with the process, feel free to change it to meet your circumstances. A sales
letter, above all else, should be truthful and therefore might not contain some of the
elements outlined in this process simply because they don’t apply to your offer.
Here are the steps of the process required to write a well-crafted sales letter. You can refer
to this as a checklist to ensure that you’ve included all the essential elements of a
persuasive letter:
1. Craft the headline.
2. Write the subheadline.
3. Write the opening.
4. Show ease of use.