We writers might not think of ourselves as copywriters, but when it comes to developing blurbs, back cover copy for books, sales pages on our websites, and even query letters and proposals, when you think about it, there’s a lot of sales writing to be done.

If you’re a writer and you want to sell your work, you have two choices when it comes to sales copy: (1) hire a copywriter, or (2) learn to write good copy. Since you already know how to write well, why not put those skills to use and write your own sales copy? So, let’s get started leaning how to write awesome copy!

There are three main characteristics of good sales copy:

1 – It’s fun to read.
2 – It’s memorable.
3 – It gets your target audience even more excited about the market than they already were.

It’s easier to write sales copy when you divide it into it’s four main components: the headline, the open, the pitch, and the close.

The Headline

I wrote a post on writing effective headlines at my blog about blogging. The main difference between writing blog post or article headlines and sales copy is that in addition to using the headline to grab the reader’s attention, copy headlines should also sum up the exact end result your audience wants to achieve. A little shock element never hurts a good headline, either. (Think: tabloids.)

The Open

The open is the “Here’s What I’ve Got” part of sales copy. It should, first and foremost, grab the reader’s attention, and continue on to bond with the reader, catering to her wants, needs, and fears. The open goes on to explain what your book, story, or article is about and how it will solve the reader’s problems.

The Pitch

Follow up the “Here’s What I’ve Got” with the “And Here’s What It’ll Do for You” section of your sales page or query letter. A good pitch will address and eliminate possible objections. Some copywriters entertain the reader with a story during the pitch section. Another common pitch practice is the use of bullet points that reiterate the important solutions your book will provide to the reader’s problems. In longer sales letters, the pitch portion often includes “social proof” in the form of testimonials and/or case studies.

The Close

Finally, end with the “Here’s What You Need To Do Next” section. Be straight forward and let them know exactly what it is you want and what you want them to do.

• Click the book cover image and you’ll be taken to Amazon.com where you can order my newest book.
• Fill out the form in the right sidebar and you’ll be added to my email newsletter list.

A little urgency is sometimes in order, but don’t get melodramatic. And if you haven’t yet revealed the price or any bonuses you are offering, this is the place to do that.

This post is simply an overview of the components of good copy. For a more in-depth look at each element, go ahead and sign up for my newsletter using the form to your right. You’ll instantly receive access to two of my most asked for workshop presentations, and shortly afterward you’ll start receiving more marketing training, including detailed articles about each of the four elements of sales copy.

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