Sales letter: what’s the news?

Don’t start an ad or a sales letter until you’re absolutely certain you know what the news is. That is, what’s new, improved, different or exciting in some way about your product or your company? And what are the benefits to your customers? Ask yourself, “What’s the news here? Have I made it clear? Why should my customers care?” Once you’re certain you know what the news is, and what the benefits are, don’t bury them under a mountain of words somewhere in the copy. Put them right on top, so your customers get the power of your sales story right away. One of the most common mistakes  marketing professionals make is burying the news.

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