In the offline world, you’re used to seeing sales copy all over the place. In magazines, every other page is a full-page spread of selling products – usually with a visually stimulating image and a short amount of text.

You see billboards that do the same. Commercials on TV are a bit longer, but they use video and voice to convey their message. A lot of money is spent trying to convince consumers to take a chance on the products or services.

You’re going to find that writing sales copy for an online audience is much easier, even though the copy is sometimes longer than what you’ll find in an offline business strategy.

The Multi Media Face of High Converting Sales Copy

Here’s something that will either make you very happy or extremely terrified: sales copy online can be either text, video or a combination of the two.

When you start buying Internet Marketing products, you’ll notice that you’ll stumble on a variety of media formats. Some sales copy is nothing more than a video file.

The marketers who use this format often annoy customers and prospects by making the video autoplay, without a pause or rewind or fast forward button. The video doesn’t show how long it is, and you have no option to click a buy button until you’ve sat through the entire thing.
I urge you not to do that to your customers.

If you’re going to create a video only sales copy, then you can go about it in a couple of ways. You can record yourself talking on the camera to the prospect, or make the video a professional creation like where it’s animated or put together out of slides.

Keep the length to a manageable state. Under 10 minutes is probably best, but if there’s a reason to make it longer, like you want to show proof of your success, for example, then feel free to make sure it goes in-depth to cover all important aspects of the potential purchase.

The most important thing is to make sure your visitor knows what your product is, why they need it (or what solution it will provide for them), and how much it’s going to cost.

If you’re using a text-based sales copy, then you can make it as long or as short as necessary to get your point across. You have to find the right measure for your audience between informing and building trust and creating a buzz that energizes them to make a purchase.

One of the best things you can do is provide a multi-media sales letter for your audience. This is where you start off with a video and then put the text sales copy below it.

This is great because it caters to both audiences. You can put the same message in both the video and text or use the video as a way to introduce yourself and the product and gain a bit of trust before they head into the sales copy.

A Typical Layout for Text-Based Sales Copy Content

Whenever you start creating your first sales letter, it’s a good idea to visit the sales letters of the top sellers on sites like ClickBank. Take a look at how their layout is and see what resonates with you personally as a consumer.

Here is a typical layout for a sales letter, and you can make it your own by switching things around or adding or deleting certain items:

Headlines

You’ll usually have a main headline and 1-2 sub-headlines that serve as the main benefits of your product.

Sub-headlines will be used throughout the sales copy to break up the text and help the reader navigate the information better.

Storyline

You want to put some story – maybe your story, or maybe the story of a typical customer – right at the beginning. This helps the reader see if this product is going to relate to them.

Storyline can continue off and on throughout the sales copy as you pull the reader back into your evolution with the product or help bring them back into how it will directly affect their own situation.

Bulletpoints

Bulletpoints should be added into your sales copy that specifically lay out the most important things your product will cover. There’s no minimum or maximum, but about 5-10 bulletpoints work well.

Don’t be vague with your bulleted list. Don’t say things like, “Uncover an amazing strategy that will increase your revenue.”

Instead, be specific and say, “I’ll show you ten ways to revamp your AdWords ads so that your profits soar.”

Testimonials

Having testimonials is a great way to convince visitors to buy – but they have to be trustworthy. Don’t create testimonials from phony buyers and stick a stock photo up with them.

Instead, if you have no buyers yet, find 5-10 people you can give the product to in return for their feedback that you can use as testimonials on your sales copy. Or, start with no feedback and add testimonials to the copy as they come in naturally.

Bonuses

Near the end of the storyline for your sales copy, you should have a section to display your bonuses. Almost all products have freebies added to the mix. It can be 1-2 short reports where the topics complement the original product.

For example, for a diet eBook, you might add an exercise report. You can also add tools as bonus items. Maybe you have a calorie counter or online journal you can let them download with your course.

Pricing and Refund Policy

Your pricing section should fight back against any doubt they’re having in the product. Re-explain why it’s worth the investment and go over what they’ll be getting one more time.

At this time, offer your money-back guarantee if you have one. If you’re selling on a site like ClickBank, then it’s imperative that you have one anyway – for a full 60 days.

Order Button

The order button should depict the various forms of payment that you accept. Along with the eCover and bonus cover graphics you have on your site, the order button can promote branding of your product, too, depending on whether or not you hire a professional to create the minisite graphics for you.

Post Scripts

The bottom portion of the sales copy is very important. Many people bypass the entire sales letter and head straight for the post scripts so that they can have it all summed up quickly for them.

In the post scripts, you want to talk about the following things:

P.S. #1 should sum up what all is included in the package. Something like, “Remember, not only do you get the full PDF on how to make money online, but you also get the bonus on how to set up your WordPress Blog!”

P.S. #2 should urge the visitor to act now, like this: “I urge you to take the plunge today and get started building your business. Every day you delay is another day you’re putting off success!”

Sales copy can be sterile and hyped up or personalized and low key. You have to get to know what your niche loves and then cater to them according to how they respond.

Don’t forget that you can always split test your sales copy to see what performs best for you. Split test one element at a time, like video versus text, or one headline pitted against another headline.

Every time you notice an increase in conversions for one variation, keep that element and split test another one until you’ve maximized the way it results in sales.

If sales copy still makes you intimidated, then you can always save up and invest in a professional online copywriter who can craft the words for you. Or, hire someone to make a video sales letter for your product until you feel more comfortable doing it on your own.

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