Copywriting Part 5 – Sales Letter Body Copy
Features/Benefits
There has always been the great debate between some top copywriters screaming “State benefits not features” and others that say the complete opposite…
Well my simple solution was just state both!
This is where you really need to get creative and stick the meat in.
For example:
- Using this one particular everyday household product will take that stench out and have your front porch smelling like roses instantly!
- Once you use this little doozy NO stray cat will even dare set foot on your drive way let alone your front porch
You know the old saying… Curiosity killed the cat? Well using bullet points like this will drive your reader crazy with curiosity he probably won’t even think twice about ordering! He WILL want to know!
Oddly enough… I’ve even read sales pages where I’m not particularly interested in what they’re selling, but the bullet points have created so much curiosity I felt compelled to want to know the “great” hidden secret they had landed upon.
After stating what type of features it has… I would then progress into benefits…
Example:
- Imagine never having to feel the embarrassment ever again of inviting friends and family over
- Walking out onto your front porch to the smell of freshly mowed lawn etc… etc…
Bonuses
And if all that wasn’t enough to sweeten the pot… You slam on the bonuses.
Now, a fatal error I made in the earlier days is I didn’t add a value to my bonuses. When I was pulled up on it, I was asked… “Don’t you value your bonuses? Because if you don’t value them then why should your customers?”
It was a poke between the eyes… but a good one none the less! 
I usually bullet point some features/benefits of each bonus as well.
Next Step…
Guarantee
This is always a great debate… most say you “have” to give it a guarantee. I’ve tried both methods. I can clarify that a guarantee does pull more sales however I have also tested different methods of writing a guarantee to “lessen” the amount of refund requests that come through.
I’ve found that certain ways you put your guarantee can lessen the amount of refund requests.
But if you want the maximum possible amount of sales then tell them in your guarantee…
Example:
100% Unconditional No Questions Asked – NO if’s NO but’s
If you’re not completely happy with this product even if you so much as spot a cat hair within a 5 yard radius of your front porch then I want you to email me right away for a prompt and courteous full refund of your money!
I like to use these next paragraphs to let them know how much of a good deal they’re getting.
Usually comparing to what they might pay for this product else where and then ensure them they won’t have to pay that much from me for the solution.
Or another great line is initially making the price point higher eg. This is valued at $1,000 but today when you order you get all this including all bonuses for a measly $497.
This will usually give the reader a sigh of relief and excited that he is getting it at this bargain price.
Thomas Shay
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