We contacted Matt for a copy for our new products catalogue and it was a very good decision. He was extremely efficient throughout: he understood very quickly what kind of tone and style we needed, sent us a sample, was responsive and easy to work with throughout the process, and then sent the full copy on time with no changes needed. The final result is exactly what we expected â simple, elegant copy. Weâre definitely planning to use his copywriting services again![divider]- Metal Design Furniture Ltdwww.metaldesign-furniture.co.uk
We loved the way in which Matt wrote our brochure. His writing style matched our brand perfectly. Thanks very much for your excellent work!.[divider]- Indira C. Tasanwww.banco.ch
We were very pleased with the copy Matt supplied for our website. No changes were needed and weâll definitely be sending him stuff in the future. Weâve also given his name to our web designer who from time to time needs a talented copywriter to work on projects.[divider]- Karl Jenkinswww.pencilstreet.org
Great job ! Thank you for the copy. Itâs so simple, its brilliant. I see why youâre an expert copywriter. I look forward to working with you again.[divider]- Robert Moment, Life Coach and Authorwww.christianinspirational.org
This is exactly what I expectedâ¦..boy you are good! Mateâ¦.thank you so much. I am happy with all of it. I will definitely, want you to do follow up copywriting for me in the future.- Paul Birchwww.opportunity-dock.com
November 1, 2012 at 4:33 pm by Matt Ambrose
Ã¢â¬ÅA good headline gets your foot in the door of the readerÃ¢â¬â¢s mind. An unfortunate lead paragraph can cause you to lose a couple of toes.Ã¢â¬Â â Howard Newton, J.M. Mathes, Inc.
Where to start? Knowing how to starta sales letter is always a challenge. And so it should, because a weak opening can cost you dear. If it doesnÃ¢â¬â¢t maintain the interest youÃ¢â¬â¢ve painstakingly built with your headline, your readerÃ¢â¬â¢s interest can plummet faster than Felix Baumgartner strapped to a cannon ball. ThatÃ¢â¬â¢s if people continue reading at all.
Ã¢â¬ÅRemember that your readers will not go far along with you unless your first paragraph holds the attention and interest which your headline and layout have aroused.Ã¢â¬Â â Victor Schwab, How to Write a Good Advertisement
Nick Usborne recently posted about the problem of weak openings. He explains that the reason so many sales letters fail right out of the gate is because too many copywriters write before they are ready. They donÃ¢â¬â¢t take the time to distil their thoughts on their message, proposition and why readers should be interested before they put fingers to keyboard.
John Caples in Tested Advertising Methods compares the opening paragraphs to how baseball pitchers warmup. Theyâll sling a few down the line before they are feeling Ã¢â¬Ëred hotÃ¢â¬â¢ and ready to throw for real. So it stands to reason that the first few paragraphs of a sales letterâs first draft arenÃ¢â¬â¢t going to be putting firecrackers under anybodyâs chairs. The copywriter simply hasnÃ¢â¬â¢t had time to get into the zone and to get into the groove where they know what they want to say.
The only problem with a Ã¢â¬ËwarmupÃ¢â¬â¢ is that you canât expect readers to wait around.
Ã¢â¬ÅToo many miss their chance to make a sale by starting with a few introductory remarks that lose the readerÃ¢â¬â¢s interest instead of holding it.Ã¢â¬ÂÃÂ Ã¢â¬â John Caples, Tested Advertising Methods
Joe Sugarman in the Ã¢â¬ËAdweek Copywriting HandbookÃ¢â¬â¢ states that: Ã¢â¬ÅThe sole purpose of the first sentence in an advertisement is to get you to read the second sentence. That is all.Ã¢â¬Â ItÃ¢â¬â¢s part of what he describes as a Ã¢â¬Ëslippery slideÃ¢â¬â¢, where every element must be compelling enough that readers find themselves unable to stop until theyÃ¢â¬â¢re filling out the reply form at the end.
But what to write? One simply approach is to carry on the conversation started with your headline. ÃÂ Reward the reader for sticking around by telling them about some of the benefits they can expect to get from your product. But there are plenty of other ways you can get the ball rolling. Here are some powerful ways of writing sales letter openings:
These tried and tested ways of writing openings that are specific, fact packed, that arouse curiosity and create interest. For more ideas, flick through a magazine and see how they take you from the headline to the main body copy. But if you are still find yourself writing openings that feel like Ã¢â¬Ëwarm up copyÃ¢â¬â¢, try chopping out the first few lines altogether and dive straight into the good stuff.
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