2 secrets components of sales letter every copywriter should know

Whether you're looking to start a freelance copywriting business or launch a new product or service online every single piece of sales copy you write needs a set of nine very specific components in order to make a compelling and effective. 

Now, it doesn't mean that offers that skip these 2 components will never make a sale, after all, all that really requires is an offer by this for this much. Hey, but a compelling high converting offer, it's like a delicious craft cocktail, sure you can have a shot of crappy tequila and call it a day. But that's not the call to make. And your chances of having another one are pretty low. 

 I'm going to share these 2 ingredients that will drastically increase your offer conversion rate and make people feel great about buying from you, with no purchase hangovers. 

These 2 secret compelling offer components are what I include in every single piece of copy I write for on-site conversions. So that's either an opt-in page or the goal was to get an email lead, or a sales page either a written sales letter or video sales letter where the goal is to make a sale, now here they are in the most effective order of sales flow component,

1. Headlines are strategically written attention-grabbing statements with the sole purpose of getting a viewer to engage with you in the case of writing sales copy. The goal of the headline is to get your prospect's curiosity, enough to get them to continue reading or listening at the end.

2. The Hook in copywriting, a hook is an idea that hooks the viewer's interest, you should open a loop with your headline and then continue on with that hook concept, as you begin your sales message, it should provoke emotion and help the reader identify with you. 

This is when your prospect's self so less, it's when they decided you're actually talking to them, that's what makes this the single most important component of any sales page, it's the hardest part to write, but it's also my most favorite because it's where you really get creative when it comes to the 8020 rule. This is the 20% of the copy that takes 80% of your time but it also makes 80% of the impact. 

Now before I talk about why I call this the ESA, I want to share a quote from TV producer and marketer Blair Warren, his famous one-sentence persuasion perfectly sums up the importance of a great hook, he says, "people will do anything for those who encourage their dreams, justify their failures, allay their fears, confirm their suspicions and help them throw rocks at their enemies, this component of your sales message needs to do at least one of those things". 

Now, why I call it an S hook is because this is most easily done in one of three ways story, science, or supposition.

Also Read, How Direct Response Copywriting Can Boost your Sales up to 10X