by Jon Wuebben

“Direct Response” Sales Letter sites are the ones that have the long, scrolling Home page with the testimonials, positive, benefits oriented mega copy, multiple calls to action and no mention of price – until the very end.

Personally, I’m not a big fan of direct response sales letter type sites, but I know there are many out there that are doing well and there are many customers who have purchased products from them who are satisfied.

Because these sites are unique, there are certain ways to write them, and if you want to go with something like that, you’ll need to know how to do it well. The key with this kind of SEO copywriting is that you follow a specific formula in crafting the words. Here are the important elements:

1. Communicating with emotional appeals: all people buy based on emotion, but with this kind of copy, it rules the day. Essentially, you want to tap into the hopes, fears, anger, frustration, egos and/or pocketbook of your prospect
2. Allow your satisfied customers to tell their stories: explaining in detail why your product or service worked and how it’s impacting their lives every day.
3. Play on the Psychology of Human Intention/Persuasion: this is the device that wraps it all together

- Promising something early in the copy and repeating it throughout the communication – gets the prospect to commit.

- Getting them to actively participate in the communication – making it interactive. This involves having them answer a quick survey or a couple of questions right in the body of the copy.

- Placing phrases in the copy that tell them exactly what you want them to do, without it making it seem like you are, i.e. Don’t you want to enjoy the same good looks as others who buy “Revolution Hair” Thickening Gel and regain your youthful appearance? With this, you are telling them to “buy Revolution Hair Thickening Gel” right smack dab in the middle of the sentence.

4. Use Free Bonus Offers and Guarantees: Two to three free offers promised to them regardless if they buy or not – as well as the standard product guarantee - can be very powerful copywriting devices. You use these toward the end of the copy. For the bonus offers, make it something that has value and tell them what the dollar value actually is.

5. The Power of Effective Headlines and Sub-Headlines: It seems that we are all programmed at birth to be subconsciously drawn to headlines. They give us something to focus on at first glance, give us a reason to read on and make a promise. They help us through the mental process of making the decision to go forward with the rest of the story – or stop and go on to the next thing, something better that speaks to us. Bottom line – the headline and all the others that follow in this type of SEO copywriting SELL, over and over again.

6. The Close: Make it short, to the point and urgent. Give them a time deadline if you think that would help. And also – employ your call to action. What works well here? Stop Putting it Off! Start your Free 1 week Trial Now! Or Get Your Free Reports when you submit your email address below or Click here and You’re on Your Way to Instant Online Profits!

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