How to Hold Peoples Interest throughout those Long Copy Sales Letters

People tend to read your ads and sales letters in 2 different ways:

1. Word For Word

2. Skim through it and see if anything catches their eye

Which is the exact reason why you should incorporate at least 2 sub-headlines per page.

You see, many people will skim through your ad or sales letter because they may be short on time. But if something catches their eye, it will hook them back into your pitch.

So how do you generate sub-headlines?

Can you remember my suggestion in an earlier issue to write 30-50 headlines? Well, of course as a result of this, you can only choose 1 headline.

However, you'll find you have created a bundle of other ones you can use as sub-headlines.

Nothing will help you understand this like an example. So let me give you one:

Recently, I created a sales letter for one of my clients.

Here's the opening line (before the headline): Discover the fortune that lies hidden in your salary?

Here's the headline: "Here's A Quick And Easy Way To Get Started On YOUR Road To Real Estate Riches?"

And here are some of the sub-headlines...

Real Estate has been responsible for more millionaires over the last 60 years than any other form of investment!

It's a shame for you not to create financial freedom through Real Estate When These People Are Doing It So Easily

How the next 5 minutes can get you started on the road to financial freedom, so you can laugh at money worries in the years to come

Now think about it. If you were flicking through a sales letter and saw the headline:

"How the next 5 minutes can get you started on the road to financial freedom, so you can laugh at money worries in the years to come?"

There's a good chance it hook you back into the copy, isn't there?

Now I thought of the idea for every single one of these sub-headlines while in the process of writing the main one.

So make sure you get busy writing those headlines ;)

Scott Bywater
Copywriting That SELLS
http://www.copywritingthatsells.com.au

1300 88 21 91 / + 61 2 9282 6445
Level 12 / 418a Elizabeth Street
Surry Hills, NSW, 2010
Australia

Scott Bywater is a professional direct response copywriter and the author of Cash-Flow Advertising. To get a complimentary copy of his special report '7 Ways To Increase Your Turnover... No Matter What The State Of The Economy' (valued at $29.95) and a free subscription to his "Copywriting Selling Secrets" ezine where you'll discover how to write ads and sales letters that make people line up and practically beg you to do business with them visit his web site at http://www.copywritingthatsells.com.au

Three Tips For Magnetizing Your Copy

The difference between good copy and great copy is the... Read More

Be That Copywriter Everyone Wants to Work With

So many copywriters think that it's enough to be a... Read More

Touching the Prospect?s Emotions in Your Sales Letter

Your prospect has emotions? and you MUST touch these emotions... Read More

Getting Over Copy Shock

A few weeks ago I wrote some copy for a... Read More

Writing For Sex Markets

Many professional freelancers will go their entire career without ever... Read More

Top 3 Rules for Writing Effective Copy

One thing all successful Internet marketers have in common is... Read More

Sales Headline Copywriting ? Two Quick Steps to Success

Get a Good Start for Sales SuccessThe headline to a... Read More

How Cliffhanger Paragraphs Capture Readers

About 50 years ago, movie serials kept theater crowds coming... Read More

More Insider Secrets to Great Copywriting - Judging Your Target Market

This week we're going to reinforce the training that Recruits... Read More

Headline Writing Can Lead To Fortunes: Here Are The Basics Of Writing Headlines

Headlines attract attention. Headlines generate interest. The time spent writing... Read More

10 Tips for Aspiring Freelance Copywriters

Every week I receive a couple of emails from people... Read More

Should You Use Testimonials When You Create A Web Site?

You've probably seen web sites with testimonials - they can... Read More

Step One for Copywriters: Understand WHAT to Say

Find a passage of poorly written copy, and chances are... Read More

Lapsed Donors: How to Write a Fundraising Letter That Wins Them Back

Your definition may differ, but I define a lapsed donor... Read More

So Youve Decided to Hire a Freelance Copywriter - A Guide to the Collaboration Process

Whether you're an executive or a small business owner, chances... Read More

How Ghost Writing Articles And Booklets Can Earn You Big Money!

Do you want to make $5000, $10,000 or more every... Read More

How to Write a Sizzling Sales Letter, Part 1

When you sit down to write a sales letter to... Read More

Keeping It Real: The Only Copywriting Trick That Works

Much of today's accepted copywriting wisdom comes from old books... Read More

Killer Business Headline Templates - So How Do You Write Killer Headlines in Minutes? You Cheat!

According to Branding and Advertising legend, David Ogilvy: 5 times... Read More

Five Keys To Leaner and Meaner Copywriting

Grab 'em and don't lose 'em. Every marketer knows that... Read More

Power Keys To Writing Power-Packed Marketing Copy

In order to maximize your sales efforts and fully seize... Read More

Advice From Successful Freelancers: Starting & Maintaining A Freelancer Career

For the e-book, Advice from Successful Freelancers: How They Built... Read More

Copywriting FAQs

One of the biggest challenges a copywriter faces is to... Read More

Custom Writing Services: Market Overview

Market identification Custom writing services market is a sector of... Read More

How Not to Write a Press Release

Several years ago, when I was working for an agency,... Read More