"How To Improve Your Sales Copy To Get More Sales" 
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Bob Leduc

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How to Improve Your Sales Copy to Get More Sales 
Copyright 2005 Bob Leduc 

A few small changes in your sales copy can produce a big 
increase the number of sales you get from your web pages 
sales letters, and postcards. Here are 12 simple things you 
can do to improve the effectiveness of your sales copy - and 
increase your sales.

1. Make sure every part of your message focuses on the 
customer. Convert anything about you or your company into a 
customer benefit. For example, replace "14 years of 
experience" with "pleasing customers just like you for over 
14 years".

2. Write your message the way you would write to one person. 
Many people will read your sales copy. But each person will 
read it individually. Effective sales copy makes each reader 
feel like you are writing personally to him or her.

3. Communicate in simple and informal language. Replace 
words like "originate" with "start" and "receive" with 
"get". Use active words in the present tense to grab your 
prospective customer's attention and hold their interest. 
People stop reading if they begin to feel bored.

4. Convert technical words and phrases into common words. 
Use words every prospective customer will clearly understand 
without stopping to think.

5. Replace general words and phrases with specific 
descriptions. For example, replace a phrase like "get fast 
results" with "our new clients average 9 percent more profit 
in the first 60 days".

6. Divide long paragraphs into 2 or more short paragraphs. 
People read short paragraphs because they look easy to read. 
But they skim (or skip) long paragraphs because they look 
like a challenge.

7. Include some bulleted or numbered lists to make your 

  * Visually attractive
  * Easier to read
  * More clearly understood

8. Don't overdo the attention getters. Too much bold type, 
underlining or all upper case letters makes your message 
harder to read. Use them sparingly to highlight important 
benefits or features.

9. Eliminate anything cute, clever or humorous. It diverts 
the reader's attention away from your message.

10. Keep your message positive and upbeat. Positive copy 
usually produces better results than negative copy ...except 
in politics.

11. Make sure your message flows smoothly. Readers should be 
able to visualize what you're saying without noticing the 
words you're using to say it. Keep them engrossed in your 

12. Avoid sensation and hype. They lower your believability 
and cause you to lose sales. Tone down any claims that sound 
exaggerated - even if they are true.

Compare the sales copy you are using on your web pages, 
sales letters and postcards with the 12 strategies on this 
list. Revise your copy to implement those you overlooked. 
You will enjoy an immediate increase in the number of sales 
they produce for you.

Tip: Save this list and use it as a guideline the next time 
you create (or pay someone else to create) new sales copy.

Bob Leduc spent 20 years helping businesses like yours find 
new customers and increase sales. He just released a New 
Edition of his manual, How To Build Your Small Business Fast 
With Simple Postcards ...and launched *BizTips from Bob*, a 
newsletter to help small businesses grow and prosper. You'll 
find his low-cost marketing methods at: 
or call: 702-658-1707 After 10 AM Pacific Time/Las Vegas, NV

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