How To Get To The Point In Your Sales Copy

Yesterday I was going through a 7-Step Sales Copy Overhaul

with a client of mine - www.KingOfCopy.com/salescopyreview -

and he was having a bit of a problem "describing" what he

was selling. He couldn't seem to find the right sales copy

so he could "get to the point" describing himself or his

selling process.



Frankly, he was selling himself short, by cutting his sales

copy and his descriptions short, because he wanted to make

sure he was "getting to the point" quickly enough.



You see, we've all been conditioned throughout our lives,

to... "get to the point".



Early on in your career when you first started selling, your

prospects knew they had leverage over you and so they

demanded you "got to the point".



When you were little and you were trying to explain away one

of your episodes of mis-behavior, your mom or your dad

would say "Come on, get to the point."



And while "getting to the point" may be all well and good

when the person you're speaking to, actually understands

what the point is...



Getting to the point too quickly in your sales copy, usually

leads to...



Disaster!



See, my client is a bright guy... he has an excellent

understanding of his own product... and he was keenly aware

of what he was missing -- but he just couldn't put his finger

on exactly how to fill in the gaps and what to fill them in

with.



And because he was concerned about "getting to the point" --

and because by nature he tended to be on the quiet side...

he wound up short-cutting critical descriptions about the

products he was selling.



When I asked him to give me verbal descriptions though, he

was right on the money.



All he needed to do, in this case, was NOT be so worried

about getting to the point, and instead just sell the

thing.



You've got to remember -- while you certainly don't want to

"waste" any words... for the most part, your prospect

DOESN'T have the foggiest idea what you're talking about in the

first place unless you tell them.



Don't be SO pre-occupied with "getting to the point", you

take too many short cuts and your prospect winds up with no

idea of what you're even selling.



The truth is, you DO need to have longer conversations with

your prospects, educating them and empathizing with them...

and that's why (good) long sales copy outpulls (lesser quality)

shorter sales copy.



The trick is, just be entertaining along the way, and of

course, never... EVER... commit the cardinal sin of marketing,

which is... being... boring.



Now go sell something,



Craig Garber

http://www.KingOfCopy.com



P.S. Check out all the prior archives you've been

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About The Author:



Craig Garber is America's Top Direct-Response Copywriter. Uncover hundreds of FREE controversial direct-response copywriting and marketing tips that dramatically boost your sales and your response rates, right here: http://www.kingofcopy.com