This is one of the classic most often questions in marketing history, and anyone knew a definitive answer, many copywriters would be out of business. The truth is that we live in an ever changing world, and results for different types of copy change. The biggest controversy in sales letter writing concerns the use of hype. Many people argue that the Western world, being subject to advertising messages on an almost constant basis has grown immune to overstatement. To a degree, this is true, but statistics still show that hype sells far better than a timid sales letter.
Of course, the product needs to be able to keep the promises made in the sales letter. The world certainly has grown tired of scams, and a top quality copywriter won’t even take an assignment unless they have seen or read the product first, to make sure that it meets their quality standards. To get conversion rates as high as possible, you do need to use hype to some degree, but make sure your claims are never bigger than the proof that you can back them up with.
The biggest factor in improving sales page conversion rates is making sure that there are no obvious leaks or holes where the reader will be turned off enough to leave. It doesn’t take much for that to happen. The headline is the first absolutely critical area, and the vast majority of sales page testing related to the headline. After this, the subheadings are critical. In a well crafted letter, the reader will be able to know what the letter is about just by reading the sub headlines. So many readers just skim sales letters instead of reading them. After getting the sub headings right, the next major area of leakage is the end of the letter. You need a very strong guarantee, an effective call to action, and at least one good PS. It is at this stage the interested buyer needs to pushed into finally making the purchase.
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