Writing interior sales copy for your website is not that much different than writing a sales letter. I wonder how many people actually write sales letters anymore. Not many I’ll bet. Perhaps they have the social marketing bug, and prefer to work all the time rather than have good direct marketing do the heavy lifting.

A good sales letter is worth a ream’s weight in gold offline and online, and it can have streams of prospects knocking at your door this very day.

The only big difference between sales copy online vs. offline is you have to be a bit more concise online. We find online lookers tend to scan the page more so than if they had a document in their hand. So, we need to abbreviate a little more. Otherwise, it’s pretty much the same resource .

I’m speaking here to structure rather than content. The first rule is to break up your copy so it is easy to read. Long paragraphs are intimidating and force plenty of readers to scan and miss your message. Be sure you keep your paragraphs to three or fewer sentences. I like two maximum.

Also, do not be shy about changing colors, print size, italicizing, underlining, or changing from one font to another when appropriate. If you have a point you really want to emphasize this a great time to do so.

Also, there are two types of people who read: those that read the entirety of something and those who will scan. When you highlight your big points, it snares the latter scanner group.