Magic Copywriting

A sales letter is a document intended to generate sales. It influences the reader to place an order, to request for information about a product or service. The basic aim is motivate the reader to take a specific action. This is a description of a real sales letter. Results of my R&D “I'm taking to you to inform you about the really terrific washing machine that I've developed. First of all, I know it's wonderfully terrific because I spent years studying washing machines of all kinds. I then expanded my field of research and Development (R&D) to include all kinds of commercial washing machines, and I came to know about all the possible secrets of what makes dirt come out from the most inconceivable places. Now, TEN YEARS LATER, I'm ready to let you savor the fruits of all my hard work. I've developed the EZ WASHER. I must tell you it will make all other washing machines you have ever seen pale in contrast.”

Do you find anything wrong with this sales letter? Almost everything is wrong. The headline is all about the writer and does not speak to the customer. Also, it uses some technical terms — "R&D" for research and development. This is an industrial term, which may actually irritate some prospective customers. We have no idea whatsoever what the 10 years of work refers to. Neither are we told about any exceptional features. The writer just generally raves about what great work he has done. The sales letter talks about all what he has done in the last 10 years and not what I will get or at least what I can expect.