The Message Body
The Message Body
The body of the message is the area where you build upon the
emotions that you touched upon with the headline.
The way to start is by repeating the exact headline at the top
of the message body. When you repeat the headline exactly, it
reinforces the headline and it reminds people of the reason why
they are reading the Article.
It’s never a good idea to load the message body with a bunch of
hype or too much text. Remember that the real job of the message
body is to lead the person to the landing page or the sales page
which is where the actual selling is going to take place.
If you load the Article up with too much content you’ll simply
lose the reader’s attention and if you lose their attention,
you’re going to lose sales as well.
Here’s a good example of a headline and message body that are
short and too the point:
Subject: “Erase” Wrinkles Instantly
Message Body:
“Erase” Wrinkles Instantly
Clinically tested and Dermatologist approved, Wrinkle Eraser is
a cosmetic product that instantly removes the appearance of
wrinkles around the eyes, mouth and forehead.
Discover why over 3,000 women swear by Wrinkle Eraser and why
they swear AT other products.
In the above example we started right out by establishing the
product’s credibility. It tells readers that the product has
been tested in a clinical setting and that one or more
Dermatologists have endorsed or approved the product for its
intended purpose.
We went on to challenge readers to learn more about the product
by telling them that over 3,000 women already are using it.
Finally, we imply that readers will learn the reasons why these
women were unhappy with the other products that they tried
before they tried this one.
At this point we already have 2/3 of the Article written. The
first 1/3 is the headline. The second 1/3 is the message body.
All that needs to be written now is the “call to action.”
Anatomy of A Call To Action
The purpose of a Call to Action is to tell your readers exactly
what you want them to do next. You should never assume that they
already know what to do, and you should never assume that they
will decide to visit your web site all on their own.
You need to design your Call to Action so that it takes them by
the hand and leads them to where you want them to go.
If it’s at all possible, you should combine your Call to Action
with a free offer. This takes the pressure to respond off of
them. After all, you’re not selling anything, you’re giving
something away.
Here is an example of a call to action that works with the above
example:
Visit MyWrinkleEraser.com right now and get your FREE 30-day
trial supply.
Now that the final 1/3 has been written, let’s take a look at
the Article letter in its entirety:
Subject: “Erase” Wrinkles Instantly
Message Body:
“Erase” Wrinkles Instantly
Clinically tested and Dermatologist approved, Wrinkle Eraser is
a cosmetic product that instantly removes the appearance of
wrinkles around the eyes, mouth and forehead.
Discover why over 3,000 women swear by Wrinkle Eraser and why
they swear AT other products.
Visit MyWrinkleEraser.com right now and get your FREE 30-day
trial supply.
Did you notice that the entire letter accomplished its intended
purpose in just 55 words? This is proof that you don’t have to
write a wordy sales letter in order to convey your message.
The best way you can end up with a sales letter that is short
and to-the-point is to start by writing one that is as long as
you have to make it in order to tell your story.
Then you take out your electronic scissors and you start cutting
and rewording the text until you have an Article that’s no more
than 100 words. Remember – less is better!
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Erlend