Maybe write a headline first?
Oh no. Please, don’t do that.
A list of bullet points, so you know what you need to cover?
Definitely a useful exercise. But an awful way to start writing.
What about the key message? Or features and benefits?
No. And no again.
Let me tell you…
It’s the same for sales letters, web pages, blog posts, and marketing emails. You always start with picturing your ideal reader. Maybe your favorite customer, your younger self, or an imaginary friend.
Think about what touches him (or her), what makes him laugh, or shake his head. Start a conversation. Picture him reading. Imagine the questions he’s asking. And answer these questions in your sales copy.
Don’t picture a crowd. Because a crowd makes you lecture. And you know your ideal reader would tell you off for lecturing, don’t you?