When writing your sales letter, you want to create what’s called a “dual readership path.” That means you give a couple of ways for people to read your letter – for those who read every word and for those who only skim looking for the high points that stand out.
The people who skim through your letter and go through it piece by piece will read:
- The headline
- The copy here and there
- The name of the membership
- They might stop after seeing some of the testimonials and read those.
- They’re definitely going to read the bullets. “Hmmm, which of these could I use?”
- And then they’ll skim on until they hit the bonuses they will receive if they sign up.
- They’ll see the guarantee and think, “Yeah, I’m a little skeptical,” and read the guarantee.
- Then they definitely read the PS and the PPS.
That’s dual readership. You will guide them along the way by formatting key points you want to communicate. Big, bold headlines and sub-headlines. Big testimonials with real names and probably people’s pictures. Bonuses that are italicized so they stick out more. Bullet points that are bold and formatted differently.
We want to include those elements of dual readership so that people can skim the page. Because many people will.
You might say, “Well, Scott, that’s a long sales letter. Is everybody going to read it?”
Yes. Some people will read it. Others will skim it. You want to appeal to them both.
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