There are scads of formula writers… and loads of gurus who’ll tell you “do this, or do that” and you’ll have magical results. While you should seek out and find good, solid marketing resources to grow, no formula approach will ever spontaneously produce a successful sales letter… you are.
This doesn’t mean that having certain elements in your letter won’t enhance your success. You should work and rework all the key elements of any piece, and refer to the direct mail checklist before sending any mailing out. Formulas will help keep you on track, nothing more.
Ultimately, the feel for the subject and the heart for the writing comes from within.
The only way I know to start writing a letter or sales piece, is to sit down in front of a blank screen or page, and just start writing. Start telling about the subject, make up a story, use an analogy or metaphor, or list the features and benefits. Just do it. Before long you’ll have a solid rough draft to work with, one that will develop a life of its own.
Why do I share this with you? Because writing is a mystery, something that makes otherwise successful people anxious. The trick is to start, and give yourself some time, and trust yourself and your writing. After all, you know more about your subject than anyone else. Don’t be afraid to let your passion turn into words, your words, and don’t be afraid to edit those words as long as it takes. Just begin, or as Mary Poppins said, “Well begun is half done!”
