If you write your copy like a conversation, you have a sales letter almost effortlessly.

If you’re having a conversation with a friend, sharing a solution you’ve found, you’re saying a sales letter. These are things I would say to a friend…I would say, “Hey, are you struggling or frustrated because you don’t have as much energy as you used to? If you feel like you have, you’re getting older, faster than the clock is ticking. Are you frustrated because you’ve been yelling at your husband or wife? Have you had road rage lately? And by the way, have you gained 10 or more? 15 pounds lately?”

Then he simply goes on to share a solution: “I’d love to tell you what I’ve been up to recently. You know, in the last 6 months, I’ve started this little aerobics program, and you tell a bit about it. Wow! After about 2 months After doing this aerobics program, I’m not bothering my husband or wife anymore, I don’t have rage behind the wheel, I’m a much calmer person, I have more energy, I can walk the stairs, and all that kind of stuff.”

And maybe just ask the question in the sales letter. You say, “Would you like to learn how to do that? If so, I have a great class. Monday, Wednesday, and Friday at noon I meet with you online and we do aerobics. We set up this little camera, or you can use your phone. We’re on Skype or Facetime or something like that, and you do it at home, and I’ll do it here, and I’ll show you how to do it. And these are all the things that will happen while you’re there. That’s how it works.”

In a sales letter you are talking about a product, of course. There will be a price to join. Well, you might be writing copy for something that’s free: an introductory session so you can sell later. But, the price is irrelevant, you just say, “Hey, there’s a price.” If you meet your friend for coffee and the friend says, “How much is it going to cost?” Well, since he’s your friend, you could say, “Well, it won’t cost you anything. But the gym requires a $5 entrance fee.” So, your friend would pay that. Let’s leave it at the friend’s example.

When we’re doing this, we’re just talking to a friend, when we’re writing that letter. In my personal opinion, it doesn’t need to go deeper than that. You don’t need to have any NLP, or any special highlighting, or any super scientific language of persuasion that makes people feel like the snake behind the snake oil is biting them. I don’t think we need to use any special “superpower” language in order to communicate to humanity what’s going on.

In my opinion, and the way I like to write a sales letter, I want it to be like a conversation in a coffee shop.

Obviously, if we take the coffee shop conversation to the next level, then we could add a price to it. Let’s imagine we’re talking to our friend again, but instead of just inviting him to join us for a private meeting, maybe I say to my friend, “Here’s the thing, I meet with about 12 other people, Mondays, Wednesday, Friday at 12:00, and each pays $50/month to meet me. And, you know, dude, if you’d like to join me, I’d love for you to join me, come to the First Meet. It won’t cost you. nothing and you’re my friend so it won’t cost you anything now it wouldn’t be fair to everyone else that’s paying for you to come and not pay , so all I ask is that you sign up like everyone else after that first session. So that might be the only difference if it’s a real friend, versus the friends we’re making online.

I don’t think we should sell anything to anyone who isn’t somehow our friend. You want to connect with your customers, clients, and/or students on some level. On some level you care about them. You are going to be different from your “best friend”, but you have to care about the people you are helping to be successful in business. So when you write to these people, you write to them as if you care about them, as if they are friends on some level. It makes writing copy almost effortless because you really connect.