Drafting effective sales copy is a delicate balancing act. To use a slightly blue metaphor, it requires a come-hither stance that stops just short of slutty. It’s easy to get wrong and when you do it transforms your copy from selling to spamming.Brain Clark of Copyblogger has established himself as one the best resources available on good copywriting (heck writing in general). In a recent post, he explicates the art of walking that fine line that separates us from spam.
“Now, we could jump up and down and say that it’s substance (i.e. “content”) that matters, not the format it’s delivered in that should determine whether something is “spam” or a “scam.”…
…The problem is, first impressions do matter. And fair or not, as well as those sales letters work with some, they will utterly fail with others, often at first sight.”
Read it before you write another word. He’s also included some great links to resources for copywriting that no savvy marketer can afford to miss.