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Overview of Direct Mail Copy That Sells by Herschell Gordon Lewis
You can sell more software if you write good sales copy. Herschell Gordon Lewis has been a direct-mail consultant since the early 1970s. In the summer of 2003, he was inducted into the Direct Marketing Association's Hall of Fame. He knows how to write sales copy, and his books can help your software marketing.
How software developers can benefit from Herschell Gordon Lewis' Direct Mail Copy That Sells
The book contains wall-to-wall advice that can help software developers write web site copy, PAD files, and press releases. Better software copywriting means increased software sales.
For example, Lewis says, "When you emphasize everything, you emphasize nothing. A laundry list of '147 reasons why you should buy now' is weaker than one powerhouse reason, reinforced by ancillary reasons."
He also tells us, "Tell the reader or viewer what to do. Subtlety doesn't work....Don't just describe. Get the order."
The book contains four Laws of advertising copy, and 12 rules to save your copy's life - and that's in the first 14 pages.
Lewis would probably weep if he were to read the dry lists of features that many software developers use to entice prospects to buy their programs. "Replace intellectual words with emotional words," Lewis says, "and you'll sell more because you'll trigger an emotional response." That sounds like good software marketing.
And he urges writers to abandon the technical jargon, and "Write within the experiential background of the reader, not yourself."
Should software authors read Direct Mail Copy That Sells?
It's fashionable today to try to find the latest books on writing effective sales copy. This is a mistake. The Internet didn't change how people are persuaded to part with their money. Increased software sales won't flow from books with titles like "Wayne and Garth's Most Excellent Internet Sales Words Guide". We all need to go back to basics and learn from the masters. Herschell Gordon Lewis can teach us to write better. This book is a quick read, and an excellent reference work. It will help your software marketing.
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Use press releases to increase your software sales.
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Hire somebody who has been in the business for more than two decades.
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