71 If you write too broadly, or try to make too many people happy, then your ideal prospects will not convert as well, as they may become disinterested or offended by attempts to write to less-targeted prospects. The lower quality prospects are going to convert poorly no matter what you do. The reason many hyper-focused sales letters are still a mile long is because the people who are most interested in the topic are more inclined to want to keep reading. I did SEO for a customer where we increased his monthly sales from $3,000 to around 2,000. I then tuned his page copy for his ideal client. With the same marketing spend and same rankings, we increased his sales from 2,000 to over $40,000. Even better yet, he was making greater profit from fewer customers by targeting the larger spenders. Sales Letters Some websites are exceptionally transparent in that you can tell they are all about making as much money as possible. By reading through the sales letters of various written-to-sell websites, you can see some of the tricks they use to sell. A hard sell does not make sense for all people (and may offend some of your customers), but I could probably increase my income by about 50% if my sales letter was harder selling. Sometimes it is a bit hard to balance profitability and being easy to link to. Clarity is Key Many organizations aim to manipulate language to make it lose its meaning. If you are small, one of the biggest advantages you have over competitors is that you can put yourself into your brand and ensure that your writing is clear and easy to understand. Since you have fewer stakeholders, it is easier for your writing to more clearly represent your thoughts. Usability Real Life Example Memorial Day weekend of 2003. I decided to take a risk. I drove my car until the gas was just about gone. The engine was sputtering when I pulled off at a gas station near no others and went to fill up. I pulled up to the first pump and it had a "credit cards do not work" sign on it. I went in to pay cash and the cashier explained it was full service. There was no service man out there. I got rather angry seeing the long line of cars waiting to use the few pumps that worked.

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