Effective Copywriting for Affiliate Marketers

Writing is a skilled job, and an art form. Anyone can string a few words together and get their point across, but what sets skilled writers apart from hobbyists is the way that they structure their copy to suit the task at hand. Some writers specialize in feature writing or real life stories, others in corporate copy or affiliate marketing. The style and approach that works for one audience will not necessarily work for another.

The Recipe For Great Affiliate Marketing Content

Affiliate marketers tend to rely on a few basic formats:

Short ads (e.g. paid search/display ads)

Sales letters

Landing Pages

Up-selling on the Thank You page

If you take a look at a few sales pages for different products, you'll notice that they all follow a similar format. Why? Because that format works. The content differs depending on the product, but there are some things that every sales letter and landing page should include.

A Strong Hook

You have only a few seconds to grab the customer's attention, so use them wisely. Start by including a major benefit or selling point in your headline, and building on that in the first few paragraphs of your sales page. The product name is not a good headline, a description of what the product does is a much better choice.

A Good Story

Most web users hate feeling like they're being sold to, so don't make your sales pitch read like a one-sided conversation with a used car salesman. Tell a story, and build engagement with the customer. If you're selling a bodybuilding supplement, talk about how all the other supplements don't mix very well, but this one tastes great. Or explain how you have tried dozens of other supplements, but after starting this one you found you had more energy in the gym. Be human, and your customers will be more receptive to your message.

Genuine Endorsements and Reviews

Of course, your customers won't take your word for it. Get endorsements from respected figures, and reviews from past customers, and include them in your affiliate marketing copy. Try to include a picture of the reviewer with the review if possible, because this makes the reviews more believable, and helps the reader identify with the reviewer. Publish reviews even if they aren't completely positive - a review with one or two negatives in it could actually net you a sale because it will help the reader feel like they've done their due diligence. If all your reviews are glowing "This is AWESOME!" statements, the reader will be suspicious and convinced that there must be a catch. 

Calls To Action

You should always include multiple calls to action in your copy. Your emails should have a call to action at the end, and your sales page should include a few calls littered throughout the page so that people who skim-read still see them. Ask your visitors to bookmark your page, subscribe to your RSS feed, join your mailing list or buy your product. The more ways you engage with your visitors, the better. If you don't nudge people to follow/subscribe/buy, they'll leave your site without doing anything, even if they are impressed with what you have to say.

Writing good affiliate copy takes practice. Don't be afraid to innovate with your copy, but do test each change you make and track your results. Keep trying new layouts and new messages until you find what works for your niche.