During my time at the AWAI Bootcamp last week, I had the opportunity to hear many top-notch copywriters talk about their craft and their approaches to getting started on a new project. Mike Palmer and Paul Hollingshead offered a different and really quite brilliant idea to help you get off the dime quickly.

Deconstruct a great sales letter and make your own “template” from its bones.

Too smart for words. Here’s how to do it:

1. Look through your swipe file and find a successful promotion in the same niche as the one that’s sitting on your desk — or one that that has the overall look and feel as what you’re after. (Sometimes I get inspired by seemingly disparate ideas so keep your options open and feel your way through the selection process.)

2. Review and mark each component of your inspiration letter — pre-head, head, sub, lead, false close, close, offer, guarantee, sweeteners, testimonials, call to action, etc. Locate the big idea and note how it’s used and returned to several times. Now you have a template!

3. Now use it as your guide to position each of your own copy blocks or components. Adjust for length, format, whatever makes sense.

4. Remember, you’re not copying copy. You ARE reviewing the basic structure component by component to “hang” your own copy on, massaging and nudging to make a logical fit. You’ll want to go longer or edit more tightly based on your own sensibilities for what the copy calls for.

I love templates. (No, they’re not cheating.) They are one more tool in your arsenal to keep you writing without fear or, dare I say excuses. So use ‘em, just don’t abuse ‘em.

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[tags] awai, writing sales letters, mike palmer, paul hollingshead, sales letter templates [/tags]