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This article first appeared in Sharpe & Direct, the weekly B2B direct mail marketing newsletter published by Alan Sharpe, direct mail copywriter to the Fortune 500.

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How to write effective body copy.

By Alan Sharpe

1. Start with your prospect, not you

Research by Claude Hopkins, George Gallup and other advertising giants shows that readers of advertisements are interested more in themselves than they are in an advertiser's product or service. Aim your messages at the prospect and say everything from the prospect's point of view. Don't begin your copy with "WE" when you can begin with "YOU."

2. Start in the middle

Never begin your copy by repeating what the reader has already surmised from your headline, visual and captions. Go right to your main selling proposition with a wallop.

3. Start selling in the first paragraph

Fire your biggest cannon in the first line of copy. Promise readers a benefit. Give them a reason to continue reading.

4. Be relevant

Good copy is interesting to read, but not everything that's interesting belongs in the copy. So stick with your main selling proposition. If your facts aren't accurate, you'll lose credibility and the sale.

5. Present useful information

Each advertisement must tell the reader something useful that she or he did not know. Whenever possible, present hard, real-world tips, facts and advice that help prospects make responsible, informed decisions about your product.

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Alan Sharpe is a direct mail copywriter. Alan helps businesses generate sales and secure sales meetings with qualified prospects using cost-effective, compelling direct mail marketing. Subscribe to "Sharpe & Direct," his weekly direct mail marketing newsletter at www.sharpecopy.com. Discuss your next direct response marketing lead generation campaign during a free 30-minute telephone consultation with Alan. Book your consultation now by phoning 1 877 SHARPE COPY (742-7732).