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"How do I write
a good sales letter" is the most common question I'm asked -- and the right sales letter can literally put millions into your bank account. Here's the good news: By studying sales letter examples, you can quickly write a letter that stands out from the normal rubbish we all receive on a daily basis.You will need to include a compelling headline and demonstrate you understand the frustrations and challenges your prospects face. View the short video below to discover the three most powerful sales letter strategies:
By writing a good, effective, compelling sales letter the results to following up your enquiries and converting them into appointments or sales can be dramatically improved.
Remember, your letter is simply a salesman in an envelope. But how do you make sure your letter conveys your sales presentations with as much skill and compelling evidence, including a closing sequence, as your very best salesman? As with all the "Common-Sense Marketing" strategies that you are learning, a good sales letter relies on its effectiveness by understanding the basics of human psychology. Here are my top FIVE TACTICS to help you write sales letter copy that motivates hordes of new prospects to make contact with you. Here are five ways you can develop a headline with seemingly magnetic qualities: i: How to "How to Increase Your Sales Up to 500% by Using This One Simple Strategy" Headlines beginning with 'how to' are very successful, as the Internet is all about information. Internet users have a strong desire to learn. A headline beginning with 'how to' immediately grabs your potential customers' attention and forces them to read on. ii: Question "Are You Sick and Tired of Working For Someone Else?" Headlines written in the form of a question are very effective, as they appeal to your potential customers' emotions. When they read a headline written as a question, they'll answer the question in their mind. If the question identifies a specific need, want or desire, they'll read on. iii: Command "Double Your Income Within the Next 12 months -- Guaranteed!" A command headline focuses on the most important benefit your product or service has to offer. It instantly demands your potential customers' attention and intrigues them to read on. iv: News "Announcing a Brand New Breakthrough in E-Publishing" News headlines are very effective and used to announce new products and services. They are written in the form of an announcement or introduction and create curiosity. v: Testimonials "Internet Marketing Exclusive is Pure Genius -- Our Sales Have Increased by 40%!" Headlines written in the form of a testimonial are very effective, as they instantly begin building trust. 2: Make your copy readable Even highly relevant copy can look boring or hard going. -Make short, sharp statements that are no more than 8-9 words long. These are easier to remember.
- Paragraphs should be a maximum of 3 lines or sentences long. - Present your key benefits as bullet points - Use subheadings and bold treatments Test: Scan your direct mail, and read only the headings, underlining, bold and italics. Does this copy tell the complete story? If not, your message is unlikely to be committed to the reader's memory. - Use a Serif-type font for hard copy e.g. Times New Roman. It is easier for the reader to keep their place on the page (which is why virtuallly all Western newspapers and novels use serif typefaces for their body copy). Arial or Verdana font works best for on-screen copy.
If the reader thinks they are being sold to they are less likely to read the whole letter – at first. They skip and skim for the main points, and then decide if they are interested. So it's critical to include a compelling call to action as early as the second paragraph and repeat it often. Utilise the PS to provoke action. Did you know that 71% of readers read this part of the letter before anything else? 4: Link features to benefits In direct response copy, it is important to remember that readers actively seek meaningful benefits in order to justify a purchase. So spell out the main benefits of your solution and always relate them to the prospect. Another valuable tactic is to position the benefit at the front of a sentence, for example: Wrong - “Our guarantee gives you complete peace-of-mind in the product you are installing” Right - “Have complete peace-of-mind with our 7-step customer service guarantee” 5: Sell the benefit of responding to your offer Think of a good offer: Free information pack; Free Report: Learn the five biggest marketing mistakes companies make online and how to avoid them; Introductory discount voucher; Free consultation etc. Sell the benefits that responding to the offer will have on their business. Alternatively, you can employ a ‘risk of loss' strategy that presents the negative consequences of not taking action. Why is a good offer important? Because, in many industries, it is unrealistic to expect the reader to commit to a purchase (or change supplier etc.) as early as the first point of contact. However, by encouraging the reader to indicate an interest in your solution you can form a long list of warm prospects that can be followed-up by your sales team. Can you see the importance of well-written copy? Understanding how your prospect's mind works and writing copy that sells, is the single most effective tactic in generating new sales leads and growing your profits. |
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