Having the correct
sales structure will keep the reader interested from start to finish.
These are the steps to follow to create
a successful sales letter:
1. USE A POWERFUL HEADLINE. Express the main benefit
of your product in a short sentence. Grab your readers attention and
make them want to continue reading.
2. CREATE EXCITEMENT WITH A SUB-HEADLINE. In no more
than two or three short sentences, expand on the benefits of your product
and generate excitement in your reader. If you are offering a limited
promotion, specify the limitations of your offer here.
3. OUTLINE THE BENEFITS OF YOUR PRODUCT.
Give the reader three good reasons
to buy your product. These reasons have nothing to do with the product's
features; think about what your customer wants. For example, if you
are selling holiday villas, say something like:
"If you want to take advantage of the comfort of a luxury apartment,
enjoy the Mediterranean sun and save money on your summer vacations,
then this might be the most important letter you'll ever read"
4. EXPLAIN YOUR UNIQUE SELLING PROPOSITION. This is
the specific benefit that differentiates your product from all the others.
At this point, you must mention your USP in one or two sentences. You
will explain the details later in the sales letter.
5. PROVE YOUR CREDIBILITY. The most important thing
to sell on the internet is credibility. Your readers have to trust you
before they will buy anything from you. Give them three reasons why
they should believe you. Try to prove that what you say is true.
6. EXPLAIN THE FEATURES AND BENEFITS OF YOUR PRODUCT.
Explain how your product will improve your reader's life or how it will
solve a problem. The more detail you can provide, the more convincing
your copy will be.
7. PROVIDE MORE DETAIL ABOUT YOUR PRODUCT. Here is
where you can tell the reader everything about your product. Use as
much space as you need. Write until you get bored.
8. INCLUDE CUSTOMER TESTIMONIALS. In order to continue
establishing credibility, mention testimonials of customers that have
already bought from you and enjoyed your product. Have them mention
what they liked most about the product instead of making general comments
like "I really loved your product..." or something similar.
Mention at least five testimonials.
9. ELIMINATE THE COMPETITION. You eliminate
your competition by giving your reader the information they need to
see that your product is superior. Mention the elements where your product
is excellent and much better than your competition.
10. BUILD VALUE. To build value in your offer you
have to let your readers know that your offer is so good, that they
cannot refuse to take it. One way of doing this is to compare the value
of your offer with the normal value of your product.
11. PROVIDE A SUMMARY OF EVERYTHING YOUR CUSTOMER WILL RECEIVE.
Make sure your reader understands everything he is going to get from
you.
12. MENTION THE PRICE OF YOUR PRODUCT. Mention the
regular price and the sale price of your product. The regular price
must be crossed out and the offer must follow.
13. LIST YOUR BONUS PRODUCTS. The objective is to
prompt immediate action by offering something extra. With this strategy,
you are also adding value to your product. You can also try to create
a sense of urgency by telling that the bonuses will only be available
for a short time.
14. OFFER A STRONG GUARANTEE. The strongest guarantee
you can offer is a "money back" guarantee. The willingness
to offer your product at no risk will generate a lot of trust and confidence
among your readers. You have to honour your guarantee for any returns
you may get, but you can be sure that the sales you will generate with
this strategy will be by far outnumber the number of returns.
15. RE-EMPHASIZE YOUR GUARANTEE. Remove all elements
of risk by closing your sales copy with something like:
"You don't have to decide now if this product is for you. Just
get it and try it out. If it doesn't do everything I say and more, if
you don't save money, or if your business doesn't improve, or if your
life isn't better, or if you don't absolutely love it, just let me know
and I'll give you every cent of your money back! So you have nothing
to lose and everything to gain."
16. TELL THEM HOW TO ORDER YOUR PRODUCT. Provide detailed
instructions about how to place the order.
17. SIGN THE LETTER. Use your full name and title.
18. CLOSE WITH A "P.S." Use this part to
emphasize the most relevant points of your letter.
Remember that this will be a long sales copy that will take your readers
some time to read. With this in mind, you must work on the format and
design of the copy so that it is as friendly as possible. Highlight
the most important statements, so that the letter can
also be read in one or two minutes.
