How To Write A Sales Letter
Is there a secret structure to writing a sales letter
? Well, as a matter of fact, there is.
1.) The Secret of The Promise
Make your prospect a promise. Pro copywriters may address as many as 37 different emotions. The most common are fear, greed, curiosity, vanity, benevolence, and insecurity.
Identify the primary emotion you're trying to evoke in your prospect. And then tell him what you're going to do for him what benefit you have for him to eliminate his fear or fulfill this desire. Always give him benefits.
2.) The Secret of The Picture
Allow your prospect to "see" himself realizing the benefits of your promise. Paint a picture for him in words.
3.) The Secret of Proof
You can't just tell him about the benefits he'll receive. You have to prove to your prospect that what you say is true. And he has to be satisfied with your proof.
4.) The USP
Your Ultimate Selling Proposition. Show your prospect how and why your product or service is the best and only answer to his needs. And tell him why it's unique.
5.) The Close
This is pretty much what it says. Here is where you close the deal.
6.) The Offer
Where you tell your prospect exactly what he's getting and for how much.
What Are The Actual Components Of A Winning Sales Letter?
The Headline where you grab your prospect's attention. And pull him into your copy. How? By saying something meaningful to him something that appeals to his core beliefs, feelings, and desires.
A good copywriter may spend 50% of his time on the headline and the lead. A winning headline gets attention. And you only have about five seconds to get your reader's attention.
The Lead where you "hook" your prospect. And deliver the big promise. Where you show him how your product or service will make him richer, smarter, sexier, or more powerful.
Make sure you offer your prospect a promise he can't refuse. Paint a picture in your prospect's mind. Maybe debunk a common myth. Or spout off some facts and figures.
The Body where you do most of your hard selling. And the only way to do this effectively is to become intimate with what you're selling.
Think of all the ways it can improve your prospect's life then load up your letter with benefits
Proof - now you're ready for the "proof" part of your letter.
What kind of evidence would you need to persuade your prospect? Perhaps a specific study? Facts and figures?
Testimonials are powerful ways of proving that your product or service is as good as you say it is. Dig deep to get the proof you need.
You need to establish credibility. Whether it's by using articles, studies, testimonials, or any other "independent" data that supports your argument. Show your prospect that you can back up what you say.
The Close this is it. When you "look" your prospect straight in the eye and ask for his money! You must cement the buying decision in your prospect's mind.
There are four important parts of this process:
1. Before you even mention the price, remind him of all the wonderful benefits he'll get from your product or service. This is the perfect time to throw in some additional benefits.
2. Now you make the offer. In simple, crystal-clear terms, you tell him what you're offering him for a modest payment. This is no time to be cute or clever. If it's a book for $19.95, then say it's a book for $19.95.
After revealing the price, you've got to prove to your prospect that he's really got nothing to lose by trying your product or service. That all his money will be refunded if he isn't happy with your 100% money-back guarantee.
And finally, a strong PS is a powerful component of any sales letter. It reignites your prospect's desire right before he fills out the order. Moving him that one step closer to the sale.
The Order Device where you turn your prospect into an actual buyer. You use this element to re-energize his buying decision. And eliminate any possible buyer's remorse.
Effective order devices restate benefits, restate the money-back guarantee, and restate the special bonus (if you have one ... and you will want to have one). Make the Order Device as strong as you possibly can.
Weave These Into Your Letter For Maximum Emphasis
Paint A Picture by creating a compelling image in your reader's mind you develop a connection between him and your product or service.
Remember that some of the most effective pictures in direct mail have been only a few lines long. Don't overdo it. Paint the picture. Lay out the benefits. Move on.
The Unique Selling Proposition (USP) as mentioned above,it tells your reader how your product is the best and only answer to his wants and desires. How it's different, unique, or better than anything else around.
USP's are most effective when woven throughout a letter. Do some research and find out what makes yours better than the competition. Does it save him a lot more time? More money? Make him smarter than his buddies?
Subheads subheads are mini-headlines. They break down big ideas into more easily digestible pieces. And draw the reader's eye to your most important copy. In fact, subheads are a perfect place to use headlines that didn't make the cut as your headline.
The False Close is a wonderful technique to change pace. It keeps your prospect from jumping ahead because he knows what you're selling. And that he doesn't need it.
When he's expecting the big close, you pull the plug. Switch to something completely different. Tell a different story and then lead back to your real close. By pulling back, you lower his defenses and the real close becomes much easier.
For more information on how to write a sales letter, go to:
How To Write A Sales Letter How To Write A Sales Letter
By: Rod Besler
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