What do you think of when you think of a great sales letter? Do you think of one that really converts its readers? Do you think of one that holds the readers’ interest until the end? Or do you think of a sales letter that is compact and concise, delivering just enough information to inform and compel, but not enough to bore and repel?
How about all of the above?
Is it possible? What if you really could write a sales letter that holds the readers’ interest until the very end of the letter? One that doesn’t bore them, but instead incites them to action? What if you could do it concisely, without writing a sales-novel?
In the next few minutes, I’ll show you just how to do that.
At this point, I am assuming you are familiar with the basic structure of a good sales letter. Every good sales letter should include a strong headline, compelling story telling or problem solving, lists of “what will it do for me” benefits, a great close and a powerful guarantee.
But where do you go from there:
Keep these things in mind:
1) In today’s market, your reader doesn’t want to wade through 20 pages of a sales letter--they really want to get to the meat of it, and fast. How to do it? Learn to write concisely. After you have written the first draft, look for duplicate or redundant information. Cut it out. Take long phrases and substitute them with powerful one or two word images. Take all the unneeded information out of the sales letter.
2) Write conversationally. Grammar is only as important as it is in your everyday speech. Do you speak with perfect grammar? Do you finish every sentence? Then you don’t necessarily need to when writing the sales letter. Note: This does not mean sloppy writing, spelling errors, or extremely poor grammar. It simply means--write like you speak to a friend, over a cup of coffee.
3) When writing “bullets” , keep them customer-benefit driven, not product-benefit driven.
4) Ask questions. Questions keep the reader involved, rather than simply reading and skimming. Add in an interactive script. Allow the reader to answer specific questions and allow the sales script to change based on the answers.
5) Remember, the guarantee is not about having the best, strongest, most powerful guarantee on earth. It is about a great product for the customer, one that doesn’t even need a guarantee, but because the customer is valuable, you offer it. The attitude is one of “I genuinely want you to be happy with this product”, not one of “ I’ll give you your money back if you don’t like it”. Focus on the customer liking the product, not on the customer disliking the product.
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Sean Mize is a successful offline and online entrepreneur and marketer, and is currently writing his third book.
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