Here is what it all boils down to: regardless of what you are trying to sell you really cannot sell it without talking with your prospective buyer. And in attempting to sell anything on the Internet, the sales letter you email is when and how you talk to your prospect.
Winning a sale therefore, means writing the words that will speak to the prospect by creating an image in his/her mind. These words set the scene by appealing to a desire or need – and then they flow smoothly into the visionary part of the pitch by describing in detail how wonderful life will be, how good the prospect is going to feel after he has purchased your product. This is the body or guts of a sales letter.
A winning sales letter follows a time-tested and proven formula: 1) get his attention, 2) get him interested in what you can do for him, 3) make him desire the benefits of your product so badly his mouth begins to water and 4) demand action from him by telling him to click the button or send for the product without delay. This is known the world over in sales as the “AIDA” formula; Attention, Interest, Desire and Action — proven to work.
Your sales page should be the length of what it would be if you were doing a mailing, or longer if you are using bullets to emphasize benefits to build the desire. Of course on the Internet you don’t have to worry about proper letter head or the cost of postage.
Most of all your sales letter should do one thing – sell and sell hard. If you intend to close the sale you have got to do it with your sales letter. “Wishy-washy” sales letters will always fail. Any brochure or circular you send along with it in a postal mailing will just reinforce what the sales letter says.
As to the length of your sales letter – surveys and tests over the years emphatically provide that “longer sales letters” pull even better than the shorter ones so don’t worry about the length… just make sure that it sells your product for you.
The “inside secret” is visionary, if they can’t resist reading through to the end chances are they are ready to buy. Just break up the work of reading by using short, punchy sentences, underlining important points and even use a second color.
Keep everything as simple as possible. Write as if the receiver is of a 6th grade level (because some are) by leaving the big words out and don’t be redundant. You will find your sales will reach new highs once you have mastered these techniques.
Esther Smith, author/publisher