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 Top Seven Ways to Write An Order-Pulling Sales Letter
First Published: July 2005
Last Update: July 2005
Author: by Judy Cullins
Ready to put your Web pages up? Ready to sell a lot more products and
services? If you're not getting the sales, you want you may want to think
"makeover." Whether you're just starting or doing a web makeover, you need to Power
Write your sales letters.
Before you call your Web master to design your web site, you want to be sure
you have great sales copy for each product or service you want to sell.
What Doesn't Sell
-big pictures
-my mission
-my bio
-subscribe to my ezine
-dark colors
-a lot of script
-page takes more than 10 seconds to load
In my first Web site, I made many mistakes. Sales for six products didn't go
over $200 a month. For the second Web site, each product, and service sales
letter gave my visitors reasons to buy. Sales were $75 the first month, and in
four months, they reached $2265. The next year they went to 3000 and each year
after, over $4500.
Sales letters Sell! Here's 7 Sales Letter How-To's
1. Start the Letter with a Benefit-Driven Headline.
In a large Times Roman font, put up a question or benefit-driven headline
that grabs your visitor by the collar. For example, "Want a quick and easy way to
quadruple your Online Income in Four Months?
If you answered, "yes" to yourself, this headline succeeds, because you will
keep reading. If you said, "No, I don't believe this, "but I'm curious where
this is going," the headline still succeeds. This headline should lead right
into the benefits of your product or service.
2. Add the Top Five Benefits of your Product or Service in Bullet Form.
To define your top benefits start with a list of problems your client or
customer wants solutions for. Your answer for your particular audiences problem is
the benefit. Benefits sell.
Examples: Save time or money; Build Business, Create better relationships,
Create more health, Develop your spirituality.
Too many professionals and business people assume features are what sell. Be
sure to include both benefits and features in every sales letter. Example:
Imagine 1000's of people reading your book next month by using the "Essential
Nine Hot-Selling Points." (Benefit – book sales; feature—the Marketing how-tos)
3. Address your Potential Buyer's Resistances.
Remember to tell a background story of where your audience is NOW so they
will emotionally connect with your solutions (the product or service). Let's say
they want to write an eBook or print book to make themselves the "expert,"
make life-long passive income, or share their unique message.
Many people don't write a book because they doubt it will sell well enough
for all the effort, it may not be significant enough, it will take too long,
cost too much money, and they really aren't writers. One, by one, your sales
letter addresses their concerns and shows these potential buyers why they need to
write a book to brand their business or share their message. You show them how
they can become an excellent author and make their books more salable, while
building their practice and profits.
4. Sprinkle Testimonials Throughout your Sales Letter.
Potential buyers who visit your site or another one that sells your products
are more pulled to buy when they think other people have already. If these
people are happy with your product or service, they will be too.
Include testimonials from experts in your field, celebrities, man/woman on
the street, and other people who have profited from your advice. Make the
testimonials stand out with a different color background. A photo plus the blurb
adds power.
5. Offer your potential customers three or four chances to buy.
They may have already decided to buy before coming to your sales letter, so
offer a "Buy Now" button near the top of the sales letter. Offer more buying
opportunities along the way after a list of benefits and features for your
product or service.
6. End your Sales Letter with your 100% Money-Back Guarantee.
"This product comes with a 100% Money Back Guarantee. Read this book cover to
cover, and if the strategies don't work for you within 60 days, we'll
cheerfully refund your money, and you can keep the product too!"
7. Make your Sales Letter Credible.
Make sure your free bonus reports are not worth more than the price of your
product. Would you believe this offer "order this $49 book now and receive 4
special bonus reports worth $395?"
Make sure you have written the best sales letter you can. Polish it with a
professional editor. Test it after a month. If you haven't increased sales, you
may need to revise Web site sales letter.
Without a sales letter for your potential customers you leave them bored,
non-inspired, and without enough information to make that decision to buy. Your
precious visitors will leave your site, never to return.
About the Author:
Judy Cullins: 20-year author, speaker, book coach
Helps you manifest your book and web dreams
eBk: "Powerwriting for Web Sites That Sell"
FRE.E "The Book Coach Says..." or Business Tip of the Month
www.bookcoaching.com -- mailto:Judy@bookcoaching.com
Orders: 866/200-9743 -- Ph: 619/466-0622
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