A successful sales letter is one that achieves plenty of
sales. The sales letter is the critical part of your direct
mail or web package and often stands alone when following
up a cold call or web site inquiry. Writing a good sales
letter can be time-consuming if you care enough to get it
right. Too many entrepreneurs overlook or minimize this
aspect of marketing your business. Why? The simple truth is
that most people just don't know how to write a sales
letter All winning sales letters "talk" to the prospect by
creating an image in the mind of the reader. They set "the
scene" by appealing to a desire or need; and then they flow
smoothly into the "visionary" part of the sales pitch by
describing in detail how "wonderful" life will be and, how
"good" the prospect is going to feel after he's purchased
your product. This is the "body or guts" of a sales letter.
Overall, 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
4) Demand action from him - tell him to click the right
button or send for whatever it is you're selling without
delay - any procrastination on his part might cause him to
lose out. This is called the "AIDA" formula: (Attention,
Interest, Desire and Action) - It works.
Preparing your sales letter means you need to understand
the product or service being offered, the market, and the
customer's needs. There is no substitute for product or
service knowledge. Any source of information should be
considered. On-Line resources, ads, brochures, articles,
books, reports, newsletters and newspapers, and in-person
interviews, are good sources.
On your website, your sales page should be the length of
what it would be if were doing a mailing, or longer if
you're using bullets to emphasize benefits to build the
desire. Of course on the Internet, you don't have to worry
about letterhead stationery or the cost or postage, which
is a considerable savings.
If, however, you want to also do a mailing campaign then
the following would apply. The sales letters in mailings
that pull in the most sales are almost always two pages
with 1 1/2 space between lines. For really big ticket
items, they'll run at least four pages. If your sales
letter is only two pages in length, there's nothing wrong
with running it on the front and back of one sheet of 8 1/2
x 11 paper. However, your sales letter should always be on
letterhead.
Regardless of the length of your sales letter, it should do
one thing, and that's selling, and selling hard! If you
intend to close the sale, you've got to do it with your
sales letter. You should never be "wishy-washy" with your
sales letter. You do the actual selling and the closing of
that sale with your sales letter - any brochure or circular
you send along with in your mailing will just reinforce
what you say in the sales letter.
There's been a great deal of discussion in the past few
years regarding just how long a sales letter should be. A
lot of people are asking: Will people really take the time
to read a long sales letter? The answer is a simple and
time-tested yes indeed! Surveys and tests over the years
continue prove that "longer sales letters" pull even better
than the shorter ones, so don't worry about the length of
your sales letter - just make sure that it sells your
product for you!
The "inside secret" is to make your sales letter so
interesting, and "compelling" with all the benefits you're
offering to the customer, that they can't resist reading it
all the way through. You break up the "work" of reading by
using short, punchy sentences, underlining important points
you're trying to make, with the use of sub-headlines,
indentations and even the use of a second color, and
leaving lots of white space around it.
On your website, the sales letter should run down the
middle of the page so the viewer doesn't have to keep
adjusting the screen to see the whole sentence. This is
very distracting and more apt to send that client to
another website than losing patience reading a long letter.
With your brochures and circulars you include in your
mailing with your sales letter - make sure the materials
you're enclosing are high quality, professionally printed
and they will generally reinforce the sale for you.
If they look cheap and don't compliment your sales letter,
then you shouldn't be using them. You will be identified
as an independent home worker if you hand-stamp your
name/address on these brochures or advertising circulars
instead of having them printed.
Whenever possible, if you have really good brochures to
send out, have your printer run them through his press and
print your name/address - even your telephone number and
company logo - on them before you send them out. You want
your prospect to think of you as his supplier - The Company
- and not as just another independent entrepreneur.
Above all, you've got to include some sort of ordering page
or coupon if you're mailing. The coupon has to be as
simple and as easy to fill out and return as you can
possible make it.
The order page on your website should already be filled
out, with perhaps just the shipping left to choice. If
your product is an eBook or software to be instantly
downloaded, then you don't have any options to be chosen.
A great many sales are lost because the order coupon is
just too complicated for the would-be buyer to follow.
Don't get fancy! Keep it simple, and you'll find your
customers returning over and over again.
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