Step-by-step practical advice on how to write a web page or sales letter that sells.
Dear Sales and Marketing Executive“You Have Less Than Six Seconds to Capture the Prospect’s Attention!”
1. Which headline is best?Is it the one that stresses a problem as in, “Do You Make These Mistakes in English?” or, one that offers a solution as in, “How to Win Friends and Influence People!”?The answer is to run an inexpensive test using both of these headlines!
2. When you use the words “How to” in your headline, you are using two of the most powerful words you can useto get attention.
3. A bold main headline emphasizes the importance of the message.
4. A list of bulleted points in the body of your letter is good. But numbered points have more impact because they are sequential.
When you say something like, “Here are the three reasons why…” you make the reader curious as to what each of those reasons is.
Insert Semi-Bold Subheads like This
5. When you insert two or three semi-bold subheads you make your letter much easier to read.
Use a Subhead to Illustrate a BenefitSome readers will scan your subheads first to find out if the rest of your letter is worth reading.
A New Courier Font is Very Readable
6. A New Courier Font with an unjustified or ragged right edge helps make your message look more like a typed personal letter than a display advert.
Here’s a Tip You May Want to Consider:
7. Don’t put the name of your company or contact information at the top of your letter. It’s best to put it at the end.
8. Watch Your “I’s,” “you’s” and “me’s.
” So far, the word “you” or “yours” have been mentioned thirteen times, whereas, “I,” “me” or “my”have not been mentioned at all!9. Prospective customers don’t care what you want. Their main concern is what they want. Here’s another hot tip:
10. Features Smell! Benefits SELL!Prospects couldn’t care less about the wonderful features of your product.
11. Prospects will be interested in knowing how they could benefit from your product or service.
12. Turn the features of your productinto benefits for the customer!13. Phrases that encourage the prospect to read on include: - “For these three reasons:”- “Here’s why:”- “Here’s another hot tip:”
14. Cut paragraphs to no more than four lines if possible.
15. Making some words bold as in “make your main headline as bold as possible” and “Insert subheads,” turns them into powerful hypnotic commands!People Buy for Emotional Reasons16. People buy for emotional reasons, not for logical reasons. The emotional involvement is what moves them to buy.
Then they use logic to justify their decision.
People Use logic to Justify ActionsTell Them How They Will Benefit17. The prospect might not feel the need for the product, but they will become emotionally involved when they picture themselves using the product or service and benefiting from it.
For example, I have a couple of 18ct gold wrist watches. I don’t need two expensive watches, but the second watch looked dressier.
The moment I pictured myself wearing it, I had already sold it to myself.
Afterwards, when someone said,“Do you need two watches,” I said:
“No. But I think famous-name watches in solid gold can only go up in value.
”Push the Prospect’s Hot Button18. To make the sale, your sales copy has to push the prospect’s emotional hot button and push it hard.
19. Sales copy that is embedded with subliminal commands induces action.
“The moment you use this amazing Super-duper gismo, you will feel thrilled and delighted.”
“All your friends and family will be amazed. You will look at least ten years younger. Your clothes will fit. You will look so much slimmer.”
Use the AIDA Formula20. Attention. Since the soul of the advertisement is promise, large promise; your copy must have a big, bold, benefit-loaded headline.
Interest. Your copy has to arouse interest by mentioning the prospect’s problem.
Desire. Your copy has to arouse desire by stressing the effectiveness of your solution.
Action. Your copy has to give the prospect a reason why he or she should act now!You Must Tell the Prospect What to Do21. Be sure you leave no doubt in the mind of the prospect about what you want then to do.
22. Ask for the order two or three times.
23. Go over the prospects’ problems and explain why your product or service is the best possible solution.
24. Include any testimonials you may have. Remove any lingering doubt by adding a true story like:
”Bill Smart, the CEO of Smart World Enterprises had similar problems, but after using our amazing widget, he found…”
25. Include any other testimonials you may have. Include their full name and the name of their company and URL, rather than just B.
Smart. Ohio.
26. Summarize the major benefits again and give the prospect one or more very good reasons to buy now:
27. If your sales letter is a web page, be sure to help the prospect picture himself or herself getting instant gratification.
28. Use the strongest possible close:
“Get the Solution to Your Problem NOW!Click the ‘YES. Give it to me Now’ button andin less than five minutes you can be using this amazing gismo to…”
29. “Order Form” is psychologically intimidating. Don’t call it an “Order Form.”
Refer to it as a “Risk-Free Trial.”
30. Stress the 30-day, or however long, 100% Money-back Guarantee.
31. Tests show that you will get a better response when you ask the prospect to tick a box that says “Yes.”
o “YES! I Want it Now!”
“YES! Please supply…Quantity…Price…I wish to pay by…Name on Credit Card. Account Number…Code…Expiring…Name onCard…”
32. After you complete the first draftof your sales letter, put it awayuntil the next day.
33. Write tight. Cut out every “that” word or any other “wishy-washy” words that might slow down the action.
Proof, Reproof and Proof Again
34. Reread for mistakes. Read it a second time. Then have someone else proof it.
Use the K-I-S-S Principle35. Remember to “Keep-It-Simple-Salesman.” Write so most seventh graders will understand. Use five cent words instead of dollar words.
36. Don’t try to write like an English teacher. Write the way you speak.
37. Be warm. Be friendly. Use picturesque phrases like ”slow as a snail,” “like a hole in a bucket,” “quick as flash,” “like owning your own Bank,” “like a money-making magnet.”
