Warn them about the consequence or what’s going to happen if they don’t buy. Use visuals, screenshots, and other tools to guide them through the next steps until completed. Be specific and tell readers exactly what to do. For example, offer a 60-day risk-free trial. Your buyer wants peace of mind in a skeptical world. Give a GuaranteeĮliminate, reverse, and take out perceived risks. Offers that don’t involve scarcity don’t sell as well, but the scarcity needs to be genuine or you will hurt your business credibility.Ĭhange the price, make this a limited-time offer, or take away a bonus-for example, bonuses available only at the end of this call or webinar, or for a certain number of days during the product launch, and so on. Explain why the price is what it is and why it is such a great value. Reveal Your PriceĪdd the prices of your product and bonuses together to calculate the value, and then reveal a price that’s much cheaper. Tell prospects how much everything is worth. Build Up Your Valueīuild up the value of your offer. Also, make sure your bonuses are worth the same amount as the cost of your program or more. Add BonusesĪdding bonuses will often increase the perceived value of your product or service, but don’t go overboard with too many of them. Tell readers exactly what they are getting for the price of your product or service. Use an outside authority or third-party validation, such as research statistics, quotes from credible or authoritative sources, case studies, and so on. In the example above, readers aren’t buying a weight-loss product rather, they’re buying a sexy body. So think about that when you’re writing about the benefits of what you’re selling. People want to buy an outcome, not a product or service. Remember that benefits are not the same as features. Use bullet points to list the benefits of your product or service. Show Your CredentialsĮstablish your credibility and demonstrate your expertise. How would that feel? Even better, imagine walking past bakeries with all their wonderful smells of fresh doughnuts and cookies and not even thinking twice about entering. Imagine all your friends telling you how great you look. How would you feel inside? Imagine looking in the mirror and feeling amazing. Imagine shopping for clothes that are two sizes smaller. In your writing, use as many of the senses as possible. Let the reader imagine what their future could be like if they were to solve their problem. Give your readers a typical time frame within which to expect their desired outcome. Let your readers know just how easy it is to use your product or service. Establish empathy and affinity with your audience. Let your audience know the pain and cost you and others went through to develop the solution to the problem. Remember, lots of other people have similar products, so ask yourself how you can stand out from everyone else. Reveal the solution, which is your product, and explain why it’s the best option out there. Identify the audience (who they are, how they feel) or tell a story about a problem, a struggle, or a challenge you might have had in the past. For example, “Lose Weight Without Giving Up the Foods You Love.” 4. The sub-headline gives the main headline support. Back Up the Big-Promise Headline With a Quick Explanation (Sub-Headline) For example, “How to Lose 10 Pounds in 10 Days Quickly and Easily.” 3. Grab the attention of your reader with a great headline that speaks directly to them. This lets the reader know immediately that they are on the right page, so essentially this is your first yes, and you want to get your reader to say yes, mentally, as many times as possible. Call Out to Your AudienceĪddress your target audience (Attention: ) at the top of your sales letter. I kind of feel like I’m painting a mustache on the Mona Lisa by doing this, but many people have asked how I write sales letters and video sales letters so well. Many thanks go to David, a brilliant marketer from San Antonio, Texas, for introducing me to the effective Sales Letter Template. Over the years, I’ve added a few points to the sales letter formula I use, and I’d like to share them with you here. It’s important to be able to write good sales letters, and video letters as well. This sales letter formula has made me millions of dollars since then.Ī sales letter formula can be a big help with your marketing plan when you know exactly how to follow it. I read The 12 Step Foolproof Sales Letter Template, by David Frey, a few years ago.
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