It’s no secret that you need an effective sales letter to convert more of your visitors into buyers. But the question is, what all should this sales letter include? Read on to discover the seven must-have elements your sales letter needs to start getting better conversions…
1. A Compelling Headline
If your headline doesn’t get your market’s attention, then no one is going to even bother reading the rest of your sales letter. That’s why you need to open your letter by showcasing your biggest benefits (of your product to the reader) in your headline. Whenever possible, you can also seek to arouse curiosity.
- “Which of These Three Secrets of Fast, Effective Fat Loss Are You Overlooking?”
- “Here’s How to Get All The Traffic You Need for Just $25 Per Month…”
2. Rapport-Building Content
The bulk of your sales letter should be designed to connect with the reader in relation to the outcome they are seeking. That’s because people buy based onbelievability that you can deliver results – so once you get them to “know, like and trust” you, you’re that much closer to the sale.
How do you build rapport? Check out these ideas:
- Empathize with the pain of the reader’s problem. In other words, let them know that you understand their problem or share their desire for a goal / interest. E.G., if you’re selling weight-loss information, then you might let people know that you know what it’s liketo feel lethargic because of your weight and feel frustrated in trying to take it off and keep it off.
- Get prospects thinking about the joy of the solution. Once you introduce your solution, explain how it has been life-changing for you or been a difference-maker for you. Then ask them to imagine how it will feel to get similar results for themselves.
One good way to accomplish both of these two purposes (and build rapport) is to tell a story in your sales letter. For example, share an inspirational story of how someone (preferably YOU) who’s just like your ideal customer overcame the same problem that your market is facing.
3. Bulleted List of Benefits
Most prospects are primarily interested in the benefits of your product (what it does for them), which is why you need to create a bulleted list of benefits. This list should provide mounting evidence in the mind of the reader that your product can deliver the outcome the reader desires.
- See page 42 to discover the one food you’re currently eating that may be sabotaging your diet!
- You’ll find out three quick and easy ways to boost your conversion rate – and it only takes five minutes!
- You’ll discover the secrets of getting that Boston qualifier finishing time by actually … wait for it … walking part of your marathon!
Your prospects want to believe you. They really do. But they’ve been duped before, so they’re very wary of being handed more empty promises. Who can blame them?! That’s why you need to include proof of your claims in your sales letter.
Here are examples of the types of proof you may provide:
- Case studies.
- Before and after photos.
- Newspaper clippings.
And similar pieces of evidence that what you’re saying is true.
For example, if you’re selling a guide to writing a bestselling novel, you might provide screenshots and/or newspaper clippings that prove your book was on a bestseller’s list (like the New York Time’s bestseller list), which is proof that you know how to craft a great novel.
5. Objection Handling
While your prospects are reading through your sales letter, they’re likely to think of reasons why they shouldn’t buy your product. These reasons are called objections, and your sales letter needs to raise and then handle these objections. They want your product and your product is a good “fit” for delivering results they desire … but there’s just something that makes them uneasy. Here’s how you remove the “uneasy”…
Objection: I can’t afford it.
Objection handling: Justify the price of your offer by showing them how it’s actually a really good deal. For instance, you might explain that the cost of a membership site is just a buck a day, which is far below the cost of their morning cup of coffee or daily raid of the office vending machine.
Objection: It won’t work for me.
Objection handling: Provide a case study to prove it works. Offer an unconditional money-back guarantee (i.e., risk reversal).
6. A Positive Call to Action
It may seem obvious that inserting an order button at the end of your sales letter means your prospects should click it and place their order. However, research time and again has shown that marketers get a higher conversion rate when they include a call to action (which is where you tell people exactly what to do next to place their order). Even better is if this call to action includes a sense of importance to order now as you’ve learned previously.
E.G., “Take out your credit card and click here to start your order – and do it now because the 50% off coupon expires tonight!”
7. Overall Polished Design
Your prospects are going to make a snap judgement of your product based on what your web page design and graphics look like. That’s why you’ll want to be sure your page looks polished and professional to make a great impression. If you’re unable to do this yourself (with the help of a template), then hire a professional for your layout, design and graphics.
Let’s finish up…
For this secret, your assignment is to go through your sales letter to ensure it has the seven must-have elements that lead to higher conversions. Ask yourself:
- Does your headline showcase a big benefit and get your prospect’s attention?
- Do you build rapport and establish a “know, like and trust” relationship?
- Do you provide a bulleted list of your product’s benefits?
- Does your sales letter handle objections?
- Do you provide proof of your claims?
- Do you offer a positive call to action?
- Does your sales page look polished and professional?
The only way to know for sure if all of these elements are really working for you is to test your sales letter. You’ll learn all about that in Secret #10. For now, check that you have all elements in place, and then later commit to testing and tracking your sales letter.
Meanwhile, I’ll see you in the next secret!
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