Is There A Secret Structure To Writing A Sales Letter?
There definitely is if you’re talking about a sales letter that gets the response you want, no matter what it is.
1.) The Secret of The Promise
Make a promise to your prospect. There are a wide variety of emotions … as many as 37 … a pro copywriter may choose to address in a sales letter. The six emotions used most often though are fear, greed, curiosity, vanity, benevolence, and insecurity.
Identify the primary emotion you’re trying to evoke in your prospect. And then tell him what you’re going to do for him – what benefit you have for him – to eliminate his fear or fulfill this desire.
The biggest thing to remember when writing a sales letter is to provide benefits. Lots of them.
2.) The Secret of The Picture
Paint a picture for your prospect in words. Help her to see herself benefiting from your promise.
3.) The Secret of Proof
It’s not enough to tell your prospect about the benefits they’ll receive. They must have proof that what you are telling them is true. And that proof must satisfy them.
4.) The USP
The Ultimate Selling Proposition. It tells your prospect why your product or service is the best … and the only … answer to their needs. And why it’s unique.
5.) The Close
It is what is says. You close the deal here.
6.) The Offer
This is where you tell your reader what she’s going to get. And what it’s going to cost her.
The Actual Components Of How To Write A Sales Letter
The Headline – where you grab your prospect’s attention. And pull him into your copy. How? By saying something meaningful to him. Something that appeals to his core beliefs, feelings, and desires.
Good copywriters may spend 50% of their time on the headline and the lead. A winning headline gets attention. And you only have about five seconds to get your reader’s attention.
The Lead – here’s where you “hook” your reader. And expound on the big promise. How will your product … or service … make her sexier, skinnier, richer, smarter, or more successful.
You’ve got to offer your reader a promise he simply can’t turn down. And you do this by painting a picture in his mind. Perhaps by refuting a common myth. Or providing some corroborating facts and figures.
The Body – where the real selling occurs. But only if you become intimate … an expert … at what you’re selling.
Come up with as many ways as you can to improve your prospect’s life and then load up your letter with benefits. Not features. Benefits.
Proof – yes you actually have to prove that what you’re saying is true.
But what do you need to convince your prospect? A study? Facts or figures? Testimonials?
Testimonials are probably the most powerful way there is to prove that what you’re offering is as good as you say it is. You can never have too many testimonials.
You need to establish credibility. Whether it’s by using articles, studies, testimonials, or any other “independent” data that supports your argument. Show your prospect that you can back up what you say.
The Close – when you spell it out and ask your prospect to pull out his wallet and pay you for your product or service. And when the buying decision becomes solidified in their mind.
The four parts of this step are:
1. Don’t mention price until you recap all the fantastic benefits she’ll get from your product or service. In fact, this is a great place to add even more benefits.
2. Next, make the offer. In simple terms, tell her exactly what she’s getting. And for how much. Don’t try to be clever or cute. If she’s getting a digital download … an e-book … for $19.95, then say it’s an e-book for $19.95.
3. After revealing the price, you’ve got to prove to your prospect that he’s really got nothing to lose by trying your product or service. That all his money will be refunded if he isn’t happy with your 100% money-back guarantee.
4. And finally, a strong PS is a powerful component of how to write a sales letter. It reignites your prospect’s desire right before he fills out the order. Moving him that one step closer to the sale.
The Order Device – where you turn your prospect into an actual buyer. You use this element to re-energize the buying decision. And eliminate any possible buyer’s remorse.
An effective Order Device summarizes benefits, restates the 100% money-back guarantee, and reiterates the special bonus (which is pretty much mandatory). The Order Device must be a strong as the rest of the letter.
Weave These Into Your Letter For Maximum Emphasis
Paint A Picture – by painting a vivid image in your prospect’s mind, you’ll develop a connection between him and your product or service.
Remember that the most effective pictures in direct sales are usually only a few lines long. Paint your picture. Don’t overdo it. And then move on.
The Unique Selling Proposition (USP) – one of the important parts of your business. Why is your product … or service … the best and the only answer to your prospect’s needs? Explain how it’s more unique, better, or different than any other.
A good USP should be woven throughout your sales letter. Take some time and do some research to determine why your offering is better than that of your competition.
Does it save your reader a lot more time? More money? Make him smarter than his buddies?
Subheads – subheads are mini-headlines. They break down big ideas into more easily digestible pieces. And draw the reader’s eye to your most important copy.
Actually, subheads are perfect places to use headlines that didn’t make the cut as your main headline.
The False Close – is a more advanced change-of-pace technique when discussing how to write a sales letter. It keeps your prospect from jumping ahead because he knows what you’re selling. And that he doesn’t need it.
Just when he’s expecting you hit him with the close, you switch directions. By switchingto something completely different.
Lead back to your real close after telling a different … totally unexpected …. story. When you pull back, your prospect lowers his defenses. Then the actual close becomes quite a bit easier.
Rod Besler is a freelance copywriter and marketing consultant with more than 10 years’ experience writing and marketing on the internet. He’s authored a FREE Report on how to create a stampede of new clients by creating the right Buzz Piece for your website while using the Art of Persuasion to explode your business.
