So you want to sell online... You have a product ready to go, but how
are you supposed to write a sales letter like the ones used by the
biggest names in internet marketing? A sales letter that attracts
prospects and makes sales?
It's no secret that the biggest names in online marketing have
been studying the art of writing sales copy for the web for many years.
If they haven't, they hire someone who has.
Just having a product
to sell online is not going to make you sales. Unless you have the
budget to hire a pro copywriter for the web (which will cost you as much
as $15,000 for one sales letter, possibly plus 10% of the gross sales),
you had better start learning how to write a sales letter that will
bring you sales.
The key to a winning sales page for your web site
is crafting a great offer. Your offer must be so irresistible, that it
almost looks like you are getting the short end of the deal. Like the
customer is taking advantage of YOU!
Your irresistible offer must
also stand out from the crowd. Develop your own USP (unique selling
proposition) and wave it around like a flag. This is why they should buy
from YOU, instead of somebody else.
One more thing your offer
must do is solve a pressing concern or problem that your prospect is
AGONIZING over. Your sales letter must clearly state their biggest
problem. Prove how bad this problem really is to your reader. Then give
them the clear solution to their problem available only from YOU!
off your sales letter with the offer's biggest benefit to your
potential customer. Then lead them into an interesting story dealing
with their situation. Capture their attention and hold it, by inserting
subtle "teases" that tell them what's to come further on in your letter.
This creates curiosity, and if done well, will keep them GLUED to your
To build value for your product from their perspective,
educate your reader and inform them of what your product will do for
them (always keeping "What's In It For Me" in mind). Make sure any
strong statements are backed up with a "reason why" so they are more
believable. This does wonders for your credibility in their eyes. If
price is a major objection use a strong reason why to make the prospect
understand your product's real value to them.
As your offer
develops use a limited time or limited quantity deal to create a sense
of scarcity and fear of loss. Spell out your bonuses clearly and recap
the benefits they will get (and WHY they are important). Then go over
everything they will get WHEN (not IF) they buy from you.
sales people would call your next step closing the deal, but you should
really look at it as a "call to action". Tell your reader EXACTLY what
you want them to do NOW, then tell them WHY.
Sign your sales
letter as you would normally, with a pleasant goodbye and your signature
or initials (a scanned or hand drawn signature works well). Include a
P.S. where the first paragraph is another recap of what they will get,
and in the second paragraph nicely question their commitment and
attitude concerning the biggest benefit, ending with another strong call
to action. (The second paragraph can be a P.P.S.)
The more your practice, the better you will become at writing sales letters for the web that sell.
"The Masters" helps a lot, too. It is common practice in the world of
copywriting for the web to collect a "swipe file" of sales letter
examples from various copywriters and marketers. Use the examples in
your swipe file to build (also known as modeling) your own successful
sales letter, written mostly in your own words. Be sure you customize
the examples for your market and offer, and don't copy anything word for
word or you may be facing copyright infringement troubles later on. Read more Internet Home Business Tips and Advice that you can use from Ken Leonard Jr.