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One of the biggest challenges to selling your product or service online is writing the sales copy. You are basically trying to use text to convey the benefits of your product to the buyer.
Hopefully, the prospective buyer has already been searching for the answer to their problem. It is your job to convince them that your offer will satisfy their needs.
You have a product that you believe in and stand behind. Your price is competitive and you offer some incentives to the buyer.
The problem is how to write a good, solid sales letter that will lead your prospects to buy from you.
There are many ways to write effective sales copy. It is definitely not a cookie cutter science though. Learn to be attentive to the needs of your clients, and explain in simple language why they should buy the product you are selling.
It is always in your best interest as a sales copy writer to keep things simple and to the point.
With that said, let us move on to what components you should include in your sales letter to make it outstanding.
Start with the main focus of your sales letter:
What is the Unique Selling Position (USP) you’re trying to offer our clients/customers?
In other words, how is our product or service uniquely beneficial to the buyer?
Answer this question first.
Then you will have the basis for writing a compelling online sales message.
The USP must be something that your competitors do not offer, or your company does better for the customer.
It might be something about the price, the superiority of your product or even the great service after the sale.
Whatever you decide as your unique selling position, be sure to emphasize it more than once using simple down to earth language.
The outline to use for good sales copy includes these things in order of appearance on the page:
Tell your customer exactly how they will benefit from buying your product now.
State your USP in easy to understand text.
Let the buyer know they have found a unique solution to their specific need.
Give the reader an idea of the many advantages of owning your product.
This will keep them interested in reading deeper into your copy to discover if it really is what they want to buy.
3 to 5 bullet points should do it. Make the points clear and try to build desire in the reader’s mind.
With one line of definite purpose, restate the main benefit you started the sales copy within the headline.
Next, use a small list of the best features your product has to offer.
A feature is something that the product has built into it that makes it special. This is important because here is where the buyer will make up their mind as to whether or not your product is right for them.
You have now captured your prospect’s attention, interest and hopefully their desire.
Some copywriters stress that the closing of the sale is the most important part of the sales letter.
It is definitely important to emphasize this part of your pitch to the buyer.
Usually a good incentive to make the purchase right now is necessary at this time. Use your judgement as to what you want to offer. This will help increase your sales conversion rate.
Closing the sale really comes down to simply asking for the person to buy your product. It may sound elementary, but do not overlook this part of the process.
Experiment with different types of closing statements to see what works best. When you incorporate these elements of good sales copy, you will see an increase in the responses to your offers.
Are you ready to create and launch an information product?
Ready to create and launch an information product that will have a indelibly positive effect on your business? …a product that brings you recurring passive revenue, pronounces you as an expert in your field, and produces a lower entry product to get prospects into your marketing channel?
If you are, then put on your seatbelt, because you’re in for the ride of your life! A ride that can be exciting, empowering, exhilarating, and life-changing!
The first step of any successful product creation, and often the step forgotten and minimized, is the step of creating a well thought out Product Definition Blueprint.
A Product Definition Blueprint describes in detail, what your product is, what it does, and who it’s for.
It tells you what your product is, and what it is not.
A well written Product Definition Blueprint offers several key benefits:
First, it helps you stay focused, on track, and committed to a clear, tangible goal. Without clear boundaries about what your product is and what ultimate benefit it provides customers, you might get stuck in the trap many first-time product producers fall into… the trap of never completing…
It only makes sense that if you don’t know what you’re completing up front, how do you know when you’ve finished it??
Second, it enables you to effectively describe your product to others.
Chances are, when launching a new product; you will enrol the help or support of others during the process.
Whether you decide to get input from experts, enlist a sales copywriter, or hire a web designer, having a clear, concise description of what your product is, what it does, and who it’s for will make enrolling the support of others seamless.
Third, it lays the foundation for excellent marketing messaging. If you begin product development with a well-defined audience and a specific ultimate benefit, you’ve made marketing a cinch!
So often inexperienced product developers build a product first and then find an audience later.
This can lead to having a product that no one really wants to buy. However, by considering your audience from the get-go, you can deliver the message and value throughout the product development process.
At the end, building your marketing materials is an easy, seamless process.
To build your own Product Definition Blueprint, answer the following twelve questions:
- Name five reasons you would like to create an information product.
- What subject(s) would you like to explore in your new information product?
List 5 possible subjects.
- What solutions or benefits could you provide to your audience in an information product format?
List at least 10 possible solutions and benefits.
- If you could only create one information product in the next 4 months, which one would be most exciting and rewarding for you to produce?
- Who is your target audience?
Describe them in as much detail as possible.
Describe their demographics, psychographics, interests, career, hobby, gender, marital status, etc.
- What needs does your target audience have, that your product could in some way solve?
Why do they need your product now?
- What ultimate benefit or result will your information product deliver to your target audience?
- What will your customer expect from this product?
- In what format would you like to deliver your information product?
Downloadable PDF files, downloadable mp3/wma files, software system, online accessible webpage, physical CD’s, workbooks, special tools, reports, email delivery of content, other?
Now that you’ve answered the ten questions and built your Product Definition Blueprint, take a moment and feel the excitement of knowing that you have taken the first big step in bringing to life your information product!!
How to say your sales letter
Whose “voice” your sales letter is written in, is a very important factor you MUST consider, before you ever sit down and write ANYTHING.
And of course, your entire marketing “angle” is going to be dependent on that voice as well.
Generally, you have 3 choices of “voices” you can use.
First, you can use the actual person who is “selling” the goods and services.
You’ve got to be careful with this one though, because your prospects are going to be somewhat sceptical whenever YOU personally are pitching something YOU will benefit from, for obvious reasons.
When you are pitching in your own voice, I always find it easier, and more enjoyable — and maybe this is just a personal preference with me — to do this when you’re selling a “service,” or when you’re selling information — as opposed to when you’re selling a tangible product.
Because you can only talk “so much” about a hand-held widget, but you can virtually go on forever about information that’s in a book… a newsletter… a kit… a “system”… or a set of services you’re performing.
And this is important, especially as the price of the items you’re selling increases. Because the more you tell, the more you can justify your high prices… credentialize yourself… and go into detail about the benefits of your services.
How do you get people’s attention and build their interest to take the time to read your sales letter?
Let’s face it.
If you can’t get the attention of prospects and keep their interest your sales letter will just fall flat on its face and thus not make you much money.
You make your sales letter more riveting.
And you do that by creating a thread of curiosity and or surprising information that keeps your prospects on the edge of their seats.
How to make your sales letter riveting
Three simple things you can do right away to make your sales letter more riveting.
1) The 25% Rule:
Simply stated, if the first quarter of your sales letter isn’t absolutely compelling and interesting enough your sales letter will bomb.
So here’s what you do.
You craft an irresistible benefit laden headline and subhead that pull people into the first sentence of your body copy.
You write the copy in such a way that to complete the thought forces your audience into the next sentence.
Next, your first paragraph will naturally flow into the second paragraph and then into the third and so on.
The trick again, is to write the copy in such a way that you’re using stories, case histories, testimonials news or even descriptions that take several paragraphs to write.
Then you break this huge block of copy up into multiple paragraphs. As a result, the first 25% of your sales letter should become riveting.
2) Sentence Finishers:
At the end of key paragraphs you can add a special sentence that beckons your prospects to read into the next paragraph. Here are several examples:
“Stay with me.”
“Let me explain.”
“What happened next will surprise you.”
“I was blown away by what happened next.”
“Now here comes the good part.”
Have you ever noticed on talk radio or on various news programs that the announcer or radio host will give you a preview of what’s to come in their show in order to whet your appetite to know more?
You can do the same thing throughout your sales letter.
Note this technique is closely related to Sentence Enders.
Here are a few examples.
“As you read on, you’re about to discover how XXX can boost your sales by 30% to 400% in just 7 short days.”
“I’m going to reveal my magic metabolism secrets that can peel off 20 lbs within 30 days time. But before I do …”
“In the next 5 minutes as you read every word of this letter, you will know the 7 secrets to exploding your online profits without paying a single dime in advertising costs.”
“By the time you finish reading this eye-opening letter you will know how to take these three fighting techniques and stop any attacker foolish enough to get in your face.”
Here’s the bottom line.
You must keep your prospects focused on your sales message. If your sales letter is like most people’s sale letters – boring – no prospect will take the time to read it and as a result you won’t get sales.
Use these three techniques and try inventing some of your own to keep your reader focused and riveted on what you’ve written.
Build suspense in your sales letter.
As if you’re constantly dangling a carrot before them.
Do this and you should see your sales boost.