Sales
Letter Skeleton:
Headline:
The only job of a headline is to get the reader's attention and force
him to keep reading. Try to summarize exactly what major benefit he
will gain from buying from you. What problems will you help him solve?
What end result will you help him achieve? Make a bold promise
and offer instant results. A headline determines
80% of the success or failure of a sales letter, so spend some time
on this step.
Problem - Solution:
The opening must force him to keep reading a sales
letter. Show him that you understand his problem and that you have
the solution. Make him really feel the pain - then paint a vivid picture
of the end results you will help him achieve. A tried and tested way
to start a letter is to use an "If you <have this problem>
and want <main benefit>, then read this important letter right
away..." angle. Summarize a entire offer and show him the major
benefits he will receive.
Credibility & USP:
He sees hundreds of sales letters every day... Give him a VERY good
reason to trust you. How can he be sure that you really know what
you're talking about? What makes you so special? What makes a solution
unique? Establish a credibility and give him success
stories if possible. Share a personal story and make him trust
you.
Testimonials:
Can you show him testimonials from people who have bought from you?
Give full contact information. Try to include a few really good ones
from industry experts, detailing the specific results you helped them
achieve. Specifics are 10 times more powerful than general hype.
Benefit Bullets:
Can you show him exactly what benefits he will receive, bullet by bullet?
Spell out exactly what he get, every single problem you help him solve,
every single benefit he get - and the end result each one will help
him achieve. It should read like a long list of headlines. This is
where you build up the value of a offer, so make it exciting and
use specifics whenever possible.
Bargain Price:
OK, what's the price of this thing? Can you give him a GREAT deal
if he act now? Remind him about the pain and compare a price to the
cost of NOT having a solution. Dramatize the low price and make
it seem like a bargain.
Risk Reversal:
Can you guarantee results? he don't want any risk here - how do he know he can trust you? Give him a generous, unconditional money back
guarantee. Let him know that there is no way he can lose and that you
are willing to take all the risk. If he feel that he can try everything
risk-free, he 'd be stupid not to order.
Bonuses & Scarcity:
Can you throw in a few valuable extra bonuses or give him a special
discount if he place the reader's order today? What do he lose if he procrastinate?
Extra bonuses increase the perceived value. If he feel that he get a
great limited deal by acting right away, you have the reader's order. Include
one final bribe to make him act right now and show him what he will be
missing out on by NOT acting now.
Call to Action:
Tell him to place the reader's order NOW. Show him exactly what to do. What steps
do he need to take? How long will it take - will he get instant access?
What will happen after he place the reader's order?
Personalise
Sign the letter in your own name.
P.S.
OK, you have one final chance to sell him. Remind him again of the
major benefits he will receive. Remind him of the risk-free offer
and the guarantee. Remind him of the deadline and tell him again that
he need to act NOW to take advantage of a generous deal. If he skip
straight to a PS section, it must be attractive enough to make him
want to go back and read a entire sales letter again.
