SECRETS Of Million Dollar Sales Letters
http://EarnWhateverYouWant.com
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The "inside secret" is about your SALE LETTER -- to make it so interesting, and
"visionary" with the benefits you're offering to the reader, that he can't
resist reading it all the way through. An in attempting to sell anything on the
Internet, the sales letter you send out is when and how you talk to your
prospect.
All winning sales letters "talk" to the prospect by creating an image in the
mind of the reader. They set "the scene" by appealing to a desire or need; and
then they flow smoothly into the "visionary" part of the sales pitch by
describing in detail how "wonderful" life will be and, how "good" the prospect
is going to feel after he's purchased your product. This is the "body or guts"
of a sales letter.
Overall, a winning sales letter follows a time-tested and proven formula: 1) Get
his attention 2) Get him interested in what you can do for him 3) Make him
desire the benefits of your product so badly his mouth begins to water 4) Demand
action from him - tell him to click the right button or send for whatever it is
you're selling without delay - any procrastination on his part might cause him
to lose out.
This is called the "AIDA" formula (Attention, Interest, Desire and Action) - it
works.
On your website, your sales page should be the length of what it would be
if were doing a mailing, or longer if you're using bullets to emphasize benefits
to build the desire.
Of course on the Internet you don't have to worry about letterhead stationery or
the cost of postage, which is a considerable savings. If, however, you want to
also do a mailing campaign then the following would apply. The sales letters in
mailings that pull in the most sales are almost always two pages with 1 1/2
spaces between lines.
For really big ticket items, they'll run at least four pages. - on an 11 by 17
sheet of paper folded in half. If your sales letter is only two pages in length,
there's nothing wrong with running it on the front and back of one sheet of 8
1/2 by 11 paper. However, your sales letter should always be on letterhead paper
- your letterhead printed, and including your logo and business motto if you
have one.
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Regardless of the length of your sales letter, it should do one
thing, and that's sell, and sell hard! If you intend to close the sale, you've
got to do it with your sales letter. You should never be "wishy-washy" with your
sales letter.
You do the actual selling and the closing of that sale with your sales letter -
any brochure or circular you send along with in your mailing will just reinforce
what you say in the sales letter.
There's been a great deal of discussion in the past few years regarding just how
long a sales letter should be. A lot of people are asking: Will people really
take the time to read a long sales letter? The answer is a simple and
time-tested yes indeed!
Surveys and tests over the years emphatically prove that "longer sales letters"
pull even better than the shorter ones, so don't worry about the length of your
sales letter - just make sure that it sells your product for you!
You break up the "work" of reading by using short, punchy sentences, underlining
important points you're trying to make, with the use of subheadlines,
indentations and even the use of a second color, and leaving lots of white space
around it.
On your website, the sales letter should run down the middle of the page so the
viewer doesn't have to keep adjusting the screen to see the whole sentence. This
is very distracting and more apt to send that client to another website than
losing patience reading a long letter.
Relative to the brochures and circulars you may want to include in your mailing
with your sales letter - providing the materials you're enclosing are of the
best quality, they will generally reinforce the sale for you. But, if they are
of poor quality, look cheap and don't compliment your sales letter, then you
shouldn't be using them.
Another thing, it will definitely classify you as an independent home worker if
you hand-stamp your name/address on these brochures or advertising circulars
instead of having them printed.
Whenever possible, and so long as you have really good brochures to send out,
have your printer run them through his press and print your name/address - even
your telephone number and company logo - on them before you send them out.
The thing is, you want your prospect to think of you as his supplier - the
company - and not as just another independent entrepreneur. Sure, you can get by
with less expense but you'll end up with fewer orders and in the end, less
profits.
Another thing that's been bandied about and discussed from every direction for
years is whether to use a post office box number or your street address.
Personally, I don't like Post Office Boxes in a business address - because it
transmits an aura of instability or temporary location.
If your business is run from home, get a mail box from a post box vendor that
has a street address. Then your address looks like, 1234 Willow Lane, #567, Your
Town, and the box number could appear to the reader as a Suite number. However,
if you live in a remote area where your address is 7890 Main St., RFD 42, Box
123, Your Town, then you have no choice but to include both your post office box
number, AND, your street address on your sales letter.
When doing it strictly for your website, put your street address, telephone
number, and email address at the bottom of the page. More than likely, the
customer will contact you by email, but it conveys dependability if that
Internet buyer sees that you're willing to give your address. This kind of open
display of your honesty will give you credibility and dispel the thought of you
being just another "fly-by-night" mail order company in the mind of your
prospect.
Above all else, you've got to include some sort of ordering page or coupon if
you're mailing. The coupon has to be as simple and as easy for the prospect to
fill out and return to you as you can possible make it. The order page on your
website should already be filled out, with perhaps just the shipping left to
choice.
If your product is an eBook or software to be instantly downloaded, then you
don't have any options to be chosen. A great many sales are lost because this
order coupon is just too complicated for the would-be buyer to follow. Don't get
fancy! Keep it simple, and you'll find your prospects responding with glee.
Should you or shouldn't you include in your mailing a self-addressed reply
envelope? There are a lot of variables, as well as, pros and cons to this
question. Overall, when you send out a "winning" sales letter to a good mailing
list, a return reply envelope will increase your response tremendously.
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