Think about what a sales letter actually does. Your sales letter is responsible for three things:

This seems like a simple structure, but it requires you to use three distinct modes of writing throughout, and to seamlessly transition from one into the other. It also requires you to do this in a fairly brief span of time (about which we'll talk more in just a moment.)

The first section of the sales letter is your introduction. Within the introduction, you want to state clearly exactly what your product is. This is not the place to get persuasive about your product: this is simply the place to describe its essential nature so that any customer knows, right up front, what it is that you're selling.
For more details go to: www.sales-page-rapid-fire.com a new type of corkscrew should be described, right up front, as a new type of corkscrew. A new online fantasy novel should be described, right up front, as a new online fantasy novel.

Our third basic principle of direct response site design holds true here: keep it simple, stupid. Online customers have millions of other websites that they could be visiting, and if your sales letter starts off too fancily, obscurely, or densely, they're going to leave your site for one of those other millions. So don't try to dazzle your readers by going into the long history of woodcarving in order to promote your handcrafted wind chimes, and don't sermonize about the history of art and information in order to promote your web design software package. Your first line should always read something like this: "Food is a new type of Widget from the brilliant designers at Acme"–where Food is the product, Widget is its description, and Acme is your company's name. Immediately your customer knows what you're selling, how that product might fit into their life, and who's doing the selling. You've laid your cards on the table–and with this level of simplicity, your customers will be much more willing to pick them up and play.

The second part of your sales letter–the argument–is where you can start getting fancy, introducing some dazzle into your presentation of your product. Your customers know what you're selling: now they're waiting for you to sell it to them. Use whatever tools are appropriate to your product. For a mechanical gadget or appliance, you might talk about how your product's specifications outperform many of the leading brands in your market.

For a piece of art, you might talk about the high level of training and craftsmanship on the part of the artist, or about the prestige and delight that a piece of well-made art can give. For a piece of software, you might discuss the benefits your product gives in terms of compatibility, efficiency, and usefulness–all while emphasizing your cutting-edge technology and your company's history of innovation in software marketing. Anything goes, as long as it's persuasive–and as long as you don't get too long-winded at any point. You want to convince your readers, not to lecture them–and you certainly don't want to bore them into leaving your site.

Once you've said your piece, it's time to move smoothly into the third and final part of your sales letter: the conclusion, which turns your reader from a passive admirer of your product into an active consumer of that product. Like the first part of your letter, don't get fancy with this. A simple call to action will do: "Don't wait. Try Food today by clicking here." By all means should you use the imperative voice: instead of telling your customer that "You can click here to try Food", command them to "click here in order to download/order/whatever."

That switch from the descriptive to the imperative–from telling to commanding–is often all that's necessary to decide the issue in the mind of an undecided customer.
For can visit to: www.sale-trigger-generator.com You can–and should–dress it up a bit, of course: you might close with a pithy line, reiterate your product's slogan or motto, or simply fall back on a standard closer like "Try it today!" As long as you don't bore your reader or spend too much time distracting them from the business of clicking on your "purchase" link, anything goes. (You might also direct them to the other sections of your website in order to learn more, if it's appropriate to your product–as long as you followed our earlier advice and made it simple to order the product from any point on your site, of course.)

Sound simple? It is and it isn't. As long as your sales letter takes into account these three basic points, it'll be somewhat effective–but if you can not only give your customers persuasive arguments but interesting expressions, if you can seamlessly transition from one section of your sales letter to the next without alerting your customers, and if you can use your language to activate your reader's emotions without making them aware of it, then you'll delight and persuade your readers still more–and they'll respond by clicking on your "purchase" link more. So it's worth taking some time to make your sales letter all it can be–or it's worth spending some money on a good marketing copywriter who can do the same. Your sales letter is the heart of your site, after all–make sure it beats.

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This entry was posted on Friday, July 31st, 2009 at 9:21 pm and is filed under Sales. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.