The Power of Sales-Letter
Apart from of what you’re demanding to sell, you really can’t sell it with no “talking” with your potential consumer. In attempting to put on the market anything on the Wolrd Wide Web, the sales letter you mail out is when and how you converse to your prospect.
Every single one of an attractive sales letters “talk” to the prospect by creating an image in the mind of the person who reads. They put “the scene” by alluring to a desire or need; and then they pour slickly into the “visionary” element of the sales playing field by describing specifically how “wonderful” life will be and, how “good” the prospect is going to feel after he purchased your product. This is the “body or guts” of a sales letter.
Usually, a charming sales letter have these a time-tested and proven rule:
1. Catch an attention
2. Get the reader interested in what you can do for them
3. Make they want the benefits of your product, maybe, his mouth starts to water.
4. Demand action from them – 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.
Anyway, the length of 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.
Regardless of the length to do your sales letter must be something else, and that is to sell and sell hard! If you plan to sell to close, you have to do with your sales letter. You should never be “slap” your sales letter. You need the actual selling price and the completion of that sale with your sales letter.
There’s been a great deal of argument in the past few years concerning about 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!
The “inside secret” is to make your sales letter so interesting, and “visionary” with the benefits you’re offering to the reader, that he can’t resist reading it all the way through. 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.
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.
Tests of late seem to indicate that it isn’t that big a deal or difference in responses relative to whether you do or don’t pre-stamp the return reply envelope. Again, the decision here will rest primarily on the product you’re selling and the mailing list you’re using. Our recommendation is that you experiment – try it both ways – with subsequent mailings and decide for yourself from there.
