High converting sales letters all have a few things in common: They’re great at catching attention, they create immense excitement in the buyer, they prove every claim they make and they justify the price while removing any objections to buying.
If you can combine these four elements in your sales letters, you’re almost guaranteed to have a selling machine on your hand.
If you don’t catch your reader’s attention and get them to read the rest of your sales letter, then none of the rest of what you write will matter one bit.
There are several proven ways to catch attention:
- Shocking headline – “Amazing Secret Discovered By One-Legged Golfer Adds 50 Yards to Your Drives, Eliminates Hooks and Slices”
- Newsy Headline – “MIT Professor Discovers New Drug Reduces Hunger by 31.7%”
- Benefit-Driven Headline – “Give me 10 minutes and I’ll show you how to increase your income by 10%”
These are just three examples of attention-catching headline “formulas” that have worked over time. Learn to catch your prospect’s attention by using swipe files as well as writing your own.
The best way to convey excitement about your product on paper is to actually be excited about it yourself. When you’re excited about what you’re writing about, that will come through in the “tone” of your writing.
Get into your customer’s minds as you’re writing – What would they be excited about? If you can get excited about that as well, you’re golden.
Anyone can make a bold claim, but the proof of that claim is what really matters.
Would you rather buy a product from someone who says “I can teach you to make a million dollars” if they don’t have the credibility, or would you rather buy from someone who says “I can teach you how to make $8,000 a month” and actually proves it?
The fact is, people buy on proof, not on claims. How can you prove to your future buyers that you can really deliver on what you’re talking about?
Here are a few potential proof points:
- Scientific studies of your product
- Case studies and other client results
- Personal results
- Your background
- Video demonstration
Justifying Price and Dispelling Objections
Once you’ve created excitement and proved that you can deliver, what you then need to do is address any reason why they wouldn’t buy your product.
Often one reason is price. If that’s the case, make sure you provide a strong case for why your product is more than worth the money and is actually a steal. If you can prove that you’ll actually save them money in the long run, all the better.
Dispelling objections is often as easy as providing an iron-clad guarantee. Zappos, for example, removes any fear of buying by proving free shipping for online shoe purchases both ways. So if customers don’t like it, they get all their money back. Try to come up with something similar for your product that removes all fear of buying.
If you can hit on all four of these points, your sales letter is almost certainly going to convert very, very well for you.