Increasing client value is the primary goal of every business. What makes your business tick is a fundamental concept you need to grasp, whether it be through a direct sales letter or an online presence.
To produce effective sales letters, you don’t need to be an award-winning copywriter. Writing effective sales letters is actually more of a science than an art. Even experts utilize tested “templates” to create sales letters that produce the intended results.
Everybody experiences some level of purchase resistance. Your sales letter’s main goal should be to persuade your reader to act while overcoming the resistance to making a purchase.
The sales letter needs to appeal to the reader’s emotions to the point where they are moved to action. The letter ought to make an effort to hit the emotional “hot buttons” or pressure points that will sway the reader to make a purchase.
The expectation of gain and the worry of loss serve as the two main sources of inspiration.
Let’s say there are two courses “How to Enhance Your Career” and “How to Avoid Receiving the Pink Slip” at $20 each to buy —which would you choose to purchase as a customer? The second book I guess.
The second book will always sell more copies.
Why?
It’s because it solves the worry about losing something.
The following is a 12-step guide to creating sales letters that work every time.
1. Attempt to draw attention
If the reader has already opened your mail, the crucial next move is to capture interest . The headline will catch your reader’s attention first. People tend to discard their mail because they have such short attention spans. Unless the headline catches their eye, they will throw it in the trash.
Here are three headline templates that have been shown to increase concentration.
- HOW TO _________________
- THE ESSENTIAL SECRETS OF ____________ ARE NOW AVAILABLE
- WARNING: DO NOT DO ____________ UNTIL YOU DO ____________
2. Identify the reader’s problem.
You need to get right to the problem as soon as the reader has an undivided attention. Make an effort to relate to the reader.
Another approach is “agitating the issue.” Here, you state the issue, then stir it up so the reader can actually feel the anxiety and pain of her predicament. People are such strong creatures of habit that we rarely care to alter our behavior until it causes us great suffering. .
3. Offer a solution to the problem.
Now that you’ve recognized the reader’s issue, you play the role of the “saviour” by outlining the solution. You introduce your product or service and demonstrate how it will solve all the reader’s concerns.
4. Provide a list of your credentials
Simply informing the reader that you can improve her quality of life won’t compel her to reach for your offerings. You must build trust and establish your credibility. This can be accomplished in the following ways:
- Citing examples and case studies of success.
- Mentioning well-known businesses (or individuals) you have done business with.
- Mentioning your professional background.
- Highlight any significant honors or medals you have received.
5. Emphasize the benefits of your products.
At this point, you need to explain to the reader how using your product or service will benefit her specifically. Don’t only highlight the features. Nobody is only concerned with the features. Instead, you can create two columns by drawing them. You can list the features in one column and any potential benefits from those features in the other.
For easier navigation, you can also use bullet points for each advantage.
6. Provide social proof
After outlining all of your advantages, you need to establish credibility and trust with the reader by including reviews from pleased clients.
Testimonials are powerful marketing tools that support the validity of your claims. Include images of your clients together with their names, addresses, and phone numbers as another approach to increasing the impact of your testimonial. The majority of readers won’t call to ask. However, if you provide the figures, it gives you more credibility.
7. Finalize your offer
The most crucial part of any sales letter is your offer. There are many different layout options for your offer. The best deals typically combine appealing pricing, terms, and freebies. Increasing the benefits of your offer is always more profitable than simply lowering the price.
8. Make a promise or provide a guarantee
By removing the danger from your offer, you can make it even more enticing. Keep in mind that individuals naturally fear that marketers are out to defraud them. Only if you are completely confident in your goods or service should you offer a very strong guarantee. Your credibility is destroyed if you make a guarantee and then break it afterwards. So take care. Very few customers will truly require a refund if your product or service is excellent enough.
9. Introduce the principles of scarcity
Even when an offer seems enticing, most people take their time to answer. There may be a variety of causes, including:
- They don’t experience enough discomfort to change.
- They are very preoccupied and eventually forget.
- They don’t think the price demanded is reasonable given the perceived value.
- They are simply slow.
You must include incentives with the offer in order to motivate them to act. By telling your reader that either the supply or the amount is restricted, you can instill a feeling of scarcity. You might also say that your offer is only good for a short while.
You may add in your offer, “If you buy by (so-and-so date), you will receive a ton of free presents.”
Or
Alternatively, as we only have 60 of something (goods or services), “first come, first served” will determine who gets it. “Once they are all finished, there won’t be any more available.” Alternatively, you may state, “This offer is only valid for the next 15 days.”
However, once such an offer has been made, it cannot be revoked, and the deadline keeps getting pushed out. Customers will start to lose faith in you as a result of this.
10. Call to action
Don’t assume your reader knows how to take advantage of your offer or how to use it to their advantage. You must provide them with careful instructions on how to create the order in clear, concise language. A postcard, pre-paid envelope, and/or order form should be included. Always include an intriguing comment. The letter could include a perk for responding quickly, such as a discount, an exclusive offer, presents, etc.
11. Issue a notice
A successful sales letter should continue to evoke emotion even after your call to action; therefore, issue a warning.
The “risk of loss” technique can be used to explain to the reader what would happen if she does not take advantage of your current offer.
Try to instill a sad image of the consequences of waiting to act in the reader’s mind. Make sure they understand how much they are missing out on at the moment.
12. End with a reminder
A proper reminder to use is to always offer a postscript (P.S.). You might want to reaffirm your attractive offer in your postscript. Include your call to action after mentioning the limited-time (or quantity) offer if you used scarcity in your sales letter.
Anyone can create an effective sales letter that sells by following these 12-step techniques.
Here are some additional tips to make your sales letter even better:
Tip 1:Always highlight the features and benefits. The hardest part of producing a great sales letter is just starting. Using a pen and paper, make a list of all the aspects of your product or service. Then, on a different piece of paper, make a list of the advantages of your product or service.
Tip 2: After you finish writing the letter, put it out of your mind for a couple of days. You’ll be able to edit your letter more practically as a result.
Tip 3: Create a “swipe file” to help you be more creative. When you come across a well-done advertisement, website sales letter, or particularly strong letter in the mail or via email, save it in a file or folder so you can refer to it repeatedly. Keep exchanging concepts.
Tip 4: Make a client profile sheet by compiling all the information you have about your target consumer before you begin writing your sales letter.
Tip 5: Only make your sales letter as long as is necessary. You can create a 20-page e-book or a 2-page brief essay. Both have the fundamental goal of stirring up emotion and inspiring action.