Is There A Secret Structure In How To Write A Sales letter?
if you want a powerful, effective sales letter that produces an avalanche of
sales, then there most definitely is.
the structure that will knock a prospect’s socks of is briefly explained
1. The Secret of The Promise
your prospect a promise. Professional
copywriters may address as many as 37 different emotions to fire up their
readers when writing a sales letter. The
most common ones are fear, greed, curiosity, vanity, benevolence and
to diagnose the primary emotion you’re trying to evoke in your prospect. And then tell her what you’re going to do for
him … what benefit you have for him … to wipe out his fear or fulfill his
desire. Or help him achieve his dream.
Secret of The Picture
your prospect to “see” herself realizing the
benefits of your promise. Paint a vivid
picture in words of what benefits she’ll receive.
The Secret of Proof
can’t just tell her about the benefits she’ll receive. You have to prove to her … in a compelling
way … that what you say is true. And
your proof has to satisfy your prospect’s concerns.
Ultimate Selling Proposition. Show your
prospect how and why your product or service is the best and only answer to her
needs. And why it’s unique.
is pretty much what it says. Here is
where you close the deal. And you get
your prospect to take the action you want them to take.
you tell your prospect exactly what she’s getting and for how much.
The Actual Components Of How To Write A Sales Letter
The Headline – Where you
grab your prospect’s attention. And pull
him into your copy. How? By saying something meaningful to him. Something that appeals to his core beliefs,
feelings and desires.
copywriters may spend 50% of their time on the headline and the lead. A
winning headline gets attention. And
you only have about five seconds to get your reader’s attention.
The Lead – Where you
“hook” your prospect. And deliver the big promise. Where you show him how your product or
service will make him richer, smarter, sexier or more powerful.
sure you offer your prospect a promise he can’t refuse. Paint
a picture in your prospect’s mind.
Maybe debunk a common myth. Or
spout off some facts and figures that make your product stand above your
The Body – Where you do most of your hard selling. And the only way to do this effectively is to
become intimate with what you’re selling.
of all the ways it can improve your prospect’s life … then load up your letter with benefits.
Proof – Now you’re
ready for the “proof” part of your letter.
What kind of evidence would you need to persuade your prospect? Perhaps a specific study? Facts and figures?
are powerful ways of proving that your product or service is as good as you say
it is. Dig deep to get the proof you
need to establish credibility. Whether
it’s by using articles, studies, testimonials, or any other “independent” data
that supports your argument. Show you
prospect that you can back up what you say.
The Close – This is
it. When you “look” your prospect
straight in the eye and ask for her money. You must cement the buying decision in your
are four important parts of this process:
you even mention the price, remind her that she’s hit the jackpot with all the wonderful benefits she’ll gain from
your product or service. This is also the
perfect time to throw in some additional benefits.
you make the offer. In simple, crystal-clear terms, you tell her
what you’re offering for a modest
payment. This is no time to be cute or
clever. If it’s a book for $19.95, then
say it’s a book for $19.95.
revealing the price, you’ve got to prove
to your prospect that she’s really got nothing to lose by trying your
product or service. That all her money
will be refunded if she isn’t happy with what you sold her.
finally, a strong PS is a powerful
component when considering how to write a sales letter. It’s a surefire way to reignite your
prospect’s desire right before she fills out the order. Moving her towards that final step you need to
close the sale.
The Order Device – Where you
turn your prospect into an actual buyer.
And a future customer. You use
this element to re-energize his buying
decision. And eliminate any possible
Effective order devices review benefits, restate the money-back guarantee, and rephrase the special bonus (if you have one … and you will want to have one). Make the Order Device as persuasive as you possibly can.
Weave These Into Your Letter For Kick-Butt Emphasis
that some of the most effective “pictures” in direct mail have been only a few
lines long. Don’t overdo it.
the picture. Lay out the benefits. Move on. That's how to write a sales letter.
Selling Proposition (USP) – As mentioned above, it tells your reader
how your product is the best … and
only … answer to his wants and desires.
How it’s different, more unique or better than anything else available.
are most effective when woven throughout a letter. AWAI … the people who trained me in the
secrets of copywriting … refer to this as “The Golden Thread.”
some research and find out what makes yours better than the competition. Does it save a lot more time? More money?
Make him smarter than his buddies?
Subheads – Subheads are
mini-headlines. They break down big
ideas into easily digestible bits. And
draw readers’ eyes to your most important copy.
fact, subheads are a perfect place to use headlines that didn’t make your cut
as your headline.
The False Close – Is a more
advanced change-of-pace technique when discussing how to write a sales
letter. It keeps your prospect from jumping ahead because she knows what
you’re selling. And that she doesn’t
she’s expecting the big close, you pull the plug. And switch to something completely
Go somewhere else. Tell a different story and then lead her back to your real close. By pulling back, you lower her defenses. And the real close becomes much easier.
course, writing a killer sales letter to sell your product or service requires a
lot more than simply reading a how-to article.
It is usually best left to a pro.
if you want to DIY … or you have an in-house writer to do it for you …
using the techniques above will show you how to write a sales letter if you don't want to hire a pro.