Copywriting Tips: 13 Steps to Creating the Perfect Sales Letter Template

January 20, 2010

Very Interesting Article

Copywriting Tips: 13 Steps to Creating the Perfect Sales Letter Template

Sales Once you  have created an information product, you may think you've
completed all of the hard work.  Unfortunately the most challenging
piece of product creation is yet to come -- the creation of the sales
letter landing page where you talk about and sell your product.

Creating an effective sales letter is really all about following a formula.  If
you look at enough sales letters, you realize that most of them follow
the same template.  While there aren't necessarily any hard-and-fast
rules, here are 13 steps to help you create the perfect sales letter
for your product or service:

1.  Headlines.  First create an intro headline, which appears in smaller font just
before your primary headline and gets your reader warmed up for the
headline to follow.  Then comes your primary headline, which is a large
font in a different font color that must grab your reader's attention. 
The best way to get your reader's attention in your headline is to tug
at an emotion, like fear, insider secrets that no one else knows, or
how to do something. 

Then, you have mini-headlines that are scattered throughout your text.  Usually they contain a benefit and are
meant to draw the reader's eye to a certain section of text.  They are
in a larger font although smaller than the primary headline and in a
different color than the text of your letter.

2.  Greeting.  Start your letter with "Dear <target market name>, a date, and your geographic location.

3.  Introduction.  This is section where you reiterate the details of a particular problem
suffered by your target market, empathize with those who have a similar
problem, outline why it's important to seek a solution, and begin to
drop hints that you've got the solution to this problem.

4.  Your story and credentials.  Elaborate on your background and credentials that make you qualified to
sell this product or service, as well as the story that led to the
creation of this product.

5.  Product introduction.  Here's where you talk more about your product and begin to list and
explain the main benefits (not features), or what's in it for your
reader if your reader buys the product.

6.  Bullet points.  While this isn't technically a part of the template, you'll want to
make full use of bullet points throughout your sales letter as a way of
cleanly listing the many benefits and features of your product.  Bullet
points make it very easy for a reader to scan your page and pick up the
pertinent information she needs to make a decision to buy your product.

7.  Testimonials.  Testimonials serve as social proof that your product works. If others
have purchased and used your product and gained the benefits that you
promise, the reader feels more certain that they can purchase it, too,
and receive similar benefits.  Make your testimonials believable by
including a photo, web site URL, phone number, audio, or video of the
person giving the testimonial.  The more that your visitor can identify
with the person giving the testimonial, the more likely she is to
purchase from you.

8.  Product details/benefits.  Here's where you get to break everything down for your reader, with all
of the details of all of the specific components of your product.

9.  Your offer and bonuses. Your offer can make or break the sale of your product. Make the offer
so irresistible that your reader can't help but think, "I've gotta get
that!"  When you add bonuses to the mix, you increase the value of the
offer immediately. Make sure that your bonuses are directly related to
your main product so that your reader sees the enhanced value.

10. Guarantee.  Make your reader feel safe by offering an iron-clad guarantee that takes all the risk out of the purchase. 

11.  Price justification. Compare your pricing to other products/services that you sell, or to
items your reader might use regularly.  Your goal here is to make the
price a non-issue for the reader by reminding her how much continuing
to deal with this problem is costing her.

12.  Final call to action.  Again make your offer here, with clear, specific instructions on how
your reader can purchase the product.  Remind her of your guarantee and
any bonuses she receives for purchase.  Remind your reader why she
should take action now, and include a sense of scarcity here, as in
time limits, product limits, or limiting the bonuses to the few xx
number of orders.

13.  Closing and postscripts (P.S.).  Sign off on your letter and include at least one post-script.  The
post-script serves as a a powerful place where you give readers a
reason to go back and consider the offer.  Believe it or not, the P.S.
the third most-read section of your sales letter, so don't forget
to include at least one.  The P.S. is also the last place many of your
readers will end up after reading your offer – just before they leave.
Your P.S. needs to be the last persuasive offer to get them to stay and

When you follow these 13 steps, you have now created a powerful sales letter. By following this 13-step formula, any online business owner can create an effective sales letter that sells her
product or service.

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