If you build it . . . they MAY or MAY NOT COME!
You cannot build a wonderful, professional website and then, sit back and relax as you wait for potential customers to visit your website and make a purchases. You must learn how to create a sales letter that catches each visitor’s attention.
This is especially true if you have a very specific market niche. You will have to implement a more targeted approach through the use of a powerful sales letter.
For example, if you wish to target people age 60+, you cannot wait for them to view your pages because that group does not spend hours browsing the Web. A more pointed approach with a sales letter could be an effective way to reach them.
I am not talking about a quick, run-of-the-mill letter with a sales pitch included. People are already fed up with sales letters and unless it grabs their attention as soon as the open it, they will hit delete without reading a single word.
You have to use every strategy necessary to instantly capture your reader’s interest and ensure they will read your message and make a purchase.
To do this, you must know your targeted market and understand their needs and wants. Get inside the potential reader’s mind. What are the looking for? What do they want (or need) to know?
6 Key Points
for Writing an Effective Sales Letter
- Create Organized Letters
– The why (purpose of the letter)
– The sales pitch (an offer they can’t refuse)
– The wrap-up (summarize and ask for sale
- Be Sure They Are Easy to Read – if the letter is too busy, or complicated, it will be deleted immediately.
Use plenty of white space – it doesn’t feel crowded and overwhelm the reader.
Be conversational – write the way you would speak to a friend.
Use short sentences and short paragraphs – they are easier to read.
Edit and Proof your writing – poor grammar and typos kill your credibility.
- Use Attention-Grabbing Headlines – Say something important to your readers that they want to know, which will keep them reading.
- Keep Your Readers Interested – get them involved as quickly as possible by offering a steady flow of interesting information. Each line of information should build on the previous line to keep them reading.
- Answer Their Questions – Tell them “WIIFM” – Everyone is blasted with messages trying to sell them something from billboards to TV commercials to a steady flow of emails. Be different – offer benefits (answers to questions; solutions to problems; avenue to pleasure).
- Include a Call-to-Action – Let them know what you want them to do as quickly and simply as possible. For example:
- If you want them to call – say so and provide a number.
- If you want them to visit your brick and mortar site – give them the address and hours.
- If you have a product for them to buy – make it easy to purchase and create a sense of urgency (“only 10 unites left”).
- If you want them to subscribe to a newsletter – provide a sign-up box.
The goal is to get them to TAKE ACTION NOW. If do not take action immediately, they probably will not do so at all.
Bill Myers, one of the most prominent and most successful online marketing expert who specializes in sales letters, suggests that those who wish to make an effective sales letter must master the following:
- Visuals, images, photos
- The PS message
- Order Slip
He states that this is the order in which people read a sales letter.
So, if the headline is weak or cheesy – or is filled with “sales clichés,” the addressee will very likely be annoyed and hit delete before they ever get started.
In order to emphasize key points, Myers recommends highlighting or bolding important lines such as lose weight naturally without side effects and money-back guarantee.
Of course, you must have a list to send the letters to – otherwise, a great sales letter is useless.
See my postings on Building Your List for ideas on how to establish a base of contacts (or leads) with whom you can communicate.