A sales letter should be truthful. Writing a persuasive sales letter is an art, but following guidelines on how to do it is fine if you are an absolute beginner in this field.
Here we will continue on discussing the guidelines one must follow to write a great sales letter. If you have not read the previous steps, click here.
Step 4: Make it simple
Communication is essential in your sales letter, you have to show that your solution is simple and quick to deliver results. Everyone loves a fast and easy solution to a problem. Demonstrating the results of your solution through text, video or images is a good strategy.
Step 5: Talk about the future
Here you will paint a picture in the readers mind, of what it would look like if they would purchase your solution to their problem. The idea is to make them feel the sensation of being problem-free by using your product.
To achieve this you can start your sentence with: Imagine what it would be like _______.
If you are a website designer, for example, you could emphasize on how good a buyers business websites might look. If you design fancy, crazy looking websites, you have to make people understand the value of your work. People are bored of same website designs, and what you could do, as a website designer, is make new, crazy and fun design which would make people happy and excited.
Step 6: Build credibility
Why would the reader chose your specific product? Building trust is very important. What separates you from your competitors? There are a couple of ways to prove your credibility.
- Testimonials can be used if you have some from a satisfied client.
- Give your credentials to people. If you’re a doctor or have a master’s degree, mention it in the letter. This will make people trust you more as a professional.
- If there is someone who is endorsing you and your product, use their credentials too. This way people will see that you are not alone, there are other people in the game with you, which will build even more trust.
- Be honest with your readers and tell them your story. Maybe you have experienced that problem too and found a way to solve it? Tell them about it.
- If you have some numbers, success curves, years of experience etc., be sure to show this information.
At this point you have to impress your reader, because the people that have read this far are experiencing the problem and looking for a means to solve it. So show them why you are qualified to solve these types of problems.
Step 7: Come up with bullets that sell
Not everyone will read your letter thoroughly, most people will skim through. This is why adding bullet points to your sales letter is crucial, and not just any bullet points, but ones that sell. The bullet points will cause the readers to pause and pay attention. As a rule of thumb three to five bullet points, explaining the value of your offer, is good.
At this point you outline the benefits the readers will receive when buying your offer. Try to use a smart approach to outline the benefits. People don’t buy products, they buy outcomes. They are not buying medicine; they are buying a good night’s sleep.
Continue reading on how to come up with a great sales letter (part 3).