Writing an Awesome Sales Letter (Part 3)

Writing an awesome sales letter

If you haven’t read the previous steps click here.

Step 8: Show solid proof

Here you will have to back up all the claims you have made using solid proof. You can show how your product works through videos or images to back up the claims in the previous bullet points. If you are selling a stain remover, per say, you can show how it removes a wine stain from a piece of cloth.

There are a couple of ways to show solid proof:

• Show your product in action.
• If you have testimonials to support your claims, show them here. Mention how other people benefitted too.
• Use data or research from a reputable provider.

The higher the risk involved in buying your offer, the more proof you will need to make the buyers feel comfortable.

If there is no way for you to back up a claim you have made, consider removing it. A promise with no proof can do more harm than good.

Step 9: Make the offer

Here you should explain in detail, what your buyers will be receiving when they give you money. You have to be clear and not confuse the readers. All doubt must be left behind, otherwise your prospects wont buy. There is some crucial information which needs to be included in the sales letter such as :

• How long will the shipping take?
• The dimensions of the product and weight.
• What is the cost, and what types of payment methods are accepted.

These questions must be answered, think about them and include them in your sales letter.

Step 10: The cherry on top

You can do a couple of things to make your offer more attractive. This will almost certainly increase response. You can add a bonus product to the first 100 people who respond, at no cost. Or a discount if someone buys your product within a certain time period.

This is a great way to increase urgency. Make sure to take those bonuses away after a certain date.

Step 11: Urgency

Adding the urgency element, if appropriate for your product or service, will get readers to act now. If they decide to think about it, the chances of them returning are low. You need to make the buyers take action now, if they believe they can come back tomorrow or in a month for this offer, they are less likely to take action now.

A very effective way to create urgency is using this phrase, “Think about how much money you are spending every day on this problem, this can change if you take action.”

Step 12: Reverse risk

Here you make the buyer feel safe in purchasing your product. There are a couple of way you can do that. You can provide guarantee, offer a free trial, provide a return policy etc.

Step 13: Make the call to action

Make the call to action visible, and execute your plan. Make sure the call to action button such as  “Click the Add to Cart button below” is clearly visible. If your sales letter is good, you might have a lot of conversion from lead to buyer.

In this series we have discussed on how to create a sales letter. This is a very powerful document that is used to capture the readers attention, show your credibility, prove your claims and build trust, and hopefully the end result will be profitable.