The Basics Of Sales Letter Success

While there is no ‘right way’ to design a sales letter but there is a basic format. Both designing and what you say to captivate your readers to be interested in reading have the same importance.

Headlines

Every marketer will tell you to use red in your headlines, because it converts better than any other colors. Make the fonts legible and stand out against the background. For an added creditability, use quotation marks, italics, underlining or even highlighting the most important words.

Headlines are the first thing your readers will see, and your sales letter depends on having good and catchy headlines to make your readers’ decision to read further or click away. You can create as mysterious as possible in your headlines to create curiosity and trigger the emotional response of your readers wanting to read the rest of your page. Even better use numbers and percentage to increase the impact.

Body

Maximize the use of white space, headings, quotation marks, bold, italics, underlining, bullet points and even highlighting the most important words. Keep high contrast between elements in your page. Some ugly sites converts better that those graphic designing type of sales page because these ugly sites contained contrast. Human visual systems are sensitive to changes in brightness not colors and if your page have strong contrast will tends to do better.

There are some arguments that long copy converts better than short copy. But the most important is quality copy. It may be true that long copy is better than writing a short sales letter but if it does not have the quality to captivate your readers, then you will not make any sales from it. Your readers will not even bother to read the whole sales letter.

It should be punchy and interesting, and suits the tone of your market. You need to use psychology and tactics that will draw your readers to buy. Focus on the best benefits of your product and make sure it’s the hardest hitting ones. You need to make your readers trust you and give them confident to buy your product. Give full description of your product so your readers understand completely what is being offered.

You may list out the problems that the readers have and explain how your product can solve the problem or you can write about the problems that others are facing and how it can also affect your readers then suggest the solutions to the problem – your product.

You can add quality bonuses to entice your readers and the more bonuses offered the more chances your readers will purchase your product. Your bonuses could be an ebooks, short reports or software which is of good quality. It will be better if you provide a gift which is closely related to your main product.

You can add the sense of urgency that they must buy now to get the bonuses or you can show them how many bonuses remaining or left for grabs. You can even make a time limited offer for your readers to get the quality gifts before you stop giving away.

Adding testimonials gives added advantage for the success of your sales letter. Adding testimonies from your previous customers saying how they have benefitted after buying your product will give confidence to your readers making them more likely to buy. It will be even better to have testimonials from a well known person praising your product.

Make sure the order form is visible and easily access by your readers. The price stated in your sales letter to have a strike mark through it indicating there’s a price reduction and make a statement that the discount is a time limited offer and it will be increase to the original price soon. If your product is what they are looking for, this technique will make your readers to purchase immediately after reading your sales letter and not thinking of buying it later.

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