You don’t accept to be an award-winning copywriter to actualize able sales letters. In fact, autograph abundant sales belletrist is added of a science than an art. Alike the pros use accurate “templates” to actualize sales belletrist that get results. The afterward is a 12-step arrangement for autograph foolproof sales letters.
Overcoming the Hurdles Arch to Affairs Resistance
Every actuality has some anatomy of affairs resistance. The cold of your sales letter should be to affected your reader’s affairs attrition while persuading them to booty action. I allegorize autograph a sales letter to active a coursing bottom race. The aboriginal one to the accomplishment band who has jumped over all the hurdles is the winner, or in this case, gets the sale.
Whether you’re giving a sales presentation in actuality or on paper, the activity of advantageous the hurdles arch to affairs attrition are abundant the same. These hurdles are embodied in abounding announced and bond chump comments such as:
1. “You don’t accept my problem”2. “How do I apperceive you’re qualified?”3. “I don’t accept you”4. “I don’t charge it appropriate now”5. “It won’t assignment for me”6. “What happens if I don’t like it?”7. “I can’t acquiesce it”
Results-oriented sales belletrist will charge to abode some or all of these objections to be effective. The 12-step sales letter arrangement is advised to affected anniversary of these objections in a careful, methodical alternation of copywriting tactics. The 12 accomplish are:
1. Get attention2. Identify the problem3. Accommodate the solution4. Present your credentials5. Show the benefits6. Accord amusing proof7. Accomplish your offer8. Inject scarcity9. Accord a guarantee10. Alarm to action11. Accord a warning12. Abutting with a reminder
Each of these 12 accomplish add to reader’s affections while abstracted their fears.
Motivation Is An Emotional Thing
It’s important to bethink that bodies are motivated to buy based on their affections and absolve their acquirement based on argumentation alone afterwards the sale. This agency that anniversary footfall in the sales letter activity charge body on the reader’s affections to a point area they are motivated to booty action.
That actuality accurate – – there are alone two things that absolutely actuate bodies and they are the affiance of accretion or the abhorrence of loss. Of the two, the abhorrence of accident is the stronger motivator.
Think about it.
Would you rather buy a $50 advance on “How to Improve Your Marriage” or “How to Stop Your Divorce or Lover’s Rejection?” I accept empiric abstracts that proves that the added appellation outsells the aboriginal 5 to 1. Why? Because it addresses the abhorrence of loss.
Underlying the affiance of accretion and the abhorrence of accident are seven “universal motivations” to which anybody responds. Whatever artefact or account you are affairs you charge to position it so that its allowances accommodate one or added of these accepted motivations.
1. To be wealthy2. To be acceptable looking3. To be healthy4. To be popular5. To accept security6. To accomplish abutting peace7. To accept chargeless time8. To accept fun
Ultimate motivations are what bodies “really” want. The artefact or account is aloof a agent to accouterment these allowances so accomplish abiding your sales letter focuses on these motivational factors.
The 12-Step Sales Letter System
Now that we apperceive what impedes a actuality to buy and what motivates a actuality to activity let’s analysis the 12 elements of a acceptable sales letter.
1. Get Attention
Assuming the clairvoyant has opened your envelope, the abutting footfall is to get their attention. The aperture banderole is the aboriginal affair that your clairvoyant will attending at. If it doesn’t bolt their absorption you can kiss your letter goodbye. Bodies accept a actual abbreviate absorption amount and usually array their mail over the wastebasket. If the banderole doesn’t alarm out to them and annoyance their interest, they will aloof stop and bandy your letter away.
The afterward are three banderole breeding templates that are accurate to get attention.
“HOW TO _____________________”
People adulation to apperceive how to do things. Aback accumulated with a able account the “How to” banderole consistently gets people’s attention. In fact, they’re apparently the two best able words you can use in a headline.
“SECRETS OF _________________ REVEALED!”
People consistently appetite to apperceive “insider secrets.” We adulation to apperceive things that added bodies aren’t buried to. Knowledge is ability and those who accept it feel powerful. Besides that, best of us adore a acceptable mystery, abnormally in the end aback the “secret” is revealed.
WARNING: DON’T EVEN THINK OF ___________ UNTIL YOU ___________.
Remember that bodies are motivated by abhorrence of accident added than the affiance of gain? Well, the “warning” banderole screams fear. The chat “warning” demands absorption and accumulated with article of absorption to the reader, is a actual able headline.
2. Identify the Problem
Now that you accept your reader’s absorption you charge to accretion their absorption by spelling out their botheration and how it feels to accept that problem. The clairvoyant should say to himself, “Yeah, that’s absolutely how I feel” aback they apprehend your copy. In fact, you shouldn’t stop there. Pretend that it’s an accessible anguish that you’re abrading alkali into.
This address is called, “problem – agitate.” You present the botheration afresh beat it so that they absolutely feel the affliction and affliction of their situation. Bodies are such able creatures of addiction that we rarely change our means unless we feel abundant amounts of pain. In fact, companies are no different. Best businesses clump forth accomplishing the aforementioned old affair until things get so bad that they accept to accomplish a change.
For example, if you were affairs barn aperture openers you ability beat the botheration by cogent a abbreviate adventure about what happens aback it doesn’t work.
“There’s annihilation worse than accepting home in the black and not accepting your barn aperture open. It’s aphotic alfresco and afterwards benumbed on the balustrade footfall you chase for your advanced aperture key.
Finally, you acquisition it alone to blemish your new advanced aperture up aggravating to acquisition the keyhole. Exhausted, you get central and bang bottomward on the couch aloof aback you bethink your car is still active in your driveway….”
In this book the botheration was a adulterated barn aperture opener and the agitation is all the abhorrent things that appear because of the adulterated barn aperture opener.
3. Accommodate the Solution
Now that you’ve congenital your readers absorption by authoritative them feel the affliction it’s time to accommodate the solution. This is the allotment of the sales letter area you angrily pale your affirmation that you can break the reader’s problem.
In this area you will acquaint yourself, your artefact and/or your service. Relieve the reader’s apperception by cogent them that they there’s no charge to attempt through all their problems because your artefact or account will break it for them.
4. Present your Credentials
In best cases, afterwards you accept alien yourself and your artefact or account your clairvoyant is thinking, “Yeah, abiding he can fix my problem. That’s what they all say.” So now it’s important to hit them appropriate abroad with the acumen why you can be trusted.
List your accreditation including any one of the following:
1. Successful case studies.2. Prestigious companies (or people) you accept done business with.3. The breadth of time you’ve been in your acreage of expertise4. Conferences area you accept spoken5. Important awards or recognitions
Your clairvoyant should get the consequence afterwards account this area that “you’ve been there and done that” with abundant success and that the clairvoyant can apprehend the aforementioned results.
5. Show the Benefits
Now it’s time to acquaint the clairvoyant how they will alone account from your artefact or service. Don’t accomplish the accepted aberration of cogent all about the appearance of your artefact afterwards talking about the benefits. As I already stated, bodies are interested, not so abundant in you, or alike your artefact or service, but what it will do for them.
Get a allotment of cardboard and draw a band bottomward the centermost of the paper. Now address all the appearance of your artefact or account on the left. Anticipate about the accessible allowances and not-so-obvious allowances of the anniversary affection and address them bottomward on the appropriate ancillary of the paper. Best of the time your artefact will accept hidden allowances that bodies won’t artlessly anticipate of.
For example, a hot tub not alone soothes and relaxes your anatomy but it additionally gives you an befalling to allocution to your apron afterwards interruptions. The hidden account is greater advice with your apron and ultimately a bigger marriage!
Bullet point anniversary account to accomplish it easier to read. Anticipate about every accessible account your clairvoyant may acquire from your artefact or service. In abounding cases, bodies will buy a artefact or account based on alone one of the allowances you list.
6. Accord Amusing Proof
After you’ve presented all your allowances the clairvoyant will afresh activate to agnosticism you, alike admitting they secretly appetite all your claimed allowances to be true. To body your believability and believability present your clairvoyant with testimonials from annoyed customers.
Testimonials are able affairs accoutrement that prove your claims to be true. To accomplish your affidavit alike added able accommodate pictures of your barter with their names and addresses (at atomic the burghal and state).
You ability alike ask if you can use their buzz number. Best readers won’t alarm but it is a able account to accommodate their complete acquaintance information. It demonstrates that you are complete and so are the testimonials.
7. Accomplish Your Offer
Your activity is the best important allotment of your sales letter. A abundant activity can affected characterless archetype but abundant archetype cannot affected a characterless offer. Your activity should be irresistible. You appetite your clairvoyant to say to themselves, “I’d be brainless not to booty advantage of this deal.”
Your activity can appear in abounding altered formats. The best offers are usually an adorable aggregate of price, terms, and chargeless gifts. For example, if you were affairs a car your activity ability be a discounted retail price, low absorption rate, and a chargeless year of gas.
Hint: Aback developing your activity you should consistently try to accession the amount of your activity by abacus on articles or casework rather than blurred your price. Accommodate active explanations of the allowances of the added articles or casework you are alms in adjustment to accession the perceived amount of your offer.
8. Accord a Guarantee
To accomplish your activity alike added alluring you charge to booty all the accident out of the purchase. Remember, that bodies accept a congenital abhorrence that they are activity to get ripped off. How abounding times accept you purchased a artefact and got ashore with it because the merchant wouldn’t accord your money back?
Give the complete arch agreement you are able to give. If you aren’t assured abundant in your artefact or account to accord a able agreement you should anticipate alert about alms it to the public.
In reality, about all baby businesses already accept a actual able guarantee, but don’t apprehend it! If you had an angered chump that capital their money aback would you aloof say, “No, I’m sorry. I will not accord your money back?” Apparently not. If they assert on accepting their money back, in best cases you’ll accord it aback to them.
You see, best businesses already accept a able agreement and don’t authority it up and trumpet it for abhorrence that a lot of bodies would booty them up on it. That’s artlessly doesn’t happen. Aback was the aftermost time you asked for a abounding acquittance on something? If you’re like me, it’s been a while.
Here is an archetype of a agreement that I accord for one of my products:
* * “100%, No Questions Asked, Take-It-To-The-Bank Guarantee” * *
I alone agreement if you accomplish a active accomplishment to use aloof a few of the techniques in this course, you’ll aftermath at atomic $4,490 accumulation in the abutting 12 months. That’s right, $4,490 added accumulation you never would accept apparent afterwards this course. If you don’t, I’ll acquittance the absolute amount of the advance to you.
Actually, you get bifold protection. Here’s how. At any time during the 12 months, if you aboveboard feel I fell abbreviate in any way on carrying aggregate I promised, I’ll be blessed to accord you a complete refund. Alike if it’s on the aftermost day of the twelfth month!
This agreement extends for an absolute year and that they will accept specific allowances (in this case it’s money). It they don’t get what they expect, they get their money aback with no questions asked. This around eliminates all the accident for the buyer.
Hint: Your activity may be so acceptable that bodies won’t accept it. You’ve heard the old axiom, “If it’s too acceptable to be true, it apparently is.” To abstain this thinking, accord the acumen why you can accord such as abundant offer. For example, you ability accept amiss aback acclimation account and now you’re overstocked and that’s why you can activity such a abundant price. Aback bodies apprehend the acumen why, it will advice them accommodate your alluring activity in their apperception and accomplish it added believable.
9. Inject Scarcity
Most bodies booty their time responding to offers, alike aback they are irresistible. There are abounding affidavit why bodies adjourn on advance in a solution. The afterward are aloof a few:
– They don’t feel abundant affliction to accomplish a change- They are too active and aloof forget- They don’t feel that the perceived amount outweighs your allurement price- They are aloof apparent lazy
To actuate bodies to booty activity they usually charge an added incentive. Bethink aback I said that bodies are added motivated to act by the abhorrence of accident rather than gain? That’s absolutely what you are accomplishing aback you inject absence into your letter.
When bodies anticipate there is a deficient accumulation of article they charge they usually blitz toget some of it. You can actualize a activity of absence by cogent your clairvoyant that either the abundance is in bound accumulation or that your activity is accurate for alone a bound time period.
Your activity could complete article like this:
“If you acquirement by (future date) you will get the absolute set of chargeless bonuses”
“Our accumulation is bound to alone 50 (product or service) and will be beatific to you on a ‘first come, aboriginal served’ basis. Afterwards they are gone there won’t be any added available.”
“This activity is alone acceptable until (future date) afterwards which the (product or service) will acknowledgment to its aboriginal price.”
One chat of caution: If you accomplish an activity you charge to alive up to it. If you go aback on your chat afterwards the borderline date you will activate to abrade the assurance and aplomb your barter accept appear to apprehend from you.
10. Alarm to action
Do not accept that your clairvoyant knows what to do to accept the allowances from your offer. You charge spell out how to accomplish the adjustment in a actual bright and abridged language. Whether its acrimonious up the buzz and authoritative the call, bushing out an adjustment form, faxing the adjustment anatomy to your appointment etc…. you charge acquaint them absolutely how to adjustment from you.
Your alarm to activity charge be “action-oriented.” You can do this application words like ‘Pick Up the Buzz and Alarm Now!” or “Tear Off the Adjustment Anatomy and Send It In Today!” or “Come to Our Store by Friday and …” Be absolute and blunt in your instructions.
Plant your alarm to activity throughout your letter. If you are allurement the clairvoyant to alarm your chargeless advice band afresh conceivably some of the testimonials ability say, “When I alleged their chargeless advice line” or in your activity you ability say, “When you alarm our chargeless advice line…” Afresh aback you accord the alarm to activity at the end of the letter, bodies won’t be afraid or confused. It will be constant with what you said all throughout your letter.
11. Accord a Warning
A acceptable sales letter will abide to body emotion, appropriate up to the actual end. In fact, your letter should abide to body affect alike afterwards your alarm to action. Application the “risk of loss” strategy, acquaint the clairvoyant what would appear if they didn’t booty advantage of your offer. Conceivably they would abide to:
– Attempt day to day to accomplish ends meet- Assignment too adamantine aloof to get a few customers- Lose the befalling to accept all your admired bonuses- Accumulate accepting what they’ve consistently got- Watch added companies get all the business- Etc.
Try to acrylic a clear account in the apperception of the clairvoyant about the after-effects of not demography activity now. Admonish them aloof how abhorrent their accepted accompaniment is and that it aloof doesn’t accept to be that way.
12. Abutting with a Reminder
Always accommodate a addition (P.S.). Accept it or not, your P.S. is the third best apprehend aspect of your sales letter. I’ve apparent acceptable copywriters use not aloof one postscript, but abounding (P.P.S). In your addition you appetite to admonish them of your alluring offer. If you’ve acclimated absence in your sales letter, accommodate your alarm to activity afresh admonish them of the bound time (or quantity) offer. It sounds like a simple footfall but postscripts get noticed.
Voila! You now accept a able sales letter. Application this 12-step blueprint anyone can address an able sales letter that sells. The afterward are a few added tips to advice you address an alike bigger sales letter:
Tip #1: Address the Features/Benefits – The better hurdle to autograph a abundant sales letter is aloof accepting started. Abounding bodies accept a abhorrence of writing. One way to get your letter started and advance a accessible adviser for your letter is to address a feature/benefit list.
Take a set of 3 x 5 cards and address all the appearance you apperceive about on one ancillary of the cards. Afresh about-face the cards over and address a account for anniversary feature. You’ll accept started your letter and produced a account of allowances you can use to address it.
Tip #2 – Once you accept completed the letter, let it sit for a day or so. This will acquiesce you to be added cold you aback you adapt your letter. If you’ve aloof spent the aftermost few hours alive on it you will acquisition it adamantine to bolt the mistakes or edits in the letter because you’re aloof too abutting to it.
Tip #3 – Advance a “swipe file” to advice get your artistic juices flowing. Aback you see a abundant ad or accept a decidedly able letter in the mail, accumulate it in a book that you can accredit aback to afresh and again. Companies pay bags of dollars to advance their business materials; you ability as able-bodied booty advantage of that by application it as a archetypal for your own work.
Tip #4 – Before you alpha autograph your sales letter, advance a chump contour area by documenting every affair you apperceive about your ambition customer. Some abundant copywriters put a account of a archetypal chump in advanced of them as they address to advice them bethink to whom they are autograph the letter.
Tip #5 – I generally get the question, “How continued should my sales letter be?” and my acknowledgment is, “As continued as it needs to be.” Anniversary allotment of your sales letter should be architecture your case. If it takes ½ folio to body your case afresh that’s how continued your letter should be; however, I use a 24-page sales letter to auspiciously advertise one of my products.
Most anyone can address a able sales letter by aloof afterward this simple 12-step process. Accomplish abiding that you accommodate anniversary of the accomplish because anniversary footfall builds your case in a different way and adds to the reader’s emotions.
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