An attention getting
pre-headline works well here
to setup your main headline. Just a couple of
lines - no more than half-way across...
"Put Your Benefit Oriented Main
Headline Here. Capitalize Each Word, and Maybe
Put It In Quotes"
Use a few sub-headlines to
stress the
main benefits of your offer
Use a few sub-headlines to
stress the
main benefits of your offer
Dear Friend:
(or targeted salutation)
Your
opening paragraph needs to draw the reader into your page and hold
their interest. You could tell them the two or three major
benefits they receive from reading this letter, or you could state a
little known fact or ask a question that creates curiosity as to what
you're about to reveal to them.
Hi, this is Firstname Lastname.
[ Introduce yourself. What's your background and
expertise? Why should they listen to you? Try to
create credibility and establish yourself as an expert in this topic -
but keep it to just a few short paragraphs]
Show
Empathy - Identify With Their Problem
Here, let
your reader know that you understand their problem and how it feels to
have that problem, or to want to achieve a particular goal.
Build empathy with them by telling exactly how it feels to have that
problem, or to want that goal.
Don't just
tell them you understand - show them by describing their actual
feelings!
Emphasize
that their problem could get a lot worse, or how their frustration will
build if they don't do something about it. Paint an ugly
picture.
Introduce
Possible Solutions (Especially Yours)
You can
provide just one solution (yours), or provide them a few solutions and
then do a comparison and show why yours is the best solution.
Make sure your reader understands that your solution is a
quick and
easy way to end their "pain" and frustration or to reach their goal.
Introduce
Examples
(i.e. a Demo, Or Describe A Case Study)
Nothing sells
like a little "hands-on". This can be a demo of your product,
or just a case study of how someone else has used your product.
Give your visitor an example of one of the techniques you
reveal in
your offer. Stress how easy it is to implement the technique
as well as the benefit your visitor will receive from using
it. One way to illustrate how easy your product is to use is
to create a video showing how it works. It'll remove some
doubt about their own ability to benefit from your offer.
Another great way to give an example of your product in use
is to tell
a success story about one of your customers who used your product or
service and how they benefited.
Introduce
All The Benefits
Really pile
it on. After the headline, this is the most important
section. Use bullets, bolding, and italics to make this
section stand out. You want to make sure that even the
"skimmers" will see this section and pause to read it.
-
This is
NOT a list of the features. Focus on the end results your
customer receives from your product or service. These are the
real benefits
-
Benefits
are the positive results your customer
receives - keep in mind that your customer wants to know "
What's in it for ME?"
-
Features
are like specs or detailed descriptions
of your product or service - they don't belong here
-
To help you define the
benefits of your product,
start off listing all of its features, and then under each "feature",
list the benefit your customer will receive from that benefit
-
>The
best way to see how to do this is to look at sales letters others have
written, that you know to have been successful. Maybe a sales
letter that convinced you to buy something
-
Then
list those benefits as bullet items in your sales letter.
Alternating the font settings in your bullet items gives a little
visual relief. Always end your list with the next bullet - in
bold font
-
And
much, much more!
Introduce Your Testimonials
Here's What Others Say...
Quote
an important point verbatim right from the testimonial"...
This section is commonly
known as "social proof". Your visitor wants some reassurance
that what you say is true. You can say it 'till you're blue
in the face, but that won't carry as much weight as someone else
reaffirming what you've said.
They want to hear from other people who have benefited from using your
product or service.
You want to create instant credibility with visitors who may have never
heard of you before now. Social Proof (testimonials) from
satisfied customers is the most fool-proof way to do that!
Again,
use a snippet from the
following
testimonial"...
The
'horizontal line' (just above)
works with the
snippet from the testimonial to separate the testimonials from multiple
people and to create a visual break between your testimonials.
Before you 'launch' a new product, you may want to have a
few people
'review' it for you and ask them for their comments. You can
find these people from your own network of business associates, or just
by asking on a popular forum.
Then, once you have a few customers, contact them and ask them for
their comments, too. Be sure to ask for permission to use
them in your promotional materials.
Personalize your testimonials as much as possible by publishing as much
information as possible about the person providing the
testimonial. Use their full name, city and state.
If you can get it, you might want to ask them for a photo of themselves
and include it (re-size any head-shots to a consistent size) at the top
left of their testimonial.
The more details you
provide, the more credibility you
will earn from your
testimonials.
Now It's Time
for... Your
Irresistible Offer
If your visitor isn't ready
to hear your offer at this point - they never will be. The
sub-headline above needs to be your most powerful one (you want it to
grab the attention of the "page skimmers").
If you want this sales page to convert well, make the offer
irresistible! Make an offer that provides much
more value than what you're asking them to spend.
If possible, build more value into your offer by including
special
bonuses, a no questions asked guarantee, free support, free upgrades,
etc.
Spend a little time telling your customer why all these
extras are
valuable to them. Just as you told them the benefits of your
main product, make sure they understand the benefits they receive from
everything else in your offer!
Give them pictures of the products, full descriptions or
benefit bullet lists
Once You've Made Your Offer Irresistible...
Answer The One Question On Their Mind,
Give Them A Reason For Making
Such A Great Offer
In the last section you made an offer so
good, that only a fool would pass it up - so now you have to answer
this one last nagging question.
If your offer sounds too good to be true, tell them why
you're able to
offer them such a great deal.
You're over-stocked and need to clear space for new
inventory, your
supplier gave you a great price and you're passing the savings on to
them, you worked a special deal with a supplier of some of your bonus
items, or because your product is delivered as a digital download you
have no printing costs to absorb ... whatever the reason, tell
them. Set their minds at ease.
Take Away Their Risk...
Give your customer a...
Rock Solid
100% money-back
Risk-Free Guarantee!
With...
No questions
asked,
and for the longest period
possible.
Isn't that what you would want when making a purchase for
yourself? Wouldn't you want to know that if the product
doesn't perform as advertised, that you can get your money back with
absolutely NO hassle?
You should always be willing to refund money to someone who is not
satisfied with your product or service. Life's too short to
have unhappy customers, and you don't need the bad press. In
fact, if you fully guarantee your product and you honor your guarantee,
the word will get around. Your credibility in your market
will be all the better for it.
If you've failed
to achieve the needed level of credibility in the sections above, now's
the time to overcome their last fear of purchasing.
You have to reverse the risk of the transaction by taking
on all the
risk yourself.
So promote your guarantee. Use a
nice big graphic. Put the guarantee inside a box so no one
can miss it. Make it an integral part of your offer.
Warning - It's In Limited Supply...
Create Scarcity.
They'll Want It Even More.
If they're "on the fence", it's time to use
another emotional trigger.
Fear
of Loss!
Only
0
copies left at this price!
Besides convincing those that are almost
ready to bite...
Scarcity will also convince your visitors
to take action NOW rather than later. If you lose them NOW -
you may never see them again. Life is too full of
distractions, too many things competing for your visitors' attention.
People will buy now, if they believe your offer is limited.
You can limit the number that you have available for sale,
or limit the
time that this offer will be available. Maybe you plan a
price increase in the near future. Whatever you use to create
scarcity, you must make your visitor afraid that if they don't take
action NOW, they will miss out on this offer.
Tell Them Exactly How To Order Now
Here's your primary "Call to
Action". It's the whole reason you created this page, so be
bold - and be thorough. It's time to tell your visitor
exactly what to do and how to do it.
Explain precisely the how, what and when of placing an
order.
They've decided to buy, and now it's your job to make it
easy for them
to do just that.
Don't
confuse them, and don't put up any artificial barriers.
Take their payment in as many forms as you can.
By cash,
check, or credit card. Allow payment over the internet, by
phone, by fax, or even by mail.
Let them order however they want, but let them order.
If you accept payment over the internet, the payment button
below is
often sufficient. If you also accept payment by other means,
give them a link to separate instruction pages for each method to
explain to them how to do that.
Get
Your Package
Now For Only
$7.00
Secure Payments
Made Through PayPal
What Happens
If They Don't Order Now?
Explain the Consequences
First,
they're going to miss out on getting all the benefits that your product
offers (detail the primary benefits again here). They'll
still have their same problem to solve, and it'll probably only get
worse.
Remind them of their pain.
Then end on
a positive note by giving them the way out with something like...
Go ahead and order right now. I know you'll be happy you did.
Sincerely,
(scanned image of your signature here)
Your Firstname Lastname
Get
Your Package
Now For Only
$7.00
Secure Payments
Made Through PayPal
P.S. Always restate
your offer. Discuss the
major benefits and tell them to take action now.
P.P.S. Restate any scarcity factors and/or
the pain they will continue to feel if they don't buy now. Reemphasize
your primary benefits and how those will eliminate their pain or
frustration.
