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An attention getting
pre-headline works well here
to setup your main headline. Just a couple of
lines - no more than half-way across...
Stress the Fact That You
are Offering a FREE Benefit Right in Your Main Headline.
Capitalize Each Word
Use many of the same features for a
free offer as you would for a product you're
charging for - it's still a sales letter!
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 The Value of
Your Offer
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"...
T he
'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.
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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 sure they understand the full value of your offer .
If possible, build more value into your offer by including special bonuses,
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
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
copies left!
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 Get Your Offer
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 take you up on your offer, 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.
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