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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...
"Put Your Benefit
Oriented Main Headline
Stress the Fact
That You are Offering Something FREE -
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 - just like any sales letter. 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. The fact that you are offering this
FREE is a powerful motivator - so stress that.
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 FREE Offer!
Really pile it on. After the
headline, this is the most important section. Your offer may be NO
COST - but you still have to SELL it. 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.
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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?"
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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
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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
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And much, much more!
What Happens If They
Procrastinate?
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.
In other words...
Remind them of their pain.
Then end on a positive note by giving
them the way out with something like...
Remember, it's FREE! Go ahead and
sign up RIGHT NOW! I
know you'll be happy you did.
Sincerely,
(scanned image of your signature
here)
Your Firstname Lastname
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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.
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