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Do not leave this page!
You will only see this ONE TIME,
so read every last word of it...
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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...
"Your Benefit Oriented
Main Headline Goes Here. Capitalize Each Word, and Maybe
Put It In Quotes"
Use a few sub-headlines to stress the
benefits of your offer
Use a few sub-headlines to stress the
benefits of your offer
No thanks. Just send me to my
download.
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 know fact
or ask a question that creates curiosity as to what you're about to
reveal to them.
Hi, my name 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 relating
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 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 the characteristics
and specifications of your product or service - they don't belong here
-
To help you come up with
benefits, start off by listing all the features of your product
-
Then come up with the resulting
positive benefit that your customer gets from that feature
-
The best way to see how to do this
is to look at salesletters others have written, that you know to have
been successful. Maybe a sales letter that convinced you to buy
something
-
Once you've defined your
benefits, just list them in your salesletter using Bullets like this
-
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 Have To 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
T hey're primed and ready
to hear your offer at this point. 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 the 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
What's the catch?
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 can 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.
T ake
Away Their Risk...
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.
| Give your customer a...
100% money-back 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. |
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!
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.
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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.
In other words...
Remind them of their pain.
Then end on a positive note by giving
them the way out with something like...
To receive for only ,
click this link right now.
If you want to bypass this special offer, just click the link below.
But remember: you won't get another chance to purchase
again at this price!
No thanks. Just send me to my
download.
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