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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 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"...
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 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
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'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.
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!
Only
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.
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...
Go ahead and order right now. I know
you'll be happy you did.
Sincerely,
(scanned image of your signature here)
Your Firstname Lastname
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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