Many sales managers, new website owner and marketing are all looking to write that winning copy. They try and try, but with all this effects they just don't hit the mark.
Some forget that their only selling their product/service to one person at a time. Not the mass niche group. This is where rapport is lost, and the reader moves on.
Some add all features (which is what the product/serivce is) and no benefit (what the product/service does).
some take bits and pieces of information from here and there and create a mess od it all. They literally throw everything on people and then get instant rejection.
You should always remember that a sales letter works only when you have a product to sell and an offer to make. So, should not be used to as web content.
Remember every word is important in the sales letter and do not waste a single one which would distract your potential customer’s attention. People not to interested in the features of your product but what your product/service offers, what's the benefits to them.
Think from the customer’s point of view and ask yourself why should they read the letter? Is there any benefit or offer to them which cannot be refused? Can you convince them it's really a good offer?
After keeping in mind these things, you should apply your thought in how to present the copy. The headline and the sub-heading is very crucial to any sales copy.
The Headline and Sub-Heading
Make the reader feel the headline is solely directed that them. (You, me, I, us, and we). The sub-headline should grab the reader’s attention with a powerful message, and answer the question, why should I read on...
Not many people have time to read each and every letter in this fast paced era of instant satisfaction. so if you're not able to convey your message to your audience in stipulated time, then you have lost those customers.
The headline and sub-heading should start with the main benefit being offered. This ensures that the customer goes to the body of the copy.
The body
Now, having made a good effort with the heading, it’s the time to work on the body of the letter. How to maintain the level of enthusiasm that you created in the customer’s mind with the headline? Once again it's important to remember not to focus on features of the product you are trying to sell but on the benefits and the offers you are making to them.
Things like how much money it is going to save them, and how it would effect their lives also should be mentioned in the body. Make them realize a need for it and compare it competitor’s product.
Remember, the person reading your sales letter will constantly get questions in mind as to how this will benefit them, after each and every sentence. So be ready to clear those doubts and answer the questions you thing will come up.
Be informal like you're talking to "A" friend. Bring in few previous clients to give testimonials of your products. But keep them believable and something that people can relate to.
The body copy should point out the benefits of what your offering, but try not to come across as a sales person.
The call to action
If it's an email copy, prompt your reader to click on a link to act now, or provide a contact number, eamil address, website address if it's a direct mail sales letter. Add a "buy Now" link if it's a landing page, etc.
The reason
The reason copy should explain why they need what you have to offer, the reason your product/service is great value, and why your product is greater than others.
Another "The call to action"
The summary
Your summary should re-emphasise all the benefits, especially the main benefit. Bring their attention to the headline again, after all, that's the reason they started reading this sales letter in the first place.
Another "The call to action"
The Postscripts
Once you are done with the letter, one of the important parts of the sales letter is the P.S. Many people simply read the beginning and end of the letter. So, try to convey something that will prompt them to go back to the letter and read it. It will be a perfect end to the sales letter.
(P.s) Reiterate the GREATEST BENEFIT again, the offer, and/or bonuses.
Also remind them again why they should buy from you
Another "The call to action"