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Writing a Sales Copy that Sells
Copyright 2006 Peter Tarrida del Marmol
When writing a sales copy, all internet marketers know that a
long copy will sell more than a short copy. This does not mean
that the more words the better; the quantity and the quality of
detail is what will improve its performance.
Having the correct sales structure will keep the reader
interested from start to finish. These are the steps to follow
to create a successful sales letter:
1. USE A POWERFUL HEADLINE. Express the main benefit of your
product in a short sentence. Grab your readers attention and
make them want to continue reading.
2. CREATE EXCITEMENT WITH A SUB-HEADLINE. In no more than two or
three short sentences, expand on the benefits of your product
and generate excitement in your reader. If you are offering a
limited promotion, specify the limitations of your offer here.
3. OUTLINE THE BENEFITS OF YOUR PRODUCT. Give the reader three
good reasons to buy your product. These reasons have nothing to
do with the product's features; think about what your customer
wants. For example, if you are selling holiday villas, say
something like:
"If you want to take advantage of the comfort of a luxury
apartment, enjoy the Mediterranean sun and save money on your
summer vacations, then this might be the most important letter
you'll ever read"
4. EXPLAIN YOUR UNIQUE SELLING PROPOSITION. This is the specific
benefit that differentiates your product from all the others. At
this point, you must mention your USP in one or two sentences.
You will explain the details later in the sales letter.
5. PROVE YOUR CREDIBILITY. The most important thing to sell on
the internet is credibility. Your readers have to trust you
before they will buy anything from you. Give them three reasons
why they should believe you. Try to prove that what you say is
true.
6. EXPLAIN THE FEATURES AND BENEFITS OF YOUR PRODUCT. Explain
how your product will improve your reader's life or how it will
solve a problem. The more detail you can provide, the more
convincing your copy will be.
7. PROVIDE MORE DETAIL ABOUT YOUR PRODUCT. Here is where you can
tell the reader everything about your product. Use as much space
as you need. Write until you get bored.
8. INCLUDE CUSTOMER TESTIMONIALS. In order to continue
establishing credibility, mention testimonials of customers that
have already bought from you and enjoyed your product. Have them
mention what they liked most about the product instead of making
general comments like "I really loved your product..." or
something similar. Mention at least five testimonials.
9. ELIMINATE THE COMPETITION. You eliminate your competition by
giving your
reader the information they need to see that your
product is superior. Mention the elements where your product is
excellent and much better than your competition.
10. BUILD VALUE. To build value in your offer you have to let
your readers know that your offer is so good, that they cannot
refuse to take it. One way of doing this is to compare the value
of your offer with the normal value of your product.
11. PROVIDE A SUMMARY OF EVERYTHING YOUR CUSTOMER WILL RECEIVE.
Make sure your reader understands everything he is going to get
from you.
12. MENTION THE PRICE OF YOUR PRODUCT. Mention the regular price
and the sale price of your product. The regular price must be
crossed out and the offer must follow.
13. LIST YOUR BONUS PRODUCTS. The objective is to prompt
immediate action by offering something extra. With this
strategy, you are also adding value to your product. You can
also try to create a sense of urgency by telling that the
bonuses will only be available for a short time.
14. OFFER A STRONG GUARANTEE. The strongest guarantee you can
offer is a "money back" guarantee. The willingness to offer your
product at no risk will generate a lot of trust and confidence
among your readers. You have to honour your guarantee for any
returns you may get, but you can be sure that the sales you will
generate with this strategy will be by far outnumber the number
of returns.
15. RE-EMPHASIZE YOUR GUARANTEE. Remove all elements of risk by
closing your sales copy with something like:
"You don't have to decide now if this product is for you. Just
get it and try it out. If it doesn't do everything I say and
more, if you don't save money, or if your business doesn't
improve, or if your life isn't better, or if you don't
absolutely love it, just let me know and I'll give you every
cent of your money back! So you have nothing to lose and
everything to gain."
16. TELL THEM HOW TO ORDER YOUR PRODUCT. Provide detailed
instructions about how to place the order.
17. SIGN THE LETTER. Use your full name and title.
18. CLOSE WITH A "P.S." Use this part to emphasize the most
relevant points of your letter.
Remember that this will be a long sales copy that will take your
readers some time to read. With this in mind, you must work on
the format and design of the copy so that it is as friendly as
possible. Highlight the most important statements, so that the
letter can also be read in one or two minutes.
About the author:
Peter Tarrida del Mármol is a Spanish online and offline
marketer. Get a FREE e-book about making business online EVERY
WEEK by subscribing to his newsletter:
http://www.auctionearnings.com
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