Web Sales part1

How To Create An Opening That Pulls
Prospects In... A Message That Sells Them...
And An Offer They Simply Can’t Refuse!

Robert D. Boduch

Winning Website Sales Letters
How To Create An Opening That Pulls Prospects In… A Message That Sells Them…
And An Offer They Simply Can’t Refuse!

Introduction

If you’re looking for a step-by-step process to craft a compelling online sales letter – than this book is for you. Inside you’ll find valuable insights, techniques, and a step-by-step method to turn your product into profit by creating a message with irresistible appeal to your target market. It’s about using words for maximum impact, so you can sell more of your products or services online.

Ask any direct marketing veteran and they’ll tell you the sales letter is the heart and soul of every package. It’s the number one tool of choice among copywriters. Now you can apply many direct response secrets accrued over the years to let your words do the selling online – 24 hours a day and around the world. The explosive growth of the Internet – particularly the World Wide Web – hascreated an unprecedented marketing opportunity. Suddenly, marketers everywhere can market their goods and services to a global audience, without the need for a traditional store or print catalogue… and all the high costs associated with these methods.

Today you don’t even need an office to establish a moneymaking enterprise. On the web, all you really need is an adequate presence, a steady stream of qualified traffic, and a persuasive sales letter. Of course, it’s fundamental to have a topquality product and to direct your message to an identifiable market segment. But that’s the case with any business you start – online of offline.

The foundational key to marketing success is to help people solve their problems or satisfy their desires. When you give them what they want, you immediately attract attention and interest because that’s what your prospects are alreadthinking about -- and magnetically drawn towards.

“Advertising is actually a simple phenomenon in terms of economics. It is merely a substitute for a personal sales force – an extension, if you will, of the merchant who cries aloud his wares.”

Rosser Reeves

Providing you with the tools to help you craft a powerful and persuasive sales letter is the purpose of this book. If you follow the steps I suggest, you’ll soon acquire the ability to write effective sales copy. The more letters you write, the more skill you’ll develop and the easier it gets to influence prospects to buy. Some people simply don’t have the time to learn new skills. Others couldn’t be bothered mastering the ins and outs of persuasive copywriting. Still others don’t think they have the language skills to craft a moneymaking sales letter.

That’s why copywriters exist… to serve these people. But if you can’t afford the fees of a competent professional, you needn’t worry. Help has arrived – now it’s up to you to use it. Reading and memorizing this material will help somewhat. But the real gains are made only by applying these ideas in the world of online marketing.

Look, the simple fact is… if you can carry on a conversation with a friend … you can write a letter. And if you’ve ever had to convince somebody to ‘buy’ into your point of view -- you know what it takes to sell. It takes passion, belief, enthusiasm, and persuasion. Successful sales letters influence and persuade in a friendly, one-on-one, conversational manner.

“It is insight into human nature that is the key to the communicator’s skill. For whereas the write is concerned with what he puts into his writings, the communicator is concerned with what the reader gets out of it. He therefore becomes a student of how people read or listen.”

William Bernbach

Traditional copywriting is essentially “salesmanship in print”. Online it’s more like “salesmanship in pixels”. Though many serious prospects will print out your letter for easier reading, it first appears as nothing more than a collection of pixels on the prospect’s computer screen. Anyone can learn to write an effective online sales letter. It makes no difference what your background is – you could be a professional, tradesman, author, inventor, hobbyist, or homemaker. What does matter is that you have identified a hungry market and have a quality product -- one that offers buyers the help they seek to make life better in some way. The knowledge and expertise you’re about to acquire isn’t a ‘quick-fix’. It’s not an instant solution. Nor is it something to tuck inside a drawer, or leave on your bookshelf – only to gather dust. Use this book as a practical tool and valuable resource and you’ll acquire priceless skills – skills that can serve you well for a lifetime. According to Gary Halbert -- somewhat of a legend in copywriting circles…

“The most valuable skill you can have in today's world... if... you want to become
independently wealthy... is... the ability to write a great sales letter.”

These principles, ideas, and strategies can serve you for many years to come. They can and will help you sell virtually any good product designed to address the market’s problems and desires. Many of these ideas have been adapted and adopted from the direct response industry and they work just as well online. They’re tried and true techniques that have worked for years and will continue to do so.

How can I be so sure?

While technologies and applications have continually changed… human nature hasn’t. We still yearn for the same emotional rewards our forefathers did. Yes, this book is about marketing online and generating sales directly from a website. But as high-tech as the web seems… it’s important to remember that you’re still communicating with a living, breathing human being. You’re communicating with an individual – someone with their own hopes and fears.

“Advertising is, actually, a simple phenomenon in terms of economic .It is merely a substitute for a personal sales force – an extension, if you will, of the merchant who cries aloud his wares.”

Rosser Reeves

Powerful and persuasive salesmanship is a one-on-one communication – regardless of the level of sophistication used to deliver the message. I’ve spent a large part of the past 6 years writing online sales letters for a variety of clients. Additionally, I’ve been privileged to discuss what makes a successful online sales letter with numerous colleagues, clients, and marketers.

These experiences have helped me develop a ‘system’ that has worked over and over again, in many different markets. Now I offer it to you. In Phase I, you’ll learn what it takes to create a great online sales letter. Then, you’ll uncover the major reasons why people buy… and why they don’t. Unveiled next is the Ultimate Sales Letter Planner to help you establish your own outline – an important first step to writing a powerful sales letter.

Phase II takes you through the process of crafting a moneymaking sales letter – starting with the headline and ending with the P.S. You’ll discover why the headline is the most important part of every sales letter and how to create an appealing headline that grabs attention… and how to write a powerful opening that pulls prospects in. Next, you’ll master the skill of crafting benefit copy and how to prove your claims to the audience. You’ll then learn how to build an irresistible offer and rock-solid guarantee. Finally, it’s a matter of closing the sale, adding a provocative P.S. and creating an order form that’s quick and easy for buyers.

In Phase III, you’ll learn how to turn your rough draft into a finished sales letter. Here, you’ll learn how to polish it up to make your letter even stronger. This process involves both editing and basic design enhancements. This section ends with a discussion of common mistakes and how to avoid them – as well as an online sales letter checklist.