In the online world, people travel with one hand on the trigger. The ‘trigger’ in this case is their mouse – the one tool that puts the surfer in total control of their online experience. It’s a good idea to construct your online sales letter with this in mind. Bore your reader for just a second and chances are, he’ll be gone forever.
Capture and sustain reader interest from the headline through to the postscript. Make your message compelling, intriguing, and interesting. Get right to the point without delay. Write each line and paragraph as though its purpose was to lead the reader to the next. Let one compelling thought flow smoothly into the next. Continuously deliver the payoff in the form of benefits and helpful information. Instant and consistent delivery of what the prospect wants to hear is the only way to ensure that he reads on.
Provide as much information as needed to get the sale. Keep it energizing, upbeat and always about the prospect and what your product does for him.
Demonstrate your key points in interesting ways. Use metaphors the reader can relate to. Tell a compelling story to dramatize your ultimate benefit.
12. Keep Your Purpose In Mind As You Write
You’re there to # 1 – make a sale and… #2 – forge a relationship.
The primary purpose of your sales letter is to get the sale. You want to secure a commitment from your prospect to buy. To this end, you need to understand the prospect’s problems and aspirations and determine how your product delivers the ultimate solution. Presenting your unique benefits, prove them, and follow up with a strong offer -- loaded with enticement. Make the value of your offer worth many times the asking price.
Gain the attention of your target group of prospects and fuel their interest with your new discovery that will make their lives better in some way. Give them plenty of reasons for taking action now and make it exceptionally easy to order.
It’s also important to remind prospects about the cost of inaction. If they fail to decide in favor of action, they’re voting in favor of the status quo. Nothing will change in their lives until they change by taking action. That’s the message you need to drive home in your letter.
Conduct your business with an eye to the future. Avoid any temptation to grab a quick buck and move on. Establish a sense of stability and a sterling reputation… and your business will grow on its own.
As new prospects continue to arrive at your website, they’ll do so with a preconceived opinion of you. Continually delight customers and word quickly spreads. But fail to deliver what you promise or make yourself unavailable to customers and you’ll soon feel the effects of a major backlash. Exceed your customer’s expectations and they might pass the word on to a few close friends. But anger them and you can bet they’ll tell anyone who will listen. And in the online world, this happens in record speed as word spreads like wildfire.
Nurture customers. Serve them well. Be there when they need you. Show them respect and appreciation and you’ll be well on you way to success. Simply treat people as you’d like to be treated. The golden rule still reigns supreme.
13. Always Stay One Step Ahead
Gain the attention of your target group of prospects and fuel their interest with your new discovery that will make their lives better in some way. Give them plenty of reasons for taking action now and make it exceptionally easy to order.
It’s also important to remind prospects about the cost of inaction. If they fail to decide in favor of action, they’re voting in favor of the status quo. Nothing will change in their lives until they change by taking action. That’s the message you need to drive home in your letter.
Conduct your business with an eye to the future. Avoid any temptation to grab a quick buck and move on. Establish a sense of stability and a sterling reputation… and your business will grow on its own.
As new prospects continue to arrive at your website, they’ll do so with a preconceived opinion of you. Continually delight customers and word quickly spreads. But fail to deliver what you promise or make yourself unavailable to customers and you’ll soon feel the effects of a major backlash. Exceed your customer’s expectations and they might pass the word on to a few close friends. But anger them and you can bet they’ll tell anyone who will listen. And in the online world, this happens in record speed as word spreads like wildfire.
Nurture customers. Serve them well. Be there when they need you. Show them respect and appreciation and you’ll be well on you way to success. Simply treat people as you’d like to be treated. The golden rule still reigns supreme.
13. Always Stay One Step Ahead
One thing’s for sure, the more successful you become online… the more competitors will try to take advantage of your success for their own gain. In the online world, competitors can literally spring up overnight and start taking customers away from you instantly. The more successful you are, the bigger the target you become.
If you want to maximize your returns and protect your business, you need to be aware of who your competitors are and what they’re doing.
Your best bet is to create and sustain an element of exclusivity. Add a special feature, unique benefit, or an additional product or service -- one that would be difficult for others to duplicate.
Know what unique advantages are most appealing to prospects and stay informed about your competitors as best you can. Constantly think of new ways to add even more value, benefit, and exclusivity to your package. That way, when you need to bump up your offer even more, you’ll have several ways to do it.
If you want to maximize your returns and protect your business, you need to be aware of who your competitors are and what they’re doing.
Your best bet is to create and sustain an element of exclusivity. Add a special feature, unique benefit, or an additional product or service -- one that would be difficult for others to duplicate.
Know what unique advantages are most appealing to prospects and stay informed about your competitors as best you can. Constantly think of new ways to add even more value, benefit, and exclusivity to your package. That way, when you need to bump up your offer even more, you’ll have several ways to do it.
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