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Published 7th Feb 2009 Posted by admin |
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Think of what a sales letter actually does. Your sales letter is responsible for three things: This seems a simple, but requires the use of three modes of writing throughout, and without a transition to another. It also requires you to do this in a relatively short period of time (which we will talk more in just a moment.) The first section of the sales letter is your introduction. In the introduction, he wants to state clearly what exactly is your product. This is not the place for persuasive about your product: this is just the place to describe its essential nature so that every customer knows, right in front, what you’re selling. Our third basic principle of direct response site design is available here: keep it simple, stupid. Online customers with millions of other websites you may visit, and if your sales letter starts too fancily, dark, or density, you will leave your site for one of those millions of people. So do not try to impress your readers by going into the long history of woodcarving in order to promote his hand wind, not sermonize about the history of art and information to promote his package web design software. Your first line should always read something like: “Food is a new type of widgets from the brilliant designers at Acme” – where food is the product, its description is Widget, and Acme is the name of your business. Immediately your customer knows what they’re selling, how the products might fit into their lives, and that is making the sale. You have set up their cards on the table – and with this level of simplicity, customers will be much more willing to shop and play. The second part of your sales letter – the argument – is where you can start receiving luxury, featuring some dazzle in your presentation of your product. Your customers know what they’re selling now are waiting to sell it to them. Use the tools are appropriate for your product. For a gadget or a mechanical device, it is possible to talk about the specifications of its products exceed many of the leading brands in their market. For a work of art, it is possible to talk about the high level of training and crafts by the artist, or the prestige and pleasure that a well done piece of art can give. For a piece of software, it is possible to discuss the benefits of your product given in terms of compatibility, efficiency and value – all while focusing on cutting-edge technology and your company’s history of innovation in marketing software. Anything goes, provided that persuasive – and where not too long at any time. You want to convince your readers, not to lecture them – and certainly do not want to bore them into leaving your site. Once you’ve said your piece, it’s time to move smoothly into the third and last part of your sales letter: the celebration, which turns your reader a passive fan of your product in an active consumer of this product. Like the first part of your letter, this is not fantasy. A simple call to action will do: “Do not wait. Try Food today by clicking here.” By all means use the imperative voice: instead of telling his client that “You can click here to try the food,” the command to “click here to download / view / whatever.” To move from the narrative of the need – to tell the commanders – is often all that is needed to decide the question in the mind of an undecided customer. Sound simple? Is and is not. The time that your sales letter takes into account these three basic points, which will be effective – but if you can not only give their customers compelling case expressions but interesting if you can smoothly transition from one section of his letter to the the next sale without alerting its customers, and if you can use your language to activate your reader’s emotions without making them aware of it, then delight in persuading his readers and even more – and will respond by clicking on the ” Purchase “link. Well worth taking some time to make your sales letter everything you can be – and it’s worth spending some money on a marketing writer who can do the same. Your sales letter is the heart of your website, after all – ensuring that time. |


