There is no doubt that having a great salesletter can make or break a product. You can sell a phenomenal product to a tightly focused audience, and if the sales copy is only marginal, your results will not be up to snuff.
One of the problems with writing copy stems from being too close to a project. If it is your product, sometimes it’s hard to step back and realize that the reasons you love it might not translate to someone else. It’s a lot like having kids. What is adorable or wonderful about your kid to you might be peculiar or irritating to someone else. Now maybe if they get to know your child, they’d find them adorable, too. That’s the purpose of the salesletter.
Your product is your “baby” at the moment. You’re already sold on it. You need to step back and try to think of what would make you spend your money on it if it wasn’t yours already.
So how do you do it? How do you write a great salesletter? I’m glad you asked…
1.Grab Attention: You MUST get the reader’s attention quickly. A pre-head, and then a main headline should grab hold of the reader and make them want to know more. If possible, you want to give the ultimate reward for the product right in the headline. If it is easy, requires little time or effort, and/or has a big payoff, the reader should be hooked with the possible results right away.
What is the ultimate “best reason” someone should buy your product?
– What is the most desirable result of buying your product to the reader?
– What, above everything else, would be most beneficial about buying it?
This is your chance to quickly encapsulate your entire salesletter in one, eye-catching sentence that is GUARANTEED to be read by the visitor to your site.
Fire your biggest gun!
2.State the Problem: Your reader must find out why they need your product. What problem are you solving? What are the frustrations that you can alleviate with your product, manual, report? Many times, there are multiple problems that can be listed to make sure you address every angle possible.
I generally prefer to use the “3 Reasons Why”, or “5 Problems With” approach. Make a list of problems or issues that you know your audience deals with, and then explain a few details about these problems. Make them feel personal.
3.Introduce the Product: Give details about your product, what will be included, and why it’s an answer to what your prospects are looking for. You’ll want to list solutions in direct answer to the problems described above. Brag on yourself a little, but do it in a humble manner. If you are the expert, be the expert. Tell them why your product can answer their concerns, solve their problems.
4.Give Plenty of Details: People want meat, not tofu. You must present the meat of what your prospects will be getting when they part with their hard earned cash. Bullet lists, subject or chapter heads, examples of real content. The more content shared here, the more they know they’ll get with the product, and the more valuable it will be to them. If you have proof, testimonials, etc…these are great information about the product, too, if used sparingly and properly.
5.Call to Action: In sales, this is the close. You must give the reader a reason to act. Ask them to buy, set a limit, or offer a bonus for quick action. Offer a satisfaction guarantee, too. Make them feel at once compelled to buy, as well as comfortable with buying.
There are a lot of ways to put a good salesletter together. Use the tools you have, and your own experience, to promote your baby. Make sure you incorporate these 5 steps, and you’ll be on your way to sales copy that really sells.
Learn how you can automatically write your sales letters Click Here!
For Part 2 of Internet Marketing Lessons from the Grateful Dead, let’s look at their Unique Selling Position.
This is a recording of The Grateful Dead from the Filmore East 4/29/71.
You can hear them doing a version of Uncle John’s Band, right, here:
The Grateful Dead offered their own, USP (Unique selling position).
As promoter Bill Graham said: “They’re not the best at what they do, they’re the only ones who do what they do”.
Like most performers, the Dead did tours of multiple cities, during the Spring and Fall. Most performers will bring the exact same show to each city. That is the same exact song list for each concert. Even the encore is the same.
Not so with the Dead. Each show was different and unique. You can hear the New York crowd go wild after this tune. Even Bill Graham asks: “Is there anyone like the Grateful Dead?”
The Dead’s USP was that they were different from most every other rock band. Their best shows were totally spontaneous. They would not play the same songs night after night, they mixed things up.
Not only were the songs different, each concert was a virtual marathon. Dead shows lasted an average of 4 hours (with a break between sets.)
When you attended a Grateful Dead concert, you knew you were getting you money’s worth.
You were not only going to a concert, you were going to an event.
So much so, that the crowd became a part of the concert. The fans of the Grateful Dead even named themselves Dead Heads. Some fans became so fanatical, they would follow the band from city to city for an entire tour.
The Dead knew this, and realized that this was part of their USP as well. Not that every concert was spectacular, because it wasn’t. With the Dead, sometimes the magic worked and sometimes, it didn’t.
So what’s your USP? Are you trying to define your self as different or are you just like everyone else?
Here’s the encore from the same show:
You can find additional concerts and Grateful Dead information, here: