How to Write a Sales Letter That Really Sells

Writing an irresistible sales letter for your product is one of the major obstacles on your internet marketing journey. How to write a sales letter that can actually get you a sale? By simply following a structured format. A format left by top internet marketing copywriters and is used and followed by several marketers online.

Sales letters are very structured things. Go and study some of the sales letters that you thought were good. Go back to the sales letters of products that you recently purchased. What made you buy it? By reading a lot of these good sales letters, the structure will be more and more evident to you. And once you learn that format, you’ll find yourself creating sales letters that really sells one after the other.

How to Write an Irresistible Sales Letter

Know Your Market

This is the most important step on writing a good sales letter. Make a research on your target market: know who they are, what they do, how old they are, etc…. After building a list of about 15-20 of these, you can get a feel of what voice should you use in your sales letter that would really connect with your target audience.

Use The AIDA Formula

• Attention – your sales letter should capture the attention of its viewers.
• Interest – after you capture the attention, your sales letter should bring out their interest on the topic.
• Desire – you should intensify their desire as they go along with your sales letter.
• Action – the primary objective of your sales letter should be to make your visitors to take action.

Structure of a Good Sales Letter:

• Headline – where you put the first equation of AIDA formula, Attention. The most important part of your sales letter. This is your chance to grab their attention (and it’s imperative that you should). Tell them the biggest benefit that they will receive from your product. Provide it to them as a solution and how can it help them. Create as many sub-headlines as you like if you have several benefits to state.
• Intro – the second part of AIDA formula should be placed here. Peak your visitor’s interest and draw them in. Identify with your target market. This is your first opportunity to build up a relationship with them. The perfect place to create and relate a story.
• Main Body – this is the place where you should state the problem and intensify their desire. Can have several parts such as:
  • Credibility building – tell them why they should listen to you. Show your proof. Compile a list of achievements that can boost up your credibility like testimonials, statistics, a screenshot of your income, before and after pictures, etc…
  • State the problem and intensify it – you should know the primary concern of your target market and intensify this in the process. Tell them the consequences of not solving it earlier, what other harm can it cause to them, and so on… Just don’t over exaggerate. You do want to provide facts and not just plain assumptions.
  • Providing your product as the solution – it’s important that you position your product as a solution after stating and intensifying the problem. Restate the problem then focus on what makes your product unique and so special and what does it take to finally solve their problem.
  • Stating the benefits – this comes after stating the solution and should be in bullet point format. One bullet point = one benefit. A good bullet point has these two things: your product feature and its corresponding benefit. This is where you can pump up the value of your product.
• Testimonials – insert customer testimonials in-between. The most powerful testimonial: results driven. It should talk about specific results that they achieved through your product. A good testimonial should overcome an objection.
• Bonuses – this can increase the value of your product. The most important thing to remember is that the bonus should complement what you offer. Two to five bonuses seem to be the magic number.
• Price Justification – one technique I like the most is doing price comparisons. You have probably seen a sales letter using this. The most used comparison is the coffee comparison type. Example: ”For just a cup of coffee a day you can……”. Other types: results and time justification. Justify your price and make it look like it’s a bargain.
• Your Guarantee – take out the risk from your customers. Offer them a guarantee. State that they have this number of days to try your product and if they are not satisfied, then they can have their money back. The longer you offer a guarantee, the higher your conversion will be. Refunds are normal. If you are worried about getting a lot of refunds, you shouldn’t if you have a good product. I’ll discuss how to minimize refunds on my future posts.
• Call to action – the final piece of the puzzle. Summarize all of the features and benefits, and then ask them to take an action.  Be sure to make it easy for your website visitors to order. Your call to action should be easy to find. Put it on all visible parts of your sales letter. After the intro, main body, testimonials, and so on… Always put a P.S. (Post script) after the end of each sales letter and include another final call to action. Post scripts are the most read part of a sales letter aside from the headline.

Follow this simple structure and I guarantee you that you will have a sales letter that can make you lots of money in the long run. How to write a sales letter that can compete with the big players out there? By doing it again and again. Practice! You might not get it the first time, but you will get it right and be efficient at it if you keep on doing it.

Write your first sales letter, make it live, drive traffic to it, and then tweak and refine as you go.

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