learn to write effective sales letters to super charge your marketing

8/13/2019 Learn to Write Effective Sales Letters to Super Charge Your Marketing

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Brought to you by:unlimitedfreebooks.com

LEARN TO WRITE EFFECTIVE SALES

LETTERS TO SUERC!AR"E #OUR$AR%ETIN"

Si& 'uick (nd E(s) Ste*s

Contents

Introduction

Overview of Sales Letters Part 1

Power Packed Sales Letters 1

Give our !eadlines "eaning Be S#ecific

$on%t !ide our Intentions

&ttention Grabber 'u(ber )

Lead*Ins + Introductions

Gone ,ishing "ore -nticing Stories

,eel our Sales Letters

.e(ent ourself In our Pros#ects "ind /he "eaty Goodness

,eatures + Benefits $efined

Su((ary

Overview of Sales Letters Part )

Power Packed Sales Letters )

Bonuses $one .orrectly
http://www.unlimitedfreebooks.com/http://www.unlimitedfreebooks.com/


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Guarantees to Seal the $eal

Instant Gratification

.losing the Sale

P0S0

ule 1 'o $istractions

ule ) 'o .onstraints

ule 2 ,our -le(ents of a Successful Sales Letter

ule 3 'o &ssu(#tions

ule 4 S#ice 5# our Sales Letters

6ee# It Structured

/rack -verything

Su((ary


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Introduction

Let%s face it7 if you can%t write a sales letter7 you can%t sell your #roducts0

It%s a fact0 /hat%s why we%re here to walk you through our #roven

te(#late #iece by #iece7 ste# by ste# so that you can e(ulate it to your

hearts content0

8here do you start in a sales letter9 !ow do you create an attractive

headline9 !ow do you connect to your viewers in such a way that they

can%t take their eyes of your site until they%re #urchased your #roduct9

8e%re about to answer all those uestions and (ore0 /he great thing

about this is you don%t need to go on any e;tensive co#ywriting courses7

you don%t need to s#end years #racticing7 and there%s absolutely no

need for you to be an e;#ert or e;#erienced writer in any way0 &s long

as you can write in -nglish7 this te(#late works every ti(e0


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O+er+ie, of S(les Letters - (rt


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8elco(e to the sales letter writing section0 So(ething that can be

#retty scary if you=ve never done it before considering the weight of it=s

i(#ortance0 Get this wrong and no one%s going to buy your stuff7 which

si(#ly (eans no (oney for you0 /hat=s e;actly the reason we=ve

decided to #ut together a kind of ste#*by*ste#7 to# to botto(7 start to

finish e;#lanation7 allowing you to ada#t on your own ter(s with

changing ti(es and circu(stances0

'ow as you=ve #robably noticed7 no (atter where you go on the net7 no

(atter what you=re buying7 there are all sorts of different ty#es of salesco#y and techniues around0 8hat we=re going to be concentrating on

here is focused7 long co#y0 I say long7 the length varies fro( #roduct to

#roduct7 but it=s i(#ortant that you know focused single #roduct sales

letters are the (ost effective for (arketers like us7 for the si(#le reason

it allows you to focus your (arketing efforts on s(all but highly targeted

(arket7 send the( directly to your site7 and know they=ll be interested0

/his ty#e of focus and organi>ation allows us to carry out s(aller

targeted ca(#aigns7 and differs fro( the (ulti #roduct sites7 like online

su#erstores in that they have a shed load (ore to s#end on advertising

than even the (ost efficient and #rofitable of us7 not to (ention a lot of

the #roducts us (arketers co(e out with are generally a little (ore off

the wall7 and original with new twists and delivery (ethods0

Ok7 so here%s what we=ll do0 If you=ve ever been writing a sales letter and

got stuck7 or worried about your res#onse rates7 or your (ethods7 or

even never written a sales letter before7 we=re going to give you a uick

and easy to# to botto( for(ula to follow7 and add on so(e rules to


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finish off0 ou don=t have to be the best writer in the world7 have the

greatest i(agination in the world7 or have a (asters degree anything

like that0 If you can write and read -nglish7 you can write effective and

#rofitable sales letters7 so lets get started0

T0e Attention/"r(bber

,irst u# co(es the headline0 /he oh*so*well*known and the (ost

a##arent block of larger*than*life bold te;t at the head of the sales letter0So what=s the intention of the headline9 8ell7 the answer to that is

twofold0 Its first ?ob is to ca#ture the attention of the visitor0 /o sna#

the( out of whatever they=re doing7 and divert all their attention to your

co#y0 /he second7 and (ost i(#ortantly7 it=s to #ersuade the reader to

read on0 It=s a short7 shar# taste of what you=re offering designed to

(ake the visitor dro# everything7 sna# out of their daily grind like trance7

and listen to you0

8hen writing your headlines7 it=s i(#ortant to s#end a little ti(e #laying

with so(e words0 8hat you have to re(e(ber is that to catch this

attention in the first #lace7 your headline needs to be short7 and to the

#oint0 It=s not a su((ary of your #roduct7 and it=s not ?ust there to grab

attention being co(#letely unrelated to your #roduct0 &s with your

#roduct itself you can categori>e a #ositive headline in the sa(e way0

Solve a #roble(7 avoid #ain7 or gain so(ething that the reader wants0

our headline has to show this right away0

/he how to headlines and discover headlines are #o#ular again


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because they work0 It really is a si(#le case of e;#ressing the solutions

your #roduct offers7 directly or indirectly0 Let%s say we=re taking a

(arketing #ers#ective0 !ere are a cou#le of direct headlines to start

out0 $iscover how to (ake seven dollars for every dollar you s#end

online0 ,ind out how to increase the si>e of your list ten fold in ?ust a

(onth0 It=s as easy as that0 8henever you=re writing a headline7 ?ust

re(e(ber the (ain ai( of your #roduct7 the (ain #roble( it #oses a

solution to7 or the (ain advantage it gives the custo(er7 and tell the(0

If you don=t like the how to a##roach7 you can always go indirect7 and

use the how I a##roach0 ,ind out how I increased (y sales tenfold in

?ust three (onths with one si(#le techniue0 8atch as I create a sales

syste( that earns (e ten ti(es (y invest(ent every (onth7 without

fail0 /here=s nothing wrong with this a##roach at all0 Personally7 I #refer

(ethod one7 telling so(eone directly what they can gain7 but this kind of

story telling (ethod works too0

"i+e #our !e(dlines $e(nin1

/ 2e S*ecific

'otice too that a lot of these headlines are very s#ecific0 8ithin three

(onths7 seven dollars for every dollar you #ut into your (arketing7

increase your list si>e five fold every (onth7 and so on0 /his is great7

because it gives an even clearer sense of focus on your #roduct and

sends out a (essage of individuality and confidence0 /his is es#ecially

true with online (arketing where there=s a heck of a lot of co(#etition7

and giving s#ecific figures and stats like this is going to hel# you stand

out and be uniue against the hundred thousand (illion however (any

there are #eo#le who use the rather uni(aginative ="ake (ore (oney


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online= headlines0 "ost i(#ortantly7 it=s going to kee# #eo#le reading7

for the si(#le reason you=re no longer one of the crowd and visitors are

going to read on to see what you offer instead of labeling you =?ust

another one of the(=0

3on4t !ide #our Intentions

/his is why it%s i(#ortant not to hide the (eaning of your headline or try

to #ut off telling #eo#le about your #roduct0 If you%re sending traffic to

your site that%s interested in your #roducts in the first #lace7 there%s no

need for you to hide anything0 ,actor in that if you%re hiding your

solution until further down the letter7 why would so(eone read on if

they%ve been sent to your site to find out about a see(ingly different

to#ic than you #resent the( with9

So7 as you can see7 it=s not difficult at all7 no (atter what your #roduct05se e;act stats to stand out and be noticed7 and tell your visitors about

the #roble(s you=re solving7 what they can gain by reading your re#orts7

or how to avoid so(ething un#leasant without hiding your intentions0

!ere are a cou#le (ore e;a(#les for you before we (ove on0 ,ind out

how I catch five or (ore s#eci(en fish every single ti(e I hit the water7

no (atter what the venue0 $iscover the techniue that turned an

a(ateur golfer into a co(#eting #rofessional in ?ust three (onths0 Learn

how to use the software that saves (e ten thousand dollars in legal

fees every ti(e I buy a new house0

I could go on forever7 but I won=t0 One thing to re(e(ber is testing0

$on=t think ?ust because you have a headline that isn=t so bad that it

always has to stay that way0 I won=t elaborate right now7 because we


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have a whole section on effective testing later on in the course0 5nder

no circu(stances get too an;ious about this7 because it=s not set in

stone7 and you can change it whenever you feel the need0 /hink like

this7 follow the above guidelines7 and you=ll be writing enticing and

#rofitable headlines without that old =5h00 I don=t know what to write=

feeling co(ing over you0 /hat=s the first ste# sorted0

Attention "r(bber Number 5

'e;t co(es the sub*headline7 a cou#le of lines of te;t under the (ain

headline there for the si(#le reason of enforce(ent0 It gives you a little

s#ace to e;#and on what you=ve ?ust said and do so(ething very

i(#ortant0 &nd that=s give the reader a reason to read on0 !ere=s a well

used e;a(#le for you7 and that=s the =don=t go anywhere7 because this

could be the (ost i(#ortant letter you=ll ever read= a##roach0

"any #eo#le clai( to have co(e u# with that line7 but whoever did it

originally7 congrats because it really does (ake a difference0 It=s kind of

a settle in line0 & take your hands off that (ouse7 don=t click the dreaded

; or get distracted with anything else kind of line0 So that=s your ai(7 to

settle the visitor in and to sto# the( going anywhere0

'ow #ersonally7 I=ll be honest0 /he whole =don=t go anywhere because

this could be the (ost i(#ortant letter you=ll ever read= doesn=t e;cite (e

any(ore7 and doesn=t often hold (y attention0 It=s rather overused to

say the least7 and has a very =talking at you= feel0 I #refer a little

so(ething softer0 Sit back in your fave chair7 and rela; while I show you

why what you%re abut to read will change the way you look at online

(arketing forever0


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Of course there%s other ways to do this too0 !ow about =Prise your

fingers off your (ouse7 sit back7 and take a well deserved ti(e out while

I show you so(ething that I guarantee will change the way you look at

affiliate (arketing7 forever0 &s harsh or as laid back as you=d like it to

be7 don=t forget the reason it=s there@ as a feed in fro( your headline into

your (ain letter0 It=s a =Settle In Line=0 If it (eets that criteria7 you=re set0

Le(d/In 6 Introductions

'e;t u#7 co(es so(ething that again7 (any #eo#le (iss to their

detri(ent@ an introduction0 8ho are you9 If I=ve ?ust landed on your site7

why should I be listening to you9 Si(#le7 tell us your na(e7 and who

you are for a start0 Start by (aking that connection to the reader and

(aking it #ersonal0

I(agine you land on a sales letter with no introduction7 no na(e7 ?ust a

headline and sales letter0 I guarantee you=ll be reading through and be

wondering who you=re listening to7 that=s if you even read at all0 /he

internet isn=t a #ersonal (ediu(0 Peo#le can=t see your facial

e;#ressions or hear the tone of your voice0 In fact7 as far as anyone is

concerned7 if you don=t introduce yourself7 you=re ?ust a faceless nobody0

So here=s the deal7 you tell us who you are at the start of your sales

letter7 and we=ll start listening to you as if you were a #erson0 /he

easiest way to do this is a uick and easy header7 =,ro( the desk of

our'a(e!ere=0 &nd what are you in relation to the #roduct9 Aust the


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owner of the site9 $esigner of the software9 Pioneer of this brand new

fish catching syste(9 /ell us who you are0 If you=re an authoritative

figure7 we=re (ore likely to listen to you0

!ere co(es the fun #art7 and where (ost sales letters I see in (y day

to day browsing and e;#loring of the e*(ails go wrong7 the introduction0

!ow to start9 8ell7 I ho#e you=re u# for a writing a bit of a story here7

because this is how I love to start the sales letters that I write0 'ow don=t

get (e wrong or run a (ile ?ust yet7 it=s not uite as co(#licated as

writing a (ake believe story0 &ll we=re going to do here is co(e u# with

a few short sentences about how first off you discovered a #roble(7 andca(e u# with the solution7 and now you have the solution you=re able to

earn (ore cash7 get (ore leads7 catch (ore fish etc0

It doesn=t need to be long7 and it doesn=t need to be co(#licated or awe

ins#iring0 &ll you=re doing here is describing the #roble( that you

discovered and saying that you solved it with your #roduct and to what

e;tent0 /here=s no reason to blab on for #ages and #ages if you don=t

want to7 but this is your chance to show off your e;#ertise7 introduce

your #roduct7 and lead nicely into the features and benefits section7

sto##ing your sales letter fro( ?ust beco(ing a big boring list0

So what e;actly do you write9 8ell7 I=ll be honest with you7 there=s so

(any different ways #eo#le go about this0 our (ain ai( is (ake things

bigger and better0 "ake the #roble( bigger7 (ake the solution better7

(ake the gains bigger and avoidances (ore i(#ortant0 8hat I=( sure

you=ll find is once you=re writing7 like with (ost things7 once you start7

you=ll flow (ore easily7 and you won=t have a #roble(0 So7 what I=ll give

you now is a #lace to start7 a (iddle7 and an end0 /he ga#s in between


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you can fill with infor(ation that you believe is relevant to your #roduct0

W0ere 3o I St(rt7

So7 starting out the introduction7 here=s an e;a(#le for a list building

#roduct0 /alk about how you were sitting around one day and s#otted

so(ething7 and wondered how the heck there=s #eo#le out there with

lists of hundreds of thousands and you and your (arketer friends only

had lists of three or four thousand0 &s we all know7 lists are the lifeblood

of online (arketers7 and with a hundred thousand ready to buy #eo#le

at your dis#osal7 you beco(e one of the big guys with huge #otential

inco(es0

'ote here that we talk about what the list does for the owner of it

#ersonally0 & big list (eans nothing7 a big list that gives you the ability

to #ull in thousands of dollars whenever you want to buy so(ething7

does (ean so(ething0 Peo#le don%t want a big list really7 they want the

advantages and gains a big list grants the(7 so e;#and on your #oints7

and always talk about the advantages and freedo(s each benefit gives

the #otential #urchaser0C

So you set out and s#ent years researching this until you finally found asolution0 /his solution took your list fro( four thousand and doubled it

every (onth for si; (onths7 and is still doubling today0 ou wanted to

(ake one hundred #ercent sure it worked7 so you went out and used

your best (arketer friend as guinea #ig0 It went so well7 and the results

were so easily re#licated7 you went out and tried it on a grou# of five

(arketers that had ?ust started out0 !ere=s what ha##ened000 -nd

e;a(#le 1C


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It works for anything7 even #roducts that you haven=t created yourself0

!ere%s another e;a(#le0

"one Fis0in1 / $ore Enticin1 Stories

So7 here I was sitting by the riverbank in )DD17 catching a (ini(al

a(ount of car#0 &bout half way through the day7 this other angler

co(es along and sits o##osite (e7 sets u# his gear and within five

(inutes he=s in0 /wenty seven #ound .ar#0 !alf an hour later7 before

he=s even finished setting u# his other rods7 he=s in again7 thirty two

#ound car#7 and this is how the day went on7 he #ulled out one after the

other0 I could only i(agine the a(a>ing e;#eriences he%d had0 I wonder7

are all his fishing e;#editions like this9

'ote here again7 we%re #laying on so(ething a little different0 In the

#revious e;a(#le we talked about the list owners not wanting the list

itself7 but the advantages it brings0 In that case it was (oney0 In this

case with the catching of all these fish7 it%s the adventures and

e;#eriences0 & for( of entertain(ent7 which often is as #owerful as the

standard gaining so(ething you want7 avoiding a #otential #roble(7 and

Ere(oving things that you don%t want% the(es of sales letters0

.ontinuing@C

&fter about three hours of (e catching nothing7 and hi( #ulling these

fish out one after the other7 I go on over and start talking as you do0

8hat followed was #robably the (ost enlightening conversation about

fishing I=d ever had7 and it totally o#ened (y (ind0 I headed back to (y


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swi(7 set u# (y gear all over again7 and started #ulling these huge fish

out of the lake7 and to this day7 no (atter the venue7 or the season7 I=(

catching (ore fish than anybody else on the lake0 ou should see their

facesF /his one single conversation was so #owerful and changed the

way I look at fishing forever0 ou can i(agine that i((ense #roud

feeling after every fishing tri#0 So naturally7 I told so(e friends about it0

&nd here=s what ha##ened000 -nd e;a(#le )C

&gain7 in that e;a(#le7 we%re #laying on entertain(ent and gaining

so(ething again0 'obody really wants to catch (ore fish0 /hey want the

gains that co(e fro( catching (ore fish7 in the above case7 the

i((ensely #roud feeling0C

See how easy it is to write an enticing story that enforces the #ower of

this #roduct to #rovide a solution to a #roble(9 Like I said earlier7 this is

?ust base for your work0 ou can see a clear start7 (iddle7 and end in

both of these e;a(#les0 $ownright si(#le7 all you=re doing is talkingabout how you ca(e u# with it and what it=s done for you in a big way7

and how you don=t know how you got by without it0

In addition to the above #oints7 have you ever noticed how you en?oy

hearing about other #eo#les lives9 /his is what kee#s #eo#le gri##ed

and reading0 &ll you%re doing is telling the( a story related to your

#roduct that they can relate to also0 If you%re sending the right traffic to

your sites7 and they%re interested in what you%re talking about7 they won%t

be able to tear their eyes off your words until you%re done talking0

Feelin1 #our S(les Letters

In addition to this7 you%re #laying on the advantages that co(e with it7


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the feelings7 the ha##iness7 the #ride7 the adventure and the

entertain(ent0 'obody wants to catch (ore fish for the sake of catching

(ore fish7 but they want to do so to gain those feelings0 /his is such a

i(#ortant factor no (atter what you%re writing about0 eally e;#and on

those gains7 because as in the above e;a(#les7 a big list7 lots of

(oney7 lots of fish catching7 chea# cars7 half #rice housing (ean

nothing on their own0 It%s the gains7 the feelings and the avoidances

attached to the(7 the advantages of carrying out such a task and

succeeding that (atter0 If you%re not selling those feelings7 and those

advantages and gains7 your #roduct on reading your sales letter will

see( (ore like an e(#ty shell with no (eaning7 than an e;citing

#roduct that everyone wants0

If you=re still stuck for ideas7 and you=re not sure how to go about this7

check out so(e of the big na(e (arketers that you know about and

trust0 Look at (y sales letters0 Look at .hris= sales letters and what they

ai( for when they start out0 I can assure you7 it all has a #ur#ose7 and is

loosely based on this si(#le story telling for(ula to start out with0

e(e(ber though what you=re writing for0 I=ve seen so(e great

introductions fall down because they lose sight of the goal0 ou=re

kee#ing the attention of the reader7 and at the sa(e ti(e re*enforcing a

#ractical use of your #roduct and how it=s i(#roved the lives of yourself

and your target (arket0

Cementin1 #ourself in #our ros*ects

$ind

Let% look at the end of the last two e;a(#les I gave you0 So what did

ha##en9 /esti(onials ha##ened and your #roof ha##ened0 /his is your

chance to really hit ho(e about how good your #roduct is7 and how well


16/54

it solves a #roble(7 and there=s two ways to do this0 ,irst7 use

testi(onials7 so(ething that=s easily reuested and received by #eo#le

ha##y with your #roduct0 If you=ve given it to #eo#le you know before

releasing it7 ask the( to write so(ething for you0 If you=ve already

released the #roduct7 ask your custo(ers to write for you7 and collect as

you go along0 So(eone ha##y with a #roduct will often tell other #eo#le

about it7 and that=s to your advantage0

/he second alternative is to use #roof in #lace of testi(onials here0

Bank state(ents or screenshots fro( your #ay(ent #rocessor to #rove

inco(e fro( sites7 #hoto=s to #rove how (any fish you caught7 yourbefore*and*after scorecard fro( your golf rounds7 things like that0 'ow

I=( not saying that should re#lace testi(onials7 far fro( it0 If you decide

not to #ut testi(onials in the (idst of your sales letter7 you can always

#ut the( down the side of your #age0 Both of these (ethods work7 it=s

really u# to you0 I #ersonally believe this adds to sales letter rather than

detracts fro( it7 but to each his own0

8hat both of these (ethods do is answer so(e uestions going on in

#eo#les (inds0 /he biggest one of those being can they trust you0 8hat

we=re doing here is eli(inating the initial doubts uickly7 and effectively

without beating around the bush so to s#eak0 -li(inating doubt and

suashing fears beco(es an integral #art of writing your sales letter7

because lets face it7 anyone who writes a sales letter with the sole

(indset of sell7 sell7 sell7 isn=t going to get very far without this all

i(#ortant ele(ent0 8e=ll talk (ore about this later0

$e(t) "oodness


17/54

'e;t u# co(es the (eaty goodness of your sales letter7 and that=s the

(ain body of te;t that directly talks about individual #arts of your

#roduct and how it=s going to hel# the #eo#le that buy it0 &gain7

so(ething that (any (arketers get wrong is that they blab too (uch7

one huge7 dirty7 disorgani>ed body of te;t written in an entirely

unattractive way that no one can be bothered to read0 Or they ?ust

#rovide a list of features telling the reader what the #roduct does0 'ahF I

think not0

So let%s look at how to correctly go about infor(ing your visitors about

your #roduct while kee#ing it interesting0 ,irst u# I=d like to tell you now

that the (ore organi>ed a##roach of bullet #oints is the right way to goabout things0 It=s fast to read7 looks nice7 and best of all if the reader

isn=t interested in a #articular #art of your #roduct7 but is interested in

general7 they=ll be able to ski# over that #oint and (ove onto the ne;t7

so(ething that=s (ade i(#ossible if it=s all one slog of te;t losing you

custo(ers0 So #oint one here is actually use bullet #oints0

Of course it=s never that si(#le7 and neither is this0 So(ething that I

want you to re(e(ber7 that should always for( the basis of your sales

letter and ad co#ywriting7 is that listing the features is never enough0

/he reason for this is because it=s boring7 and it=s breaking one of the

rules of sale letter writing we talked about earlier@ assu(#tion0 Aust

because it=s totally obvious to you what so(ething does7 with so (any

different ty#es of #eo#le on the internet fro( all around the world7 it=s

#ossible that it (ay not be so obvious to the(0

e(e(ber7 benefits sell7 features don=t0 /here=s two ways to go about

this as you=re dissecting your #roduct for all to see on your sales letter0

"ethod one is to si(#ly list the features as (ini titles and in the sa(e


18/54

bullet7 e;#and on the( and talk about their benefits0 /he second

(ethod is si(ilar and ?ust (i;es the two together instead of se#arating

the feature and the benefit0 Personally7 I #refer (ethod nu(ber one

over (ethod two7 because it really allows the reader to see what you%re

getting at fro( the outset7 and in turn lets the( ski# over it if they%re not

interested or are looking for so(ething else in your #roduct0

Fe(tures (nd 2enefits 3efined

I want to touch on this one (ore ti(e before we end #art one0

So(eti(es it=s hard to define what=s a feature and what=s a benefit0

/here=s nothing wrong with that7 so before (oving on I want to give you

a cou#le of real uick e;a(#les of each0 Let%s look at the fishing

e;a(#le again0 =/his #roduct includes the ulti(ate fishing handbook=0

,eature0 =Guaranteed to increase your catches five fold within a week of

use0= Benefit0 =,eaturing the to# 4DD #laces to fish in the country7

including the e;act locations of record catches=0 ,eature0 =/aking you bythe hand and increasing your chances hundreds of ti(es of getting you

into the record books alongside the all ti(e greats=0 Benefit0

It=s real i(#ortant to know how this works7 because a #lain list of

features (ay sell to #eo#le who already know what your #roduct is

about and what it does7 but if you start to attract #eo#le that haven=t

bought this ty#e of #roduct before7 you=re losing sales7 because the

listed features (ean nothing to the(7 until you tell the( what it does to

i(#act the( in a #ositive way0

Ok that=s all for the first section on sales letter writing7 and I=ll tell you7 if

you=ve followed this to a tee7 If I=( interested in your #roduct7 u# to this


19/54

#oint I wouldn=t have clicked off your #age through any fault of your

writing7 and ?udging by the testing I=ve done with these (ethods7 neither

would a lot of other buyers0

/here=s (ore though7 stay tuned for #art two7 where we=ll talk further

about re*enforcing your #osition7 eli(inating #roble(s and worries that

(ay arise in your #otential buyers% (inds7 and give you so(e general

rules to follow that a##ly to the whole of your sales letter0 See you in

#art two0


20/54

Summ(r)


21/54

uick and easy to# to botto( for(ula to follow7 and add on so(e rules

to finish off0 ou don=t have to be the best writer in the world7 have the

greatest i(agination in the world7 or have a (asters degree7 anything

like that0 If you can write and read -nglish7 you can write effective and

#rofitable sales letters7 so let%s get started0


22/54

e (aking seven dollars for every dollar that you s#end0 See

the difference7 and how (uch easier to is to i(agine the s#ecifics9


23/54


24/54


25/54


26/54

wants what you have7 they should listen to you as an authority on the

sub?ect0


27/54


28/54


29/54

again and again0


30/54

O+er+ie, of S(les Letters - (rt 5


31/54

o,er (cked S(les Letters / (rt 5

In the #revious section7 we left off after having created an attractive

headline7 a settle in or sub headline7 a good solid introduction7 as well

as concreting your e;#ertise in the readers (inds and #ushing ho(e

the (ain benefits of your #roduct in an effective and interesting way0

8ithout further ado7 let%s continue creating your well oiled and

structured sales letter0

/he ne;t ste# in this #rocess is to further enhance the confidence your

readers have in your #roduct0 I won=t re*visit this again7 as we already

talked about testi(onials7 and #roof that your #roduct works in the

#revious section0 "ake it e;tra ?uicy7 and #lace it right after your bullet

#ointed #roduct benefits to suck the readers in a little (ore7 starting the

cli(b to the cli(a; of your sales letter0

2onuses 3one Correctl)

'e;t u# co(es the #lace(ent of any bonuses you (ay have and have

decided to give away with a (e(bershi# to your site or the sale of your

#roduct0 8hen looking at what bonuses to offer7 be as i(aginative as

you are when you create your #roducts0 It doesn=t have to be an e*book

or s#ecial re#ort worth a #articular a(ount of cash0 It can be anything7

even your ti(e7 (aybe a free one hour consultation or so(ething to that

effect0 -ither way7 the nu(ber one reason for adding bonuses to the

end of your sales letter is si(#ly to add value to your #roduct0

& cou#le of rules to re(e(ber when writing your bonuses section: ,irst7


32/54

add the #rice or the value7 as this further gives the i(#ression that

#eo#le are getting so(ething that=s actually worth so(e cash7 rather

than a rando( free #iece of advertising or (anual that they can get for

free anyway0

/he second rule here is to not go over the to#0 e(e(ber7 even though

your bonuses are related to your #roduct in so(e way7 you don=t need

to write a whole e;tra sales letter to sell the bonuses7 because let%s be

honest7 they=re getting the( either way7 and you don=t want to waste

ti(e or distract by going over the to# with detail0 & few short7 uick and

#unchy bullets about each of your bonuses will do it0 Go further7 andyou (ight find this section dilutes the initial ai(s of your sales letter7

and that=s of course to sell your #roduct or service0

/hird7 and finally7 don=t give away too (uch0 ou=re trying to #ush

#eo#le over the edge here to buy your #roduct7 and if you give away too

(uch and give the i(#ression that what you=re offering is too good to be

true7 this actually devalues the #roduct7 and shifts the focus of the

bonuses being (ore valuable than the #roduct itself0 /his leads to (ore

doubts in your readers (inds7 which is not good considering that=s what

we=re trying to suash0 6ee# in (ind a bonus is a bonus and not your

(ain #roduct and you=ll be fine0

"u(r(ntees to Se(l t0e 3e(l

'e;t co(e your guarantees0 &n integral #art of any sales #rocess is


33/54

gaining the trust of your readers7 and eli(inating risk for the(0 /he

easiest two ways to do this are with the testi(onials and #roof we talked

about earlier7 and through guarantees0

"ost i(#ortantly here7 you don=t want to guarantee so(ething that you

can=t kee#7 so if you=re in (arketing or selling an info #roduct7 never

guarantee your results no (atter how confident you are in what you=re

doing7 because so(e #eo#le ?ust won=t listen to what you=re saying7 go

about things half heartedly7 and then shout at you because you

guaranteed the( so(ething that they didn=t achieve7 through no fault of

your own0 &side fro( the (oral and ethical #roble(s with this7 I believeit=s also illegal and could get you and your business into trouble0

/here%s actually a huge a(ount of guarantees that you can honor in a

nu(ber of different ways de#ending on your #roduct or service0 It=s safe

to say7 though7 that (ost widely used and effective are those that entail

(oney back if so(ething goes wrong0 Standard service really7 to offer a

refund if things don=t work out7 although with intangible #roducts this is a

little (ore difficult0 8ith info #roducts for e;a(#le7 there=s always going

to be the odd ti(e waster that tries to get your #roduct for free and ask

for a refund0

One o#tion to avoid this is to only offer a refund on those that have

taken your teachings7 #ut the( to work7 and can co(e to you and show

you that it doesn=t work0 'ot only does this ins#ire a shed load of

confidence in your #roduct7 again adding value and eli(inating

reservations in your custo(ers% (inds7 but it ensures you won=t get any

cowboys trying to take you for a ride and get your star five hundred

dollar #roduct for free0 /he only catch is you have to be su#er confident


34/54

in what you=re offering at the sa(e ti(e0

It=s definitely so(ething that you should take so(e ti(e out to #onder

over if you haven=t got a #lan for this right away0 8hen you=re working

on this7 try to be s#ecific too0 & one hundred #ercent satisfaction

guarantee doesn=t hold (uch water nowadays if it=s not tied in with

so(ething like a refund or returns #olicy to target a eli(inate the risk7

because lets face it7 to take out your wallet and hand a load of cash

over after reading a written #age by so(eone you don=t know takes a

(ighty large a(ount of trust0

Inst(nt "r(tific(tion

Ok so here we are7 #iling on the reasons for the reader to buy your

#roduct7 and suashing theirs fears and reservations at an ever

increasing rate0 /he ne;t thing you want to do is assure the( instantdelivery of so(ething0 -ven if your #roduct is due to be (ailed out the

ne;t day7 give the( so(ething that they can access right away0

/he reason for this is ?ust because instant gratitude is a big #art of the

fast #aced world of the Internet0 It=s fast7 uick and easy7 allowing for

i(#ulse buys at the click of a few buttons0 Peo#le want stuff uickly7

and to not waste ti(e0 It=s not a big thing7 ?ust re(e(ber to tell the( that

their co#y of the #roduct is waiting for the( on the ne;t #age7 or within

two (inutes they=ll have the knowledge to beat their fishing buddies ten

ti(es over7 every tri# they (ake7 s(all7 but (ighty i(#ortant instant

gratification0


35/54

Closin1 t0e S(le

'e;t u#7 we have so(ething that=s as i(#ortant as any #art of the sales

#rocess7 and that is closing the sale7 asking for the cash0 &ll too often7

both in the real world7 and online7 if you=ve ever trained a sales tea( orbeen on sales tea( that%s being trained7 the nu(ber one thing that=ll be

drilled into your head is closing the sale and asking for the cash0 It=s

so(ething that #eo#le ?ust starting out don=t like to do7 or do in an

indirect roundabout way trying to avoid this7 and the fact is7 the sales

#rocess can only do so (uch0 If you don=t reuest a signu# or ask the

custo(er to buy7 it=s all been for nothing0

So(ething else you should re(e(ber to do here is offer alternatives to

the standard #ricing0 Aust re(e(ber to try and give a little so(ething

e;tra to ca#ture those #eo#le who can=t afford your five hundred dollars

straight u#7 or want to take a year%s subscri#tion at a discounted rate for

your (e(bershi# site giving you a big wad of cash u# front0

& great way to li(it the da(age done by asking for the cash is to (ake

it see( less da(age than it actually is7 or co(#are the #rice to

so(ething #eo#le can relate to in every day use7 or enhance the gains

of the #roduct co(#ared to it%s cost0 /he nor( see(s to be co(#aring

to a cu# of coffee for a day7 or lunch sandwiches for a week or

so(ething si(ilar to that0 So ask for the cash7 and di(inish its

i(#ortance a little by relating to ine;#ensive every day ob?ects0

8hen you=re doing this though7 don=t (ake the fatal (istake of telling

the reader that your su#er sales syste( only costs as (uch as a cu# of

coffee at lunch every day for a week7 but re(e(ber to co(#are it to the


36/54

advantages the custo(er will en?oy with your #roduct0 It=s highly unlikely

that your readers and #otential custo(ers are going to give you their

cash if what they=re getting in return isn=t at the front of their (inds0 It=s

?ust another way of adding value and giving the readers the i(#ression

that your three hundred dollar #rice tag isn=t actually as (uch as it

sounds when co(#ared to the benefits they=re receiving0

So(ething else you (ay be te(#ted to try is hiding your #rice7 and

actually only listing it after clicking the order now link0 So(ething that in

effect will sto# the reader fro( scrolling right down before you=ve sold

the( on all the benefits of your #roduct and deciding it costs too (uch0'ow7 #ersonally I don=t like this one because as far as I=( concerned7 if

so(eone is really that interested to see how (uch this is going to set

the( back before they=re done reading the sales letter7 the sales letter

isn=t catchy enough and isn=t doing it=s ?ob0

In (y e;#erience7 this really doesn=t (ake a big difference7 if at all7 so if

you=re following this section and writing your sales letter fro( it7 leave it

out for now7 but bear in (ind it=s so(ething you=re free to track and test

for yourself at a later date if you want to see the results for yourself0

S

'e;t u#7 co(es the PS=s0 I don=t agree with the clai(s that they=re the

(ost read #art of the sales letter7 but I do agree that they work0 /hey

are there for one reason only7 and that=s to re*enforce the benefits and

guarantees of your #roduct7 designed in such a way that they #ut the

(ost #owerful benefit7 and the (ost #owerful doubt crusher together7

#ackaged nicely with a second order link in an atte(#t to #ush those


37/54

few e;tra readers over the edge7 and #ersuade the( to click on your

order link0

-asy as that0 ,ollow the above guide7 take into account the rules7 and

track everything0 /hat=s it7 you=re done0 If you thought writing effective

sales letters was hard7 ti(e consu(ing or you si(#ly weren=t able to do

it #ro#erly7 I ho#e to have #roved you wrong with that last section00

ou now know how to write attractive and catchy headlines and re*

enforce correctly with sub*headlines7 or the settle in line as I like to call

it0 8rite a uick and easy connection (aking introduction7 that=s both

interesting and infor(ative for your readers7 leading into the (ain chunk

of your sales letter7 defining your #roduct and selling it=s benefits0

&dding value and crushing doubts in your readers (inds being the final

ste#s to that all i(#ortant order link7 #lus a little so(ething e;tra in the

for( of PS=s to convert so(e e;tra sales0

See7 it=s not hard7 or co(#licated in any way0 I understand how writers

block hits #eo#le so(eti(es7 and it ha##ens to the best of us7 when we

sit and stare at the screen with a blank look7 not knowing how to start or

continue0 /hat=ll still ha##en alright7 but now you won=t be one of theones out there that don=t know what works and how to go about it0

ou won=t write so(ething now and wonder if it=s totally wrong7 or if

anyone is going to read it7 or wonder for hours on end how to structure

each section0 8e=re not done yet though7 now you have the for(at and

structure of the sales letter7 there=s a cou#le of rule sets that I=d like to


38/54

go through with you0 /hings to kee# in (ind whilst writing your sales

letters that will kee# you and readers flowing7 and to the #oint7 and (ost

i(#ortant7 get a wad load (ore of the( to hand their cash over0

Rule - No 3istr(ctions

ule 'u(ber One: $on=t distract and confuse visitors0 /he biggest

#roble( that see(s to #o# u# in #eo#le%s sales letters is that they=re

confusing7 or have the user click on a load of stuff to see other stuff0

'ow recently7 so(eone I used to know back when I started out in online

(arketing went ahead and created this website0 /he #roduct itself

doesn=t see( so bad7 but the sales letter hurts (y brain7 even when I go

over there ?ust to see what he=s doing with so(e s#are ti(e on (y

hands0 .lick here to see this7 click here to see the features of that7

hover your (ouse over the little orange bit to see the #ay #lan7 and so

on0

It ?ust doesn=t work0 I understand if you have a (ulti#le #roduct site0

/hat (ay be so(e sort of (e(bershi# that offers (ore than one

service for e;a(#le0 If all the #roducts and services are related7 great7

#lace the( in bullets on the sa(e #age7 allowing the reader to ski# over

if they=re not interested0 If the #roducts are totally unrelated however7 it

(ight be ti(e to take a look at how you=re selling the( and consider

s#litting the( u# into se#arate focused sales letters and sites0 /hat=s

another issue entirely though0

,or now7 ?ust re(e(ber to try and kee# everything on the sa(e #age

and don=t divert the readers off to five or si; different areas to see the

benefits of each #art of your #roduct0 It=s #lain confusing7 and loses


39/54

sales big ti(e0 /his is #robably the very first thing that I learned about

structuring (ulti*#roduct sales letters7 with (y very first site that offered

ad tracking7 autores#onders7 conferences and a host of other stuff at

the sa(e ti(e0 Linking off to se#arate features ?ust confused the heck

out of (y visitors7 and (y sales co(#ared to targeted visitors went u#

(ore than three ti(es after consolidating with bullets in a focused way

all on the sa(e #age0 'ot a bad deal for a little e;tra work0

Rule 5 - No Constr(ints

8hich brings (e to rule nu(ber two: $on=t be constrained by length0 &s

I (entioned in the #revious sales letter section7 so(e of the best sales

letters I=ve ever read that have ?ust totally sucked (e in using the sa(e

for(at as we=ve been talking about throughout this guide0 So(e have

taken (e over an hour to read7 and turned out to be big selling #roducts

with great visitor to sales ratios0

So here=s the thing0 $on=t fall into the checklist tra#0 & s(all list of

features #lanted on a #age is no (atch for the structure we talked about

above0 'ow back when I first started7 I wrote this big long sales letter7 a

little after the #revious e;a(#le of a(alga(ating all the features into

one7 and needless to say it was a tad large0 I wasn=t really all that

confident about kee#ing things as they were7 as the #eo#le that I was

selling to were busy #eo#le0 Peo#le who don=t want to hang around for

ages reading long rea(s of te;t0 Or so I thought anyway0

So I went away and created this list ty#e sales letter that I thought

would do so (uch better7 and ran a s#lit run test with the very long and

very short versions0 & week and a half and twenty five new signu#s later

fro( the long sales letter7 and still staring at a blank fro( the shortened


40/54

version7 I had to actually check of everything was working correctly

because the short version was #erfor(ing so badly0 /esting ti(e was

over0

I never went back0 /hinking that short sales letters would out#erfor( (y

long ones was #robably the (ost #rofitable test that I=ve carried out with

regards to sales letters0 8ithout the testing though7 based on the

untested and incorrect assu(#tions at the ti(e7 it #robably would have

been the (ost e;#ensive0 /hankfully that thought was suished at an

early stage0

Rule 8 / Four Elements of ( Successful

S(les Letter

ule 'u(ber /hree: our sales letter should only ever be doing one of

four things7 enforcing your e;#ertise7 enticing with benefits7 crushing

fears and doubts about your #roduct7 or asking for (oney0 8hen you=re

done writing7 take a read through your sales letter and see if you can

s#ot the #oints at which you (ay have deviated fro( your original

ob?ective7 and wi#e the( out0 .ontrary to so(e very strange e;a(#lesI%ve co(e across in (y ti(e online7 there is no reason for any other te;t

to e;ist other than to distract7 confuse or get in the way0

8e saw this e;a(#le earlier7 but it a##lies here too0 See your sales

letter as kind of a bridge0 /he starting #oint on one side is the headline7

and anyone who successfully gets across the bridge to the other side


41/54

has hit your order link and #urchased your #roduct0 &ll those little niggly

bits that have no #lace7 all those distractions7 and #roble( areas are

giant dirty holes that custo(ers that should have been yours7 are falling

through on the way to your order link0 &ll you=re doing is #lugging those

ga#s by re(oving the un needed areas and distractions7 and giving the

best chance of a safe crossing7 which of course (eans (oney in your

#ocket0

So here=s the deal0 6ee# focused7 ri# out all those irrelevant #arts of

your sales letter0 If it doesn%t enforce your e;#ertise7 entice with

benefits7 crush fears or ask for cash7 it #lainly doesn=t need to be there0Plug the ga#s0 e(ove the dead wood0 Sto# losing custo(ers through

the holes0

Rule 9 - No Assum*tions

ule nu(ber ,our: 'ever assu(e anything about your readers0 /here

are so (any renditions of this7 and I=( guilty of doing this7 too7 in draftversions of te;ts0 It=s only natural if you=ve been around so(ething for a

long ti(e that see(s si(#le7 obvious7 or the nor( to you0 e(e(ber

it=s not necessarily the nor( for others0 $e#ending on the (arket you=re

going after7 there=s going to be so(e degree of variation in the ty#e of

visitor you get and their #revious e;#erience on the sub?ect0

/here%s so (any variations of this7 but let (e give you a few e;a(#les0

JInverted co((asJ is a good one that see(s to be taking sales letters

by stor( recently0 8hen you=re talking about so(ething in a focused

way7 co(ing out with so(ething contained in inverted co((as (ay

(ean so(ething to you7 but could well (ean so(ething different to

so(eone else7 and is very easily (isunderstood7 along with sarcas(7

irony and slang0


42/54

Rule : - S*ice/U* #our S(les Letters

ule nu(ber ,ive: S#ice it u# a little0 our writing style doesn=t have to

be hard sell all the way7 but don=t (ake it boring0 "ake it colorful7

es#ecially when you=re talking about your #roducts benefits0 e(e(ber

your #roduct isn=t good0 It=s not cool7 or nice0 It=s a(a>ing7 astounding7

rock solid7 laser targeted7 and unbeatable0 Get a little e;cited and

re#lace so(e of your descri#tive words with so(ething a little (ore

s#icy and interesting0

It (ay sound like hard sell7 but not so when cou#led with (y favorite

writing style7 which couldn=t be easier for anyone to do7 and that=s ?ust

ty#ing as you=d talk0 It goes fro( hard sell /K ad sounding7 and changes

instantly to have a #ersonal7 but e;cited and confident feeling about it0

/here=s nothing wrong with in?ecting your own #ersonality either if youwant to7 in fact this actually adds to your sales letter0 Aust re(e(ber to

avoid the #itfalls we talked about earlier whilst (aking your benefits

sound a little (ore ?uicy and attractive0

Rule ; - %ee* It Structured

ule 'u(ber : $on=t lose your structure0 8e already talked about the

four ai(s of your sales letter7 but if you take a closer look at what we%ve

?ust been discussing there=s a #articular structure about it0 8e started

off with the headline7 and the sub headline #ulling the readers into the

letter7 then we went on with an intro and so(e reinforce(ent7 #roof and

testi(onials7 then benefits of your #roduct7 guarantees7 da(age


43/54

li(itation (aking the #rice see( less significant7 and then the PS=s0

Si(ilarly to the custo(ers co(ing over the bridge e;a(#le we used

earlier here7 notice how at each stage you=re #iling on the weight at an

ever increasing rate7 cul(inating in the cli(a; and #urchase of your

#roduct0 /he look of your #roduct ?ust gets better and better7 and faster

and faster and faster7 #icking u# the #ace and #iling on those benefits7

crushing those fears and doubts7 and then taking your well deserved

rewards in the for( of a sale0

'ever lose that7 and never get it u#side down0 I=ve seen so(e

backwards sales letters that #ile it on for the first screen full7 and by the

ti(e I=( half way down I%( bored out of (y skull because they=ve run

out of stuff to say7 and I%( leaving to do so(ething (ore interesting0 It=s

the snowball effect of your sales letter7 and it works like a char(0

Tr(ck 6 Test E+er)t0in1

ule 'u(ber M7 finally7 but (ost i(#ortantly test and track everything0

-very single word you=ve ?ust read has been tried and tested0 I(agine

what would have ha##ened if I decided not to test and track0 I

guarantee you this re#ort wouldn=t be here today7 not least because I=d

have nothing to tell you7 but also because I=d (ost likely be back selling

stuff for other #eo#le7 or taking a course so(ewhere on how to get a

good ?ob (aking so(eone else a bunch of cash0

/here are all sorts of additions to sales letters that have been #o##ing

u# for as long as I=ve been online7 the NesF I understand that I=(


44/54

gettingH #ages that su#ersede order links7 the Nclick here if you=ve

decided not to order in the PS area at the end of the sales letters7 and

a whole bunch (ore innovative ways to increase sales and convert

e;tra sales7 but for now7 ?ust re(e(ber not to try anything new unless

you=re tracking it7 because you=ll go broke without knowing what%s

destroying your sales7 and you=ll go broke not knowing that the sentence

you ?ust deleted was res#onsible for Q of your sales0

So there we have it7 a co(#lete guide and fra(ework for creating

successful sales letters for a large nu(ber of different #roducts0 One

other thing I=d like you to re(e(ber is no (atter how good your sales

letter7 if your traffic isn=t uality7 it won=t sell0 If your #roduct isn=t selling7

your sales letter (ay not be to bla(e7 and no a(ount of changing it willdo any good0

-ither way7 you can be a lot (ore confident in your sales letters now0

-ven if you find your sales letters are a carbon co#y of what I=ve written

above7 you don=t have to wonder if you=re going about this the right way

or not0 One thing that never ceases to a(a>e (e is the ability all of us

as (arketers have to turn a black and white #age of te;t7 into so(ething

that through only the #ower of the words7 can receive so(ething that=s

near and dear to #eo#le7 (oney fro( so(eone that doesn=t know us7

and that=s never (et us7 and fro( a #age that an hour earlier was blank0

On a (ost basic level7 that=s very #owerful and why you should always

feel real #roud when you (ake a sale7 no (atter how s(all0


45/54

Summ(r)


46/54

reason for your #rice7 let%s take this a ste# further now to show #eo#le

they=re actually getting (ore for their (oney than they first bargained

for0


47/54

whole e;tra sales letter for your bonuses0 ou definitely don=t want to

create any distractions fro( the (ain focus of your sales0 & few short7

#unchy bullets outlining the value7 the cost if they were to buy

se#arately and so(e of the benefits they will gain is enough to do the

?ob0


48/54

entail (oney back if your #roduct doesn=t do what%s been advertised0 'o

one should have any trouble doing this if their #roduct is a uality #iece0


49/54

did this on #ur#ose so in effect7 you could start your course right away

instead of having to wait for the delivery7 si(#le but effective0


50/54

the( back before they=re done reading the sales letter7 the sales letter

isn=t catchy enough and isn=t doing it=s ?ob0


51/54


52/54

about so(ething in a focused way7 co(ing out with so(ething

contained in inverted co((as (ay (ean so(ething to you7 but could

well (ean so(ething different to so(eone else7 and is very easily

(isunderstood7 along with sarcas(7 irony7 and slang0


53/54


54/54

decided not to order in the PS area at the end of the sales letters7 and

a whole bunch (ore innovative ways to increase sales and convert

e;tra sales0 But for now7 ?ust re(e(ber not to try anything new unless

you=re tracking it because you=ll go broke without knowing what%s

destroying your sales and you=ll go broke not knowing that the sentence

you ?ust deleted was res#onsible for Q of your sales0

learn to write effective sales letters to super charge your marketing

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