With the proper formula, anyone can write a winning sales letter. Sales, whether online or offline, are just walking someone through the emotional process of deciding to shop for. First, you have to get their attention. Then you've got to urge them to experience the pain of a drag, trust within the solution, and excitement to shop for. Finally, you convince them that the time to act is now.
Here’s the way to use this timeless formula to make a killer sales page that converts.
Hook
Everything else doesn’t matter if you can’t hook their attention. That’s why copywriters spend so much time on the headline.
To hook attention, you would like to actually get inside your reader’s head. You need to understand their problems, their dreams, how they consider themselves, what keeps them up in the dark , etc.
Come up with a few different ways of hooking attention. Perhaps it’s an image , or a promise, or an honest old-fashioned headline.
Sell the Problem
Your sales letter must explain the matter in such how that somebody reading it can tangibly feel the pain.
Believe it or not, you'll provide a valuable experience for somebody just by helping them understand the matter better. In fact, it’s quite important to tell them something they don’t already know so they don’t lose focus as you guide them through the problem.
Explain the problem eloquently, in detail, in a way they haven’t heard before. Make sure they will really feel the pain of the matter by the time you’re done.
Demonstrate Credibility
Who are you? What is your system? Why should they believe you? What sets you apart?
There are so many people out there promising solutions, it’s no wonder people are skeptical. In order to convert someone’s trust and buy, you would like to prove that you’re different.
Do this with abundant use of proof elements – things like your past experience, testimonials, endorsements from industry celebrities, and therefore the like.
Build Emotions into the Solution
Finally, share the solution. Explain why it works, how it works, and why it’ll work for them.
Infuse your solution with emotions. Get them excited about the solution. By the time they've finished reading your sales letter, they ought to feel buzzed from hope about the changes which may await them.
Close with Urgency
Finally, give them a reason to act now. Perhaps you’re taking the product offline soon. Perhaps you’re only selling a number of copies. Maybe the price will go up.
Or, you'll paint an image of how quickly the pain will just keep increasing if they don’t act today.
However you do it, you need to get the order, right now. Not tomorrow, not even today, but right at this instant. If you'll create a way of urgency, including the thrill you’ve already created, then you’ve got a purchase.
If you'll learn to guide someone through these stages of a sale, you’ll be ready to sell almost anything.
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