Ways To Get Web Site Sales
Letters That Pull Like Crazy
by: Dr. Kevin Nunley
letters are everywhere on the Internet. More and more of the biggest selling
sites are doing their money-making magic with a long, meaty sales letter.
Wanna sell something?
A good old fashioned sales letter is a great low-cost way to give prospects
all the information and motivation they need to become paying customers.
Notice I said "old
fashioned" sales letter. In the world of copy writing, most of the
techniques that REALLY work are old as the hills. Sometimes they're dressed
up to look new. But the best have been used, tested, and proven for decades
in direct mail, on TV infomercials, and on web sites.
That's good! Time-proven
methods give you a high rate of success. Less risk, more profits.
Here are three never-fail
ways to make your sales letters SELL. Use these ideas to create a new
sales letter, spruce up the one you already have, or give them to the
writer who creates your marketing copy.
BEFORE you write your sales letter (or fix it up), walk in your customer's
shoes. Most sales letters fail because they don't ring true in the customer's
ears. The picture the sales letter paints isn't something the customer
"Get RICH this
year" may sound like a motivational dynamo, but it probably doesn't
do much for the majority of customers who simply want an honest way to
earn some extra money.
First talk with customers.
Find out what keeps them awake at night, gnawing in their tummy, forcing
them to stare at the ceiling. What is their worst fear, the one they talk
to their spouse about non-stop but have a hard time admitting to anyone
Take this fear head-on.
Talk about it. Explain it. Point out what causes it (a problem YOU or
your product can correct!). Let the customer know in no uncertain terms
how the problem will get out of hand, become worse, and K-O their life
Tell a story. Gosh, people LOVE stories. The magazine story didn't really
get going until 100 years ago. Novels didn't show up until well after
Columbus. But the story has been a mainstay of life worldwide for thousands
There is something
about a simple story that grabs hold of people and won't turn them loose.
A good story sticks in your brain, explains what is going on, and comes
back periodically to remind you how things should be.
I like to use a TRUE
story about a customer:
"Mary spent all
she had on a fine looking web site. But it wouldn't sell anything! "Kevin,
I need help," said the subject line in of her email. "Mary,
the copy on your page is confusing. And people can't really figure out
what you can do for them. They click to your site, get confused, and click
Point out what is wrong with your product or service. Go ahead. Say "this
product is great, but it doesn't work for everyone. If you don't use it
every day, or aren't serious about steady improvement, you won't see results."
Wow! People can't
believe it when they see an HONEST sales letter. What a refresher! Your
credibility shoots straight up.
I write a lot of press
releases. And as we all know, even a good release doesn't always get the
attention of busy media editors. I admit this, then go on to tell the
customer four or five things we can do if their press release doesn't
work the first time.
People fee reassured
when I admit the process isn't perfect and show an informed and sincere
desire to keep trying after the sale.
Put a testimonial at the top of your sales letter. A good comment from
someone who has already bought from you is worth its weight in gold. Don't
have any satisfied customers yet? Get a friend--or even better, a known
expert--to try your product or service and spill the beans on how good
Forget the P.S. I know, every sales letter writing book in existence tells
you to add a P.S. to the end of your letter. No question, that is true
for printed letters. But people read a web page differently. Saving your
most important secrets for a P.S. at the end just serves to hide them.
Instead, add a few
bonuses to the end of your web site sales letter. Most people love to
bonus the sale with easy-to-provide ebooks. I prefer to offer extra service,
help after the sale, and access to some extra pages of valuable advice.
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