By Grady Smith
1) Who Are You Selling Your Product To?
Before writing word one of your sales letter you must know who is
in the market for your product. You need to be able to take your
product and find the one specific group that is going to
desperately have a need for your offer.
The more specific the better. If youÆre offering a fishing lure
designed to catch salmon you wouldnÆt market it to men in
general. YouÆd narrow it down to people that fished. And even
more specifically, youÆd market it to those that fish for salmon.
By doing this your sales letter can speak directly to your
prospect and therefore make more profits for you.
2) How Is Your Product Different?
What sets your product apart from the competition? Have you done
studies to show it works better? Do you have a higher overall
level of customer satisfaction compared to your competitors? Can
you say that your product is the only one that does something no
other product does? If so, tell the reader in your sales letter.
If you can tell your prospect that your product offers a highly
desired benefit unavailable from your competitorÆs product then
youÆre going to make the sale.
3) Why Should The Prospect Believe You?
With all the scams and false information being given through
advertising, disbelief sets in pretty fast. So youÆve got to make
your prospect believe what youÆre telling them is the undeniable
truth. And youÆve got to do it fast before the prospect starts to
think that every claim youÆre making canÆt possibly be true.
So tell them why they should believe you. Show them stats to back
up your claims. Prove to them that what youÆre saying is the
truth from the beginning and theyÆll believe everything you have
to say from that point forward.
4) What Are ALL The Benefits Your Product Offers?
But not only the biggest, most obvious benefits, but also those
that are not so evident.
By creating a long list of benefits the customer gets with your
product you better your chance of listing the one thing they
really need. And if you can show them one benefit that captures
their eye then youÆre going to make a new customer.
5) Why Might Your Prospect Say "No"?
Read your letter from the viewpoint of your prospect. Would you
say yes to the offer? If not, why?
Reading over your sales letter and answering questions and
objections as they arise is a guaranteed method for increasing
response and breaking down buying resistance.
6) Why Should Your Prospect Act Now?
The final question you must answer for your prospect is why they
need to act immediately. Miss this crucial step and your offer
will be put on permanent hold as the prospect makes plans to act
at a later date but never does.
Give them a believable reason to act immediately. Give them a
special price if they act within the next few days. Or tell them
quantities are limited and once theyÆre all gone they wonÆt be
sold at any price.
Just make sure that your urgency is believable and truthful.
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