Simply having a great product and being able to draw traffic is not enough. Making sales is also heavily dependent on your ability to influence and convince someone that they need your product in their lives, through your words – spoken or written.
This skill is also known as the skill of copywriting – using words strategically to get people to take action.
This skill is especially relevant and important when it comes to writing sales letters for your digital business offers. You have only your words to rely on in order to sell something; customers have no way to actually see or experience the physical product for themselves. The sales letter is your product’s only sales representative – hence, your words matter here.
Components Of An Effective Sales Letter
Not quite sure what to write? No worries!
In this section, we will run through the fundamentals of creating a fantastic sales letter.
There are only 8 simple steps to creating a fantastic, prospect-converting sales letter that will blow everyone’s minds. They are:
Call to Action
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The most important part of any sales letter is the Headline; the Headline is everyone’s first impression of your product.
Here, you need to grab your customers’ attention and get them excited. To achieve this effect on your readers, specify the product’s results and benefits in your headline. Remember that features tell and benefits sell, hence, be specific. The more specific the results, the more attractive your headline will be.
To further enhance your headline, you should also highlight the “call-to-action” words in yellow to show urgency and grab your prospect’s attention.
Here’s an example (bolded words represents the highlighted words in yellow) :
“Secure Your Instant Access to a Mammoth Collection of Constantly Adding Resell Rights, Private Label Rights, Graphics and More…and Jumpstart Your Online Marketing Career Starting This Second!”
This very headline portrays an immediate solution to those who wants to make money without having to create their own product. Words highlighted in yellow are the ‘call-to-action’ words to jumpstart their internet marketing career now.
Congratulations! You got yourself a headline. But don’t forget, every good sales letter must have a sub-headline to compliment the headline.
This part usually appears under your headline. These words are normally 1 or 2 font sizes smaller than the headline.
At the start, the headline serves to hook your prospect’s attention. The sub-headline on the other hand, reels your prospect in – it nudges them to read on a little further. The sub-headline is also important to catch the attention of page “scrollers” to read what they want to listen to.
As you can see, there are various ways to create your sub-headline – it really depends on how your headline is structured. It should fill in the blanks in terms of explanations (if it’s a product that needs further explanation), or benefits, or even encourage readers to take some form of action.
An example of a good sub-headline is like the one below:
The sub-headline serves to fill in details about how one can discover social media marketing techniques from top experts, through a three-day event for this very purpose.
This draws the audiences in further into reading the letter, to find out more details about the event.
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After you’ve successfully ignited the curiosity of your prospect, it’s time to make your very first and lasting impression to your prospect with your introduction. If they are still reading here, it only means one thing – they are interested. Period.
The main purpose of your introduction is to qualify your prospect even further.
Think about it. If you are an online customer yourself, you would want your questions to be answered in the sales letter itself. So, what should your sales letter do?
First, you will need to introduce yourself. Your prospect will eventually ask, “Who are you?”, and “Why should I listen to you?”.
Establish common ground. Share a little about yourself and how the prospect can relate to where you once were and how you can help him achieve his goals.
Then, address their problem. Empathize with their problem, and be specific about their state of discontent.
If, after reading that, he’s thinking somewhere along the line of, “Yeah, I have this problem” or even, “How does he know?”, you have gotten his interest.
Writing a sales letter doesn’t have to be ‘formal’. Despite the number of potential views it’s going to get, your writing tone should be that of a one-on-one relationship instead of a broader address.
Remember, this sales letter is the one doing the selling for you. You must maintain the momentum of that one-way relationship going on between your virtual salesman and your prospect.
Even if it doesn’t attract some of your prospects, it’s alright because this is also the time to weed out those who are not interested.
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You’ve successfully created your introduction. Now is the time for the regurgitation process. This is where you exaggerate an existing problem. You can achieve this by showing your prospect a more inferior alternative over your offer.
For example, I found out that not everyone can afford the pricey Adobe Photoshop. Most people lack the designing skill, and the high cost and time required to design a logo is demotivating.
At this point, your offer is currently in the limelight and it is up to your prospect to make the call you want to hear.
Finally, you can announce your long-awaited solution to your curious prospect!
Start answering the questions like, “What can your solution do?” and “What can it solve?”
Over here we have solution announced. I’ve introduced it by describing how this is the all in one solution to creating professional-level marketing materials likes logos, cover, avatar characters and so much more.
Don’t stop there. You must provide the various features and benefits your solution possesses. If you have more than one component to your solution, show them by sections.
Then here are the benefits of the solution.
If your benefits contain outcome effect words such as, ‘$10,352.49 in 72 hours’, ‘38,328 unique visitors in 30 days’ and ‘twice the power’, to name a few, it is advisable to bold and changes its font color to yellow to give those words more emphasis. These are what I called the ‘Benefit Words.’
You have finally revealed your solutions and all the amazing features and benefits. Now is the time to handle some objections. One thing to take note of, there’s always doubters amongst your many prospects.
Naturally, skepticism strikes them. They are having trouble trying to part ways with their money over your solution.
To curb this, find out the top 10 or 20 questions you think your customers will normally ask. We call this the F.A.Q or ‘Frequently Asked Questions’.
Write those questions down, and start answering them. Pick 3 to 5 top frequently asked questions, answered by you and put them right after your solution.
To add a more grounded assurance, include in testimonials from your past and active customers who’ve used your products before. It can be either a social network post, or even better, a video testimonial.
Don’t forget the ‘Money Back Guarantee’ options. Remember, not everyone is keen on buying things online. Scammers are everywhere.
Plus, if the product doesn’t work the way your customer wants it too, they will want a refund. This is how you would want to convince your customers that you are without any ill intention.
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Call To Action
Putting objections aside, it is time to venture to the most crucial part of your sales letter – your ‘Call to Action’!
Have you ever noticed how every sales letter will only reveal their price towards the end? What’s more, how come most online products are priced with the number 7 for the end digit?
Although this is true for most informational products, but you don’t actually have to follow this rule.
You see, once your prospect is exposed to the price, you need him to click the button now, not later. You must show him the future he would have with and without owning your product.
What will happen if he buys it today? What happens if he doesn’t? To bait him even further, adding bonuses would be the best option.
P.S. (Post Script)
Finally, you need to create your very own Post Script or P.S. This section is the second most viewed part within a sales letter. This is because most viewers are page ‘scrollers’.
The only thing that attracts them would be the headline, and curiosity drives them down until they meet the end of your sales letter, the P.S or post script. Like Headline and Introduction, you need to spend most of your effort in here. This is where you will make your final stand.
Your offer must be summed up in 2 or 3 lines. Remind them about your Money Back Guarantee section and Bonuses. You can even share an extended version of your testimonials.
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Sales Letter Tips And Tricks
Keep in mind that lengthy sales letters may not necessarily be read. However, you can tackle this problem by sending a clear and concise message within the sales letter.
It is not about how many words you write in the sales letter; it’s about how you sell. Technically speaking it’s about perspective.
The higher you price your product, the more convincing you will need your sales letter to be. Shorter sales letter tend to name their product at a lower price.
If you truly need to make your sales letter long, consider making a sales video. There is a high chance that you won’t be able to write down every word that you want in a sales letter. Curb that by making a sales video with an 80% similarity of your sales letter instead.
There is no limit to how long you want it to be. It can be 8 minutes, 15 minutes or even as long as 40 minutes; if it sells, it doesn’t matter.