If you answered “yes”… then there’s work to be done.
You see, great sales letters overcome the prospect’s objections (or buyer’s resistance).
So, if sales aren’t pouring in, your sales letter is missing something.
So what’s the solution?
Better use of research (you did your research, right?).
So, grab your research notes and answer the 5 questions below. Note how they’re all from the perspective of the prospect (that’s key).
Get the answers. Pre-empt the objections. Edit your sales letter… and make more money.
Here are the 5 questions:
1. What’s in it for me?
Get into the mind of your potential customers.
This is all they care about when reading your sales letter.
Any good book on sales will begin with this question. And it’s the reason that customers buy (to get a specific result or solution).
So how can you apply this rule to your sales letter?
Well, if your sales letter (and specifically the headline) doesn’t immediately grab the reader’s attention and answer this question (or hint at it) then they’ll leave.
2. How will I benefit?
What do your readers want more than anything?
More money? To lose weight? To save time? To save money? To gain recognition?
And never forget… there are also things they want to avoid.
What are they?
Look at your research to discover what your market wants to gain and avoid. Now you can develop your message.
Get clear on who your buyer is and write directly to that person.
In other words, know who wants your product or service. For example, if you have a revolutionary new golf driver, don’t market to golfers in general. Instead, target golf fanatics who want to add another 20 yards to their drive (these people do exist).
Be very specific.
3. How is your product different?
What makes your product different from the competition?
Name the thing that buyers can only get from you.
Get clear on this and focus on the benefits it brings to your customers.
If you don’t know, then compare the other products in your market. Find what’s unique and highlight these benefits.
4. Why should I trust you?
This can be done in many ways. Stories, stats, testimonials, screenshots and so on.
Here’s your chance to build up credibility. Figure out what your best proof element is, and make it part of your sales letter.
Put yourself in the shoes of your readers and get clear on what their objections are.
Once you know, it’s just a matter of answering them.
5. Why should I act now?
Most people delay their decision to buy.
So, you need to give them a reason to act now. The classic is the special offer, but you don’t need to lower your price.
If your offer is good, the copy should be compelling enough. Remind your reader what they’ll gain now, as well as what they’ll lose by delaying (e.g. frustrations, lost revenue, poor health).
Will the price increase later? Tell them (urgency).
Just make sure that your reason is credible, and stick to your promise (actually increase your price later).
In summary, answer the 5 questions above, and edit your sales letter to reflect the answers.
It shows prospects that you know what their problems are, and you have the solution.
Doing this will lead to higher conversion rates, more sales and repeat customers.