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 in to the mind of your potential customers.
This is all they care about when they read 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? A lean body? To be better looking? To save money? To gain recognition?
And never forget… there are things they want to avoid, too.
What are they?
Look at your research. Know what your market wants to gain. And avoid. Now you can develop your message.
Get clear on who your target buyer is. Now target that person directly.
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 know how it benefits 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. Get clear on what the 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 will increase later? Tell them (urgency).
Just make sure that your reason is credible, and stick to your promise (actually increase your price later).
Answer the questions above, and edit your sales letter.
It shows prospects that you know what their problems are, and you have the solution.
Doing this is the path to better conversions, more sales and repeat customers.