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Start your tab scroller page with a compelling headline its your most important element. Add a strong secondary header to amplify your point and give that headline an additional push. Optional: Use a compelling image here to create immediate trust and rapport. Scroll down to the section below on images for more ideas. Then start your sales letter by launching immediately into a mesmerizing premise, right after the secondary headline. Remember: the job of the headline is to get the reader to read the next line. The job of the second header is to get your reader to read the first line of your premise.
Every word of your sales letter, for the first half-page or so, is designed purely to get the reader to keep reading. Everything else is secondary.
Once the readers attention of fully engaged, you can start selling not before. The premise lets your reader know shes in the right place. She immediately grasps that this letter is about a problem that bothers her or that somehow makes her life better in a way that she cares about. The same product could be marketed with dozens, or even hundreds, of different premises. Some will be wildly successful, and some will be duds. If your premise doesnt make a connection with your buyer, none of the rest of this will work. If you dont have a strong premise yet, or if you want to strengthen the ideas you already have, take a look at the Landing Page Assistant tutorial on creating an irresistible premise. [the copy below goes into a second tab — use the “Add Another Tab” button to your right]
Identify the connection between you and the buyer
Unless your reader knows you extremely well (for example youve already created a strong connection with a blog, email newsletter, strong social media presence, or youre already a celebrity in your field), youll want to take some time here to make the connection between you and your reader. Show the reader that shes a lot like you. In a brief but compelling way, let her know that youve struggled with her problems, youve shared her frustrations, and youve found a solution that made your life much better. (Later youll describe that solution your offer in more detail. Just hint at it for now.) This is an excellent place to put a photo of yourself. (Two other good spots are right at the top right of the sales letter, and at the very end with your P.S.) If you want to know more about this, take a look at the Landing Page Assistant tutorial on Identify the Buyer Connection. [the copy below goes into a third tab — use the “Add Another Tab” button to your right]
What Ive got for you
Heres where you describe what youre going to deliver with your offer. Remember too that you need to focus on benefits, not just features. Do include features that are relevant to your buyer, but be sure theyre always paired with benefits. Use fascinating bullet points theyre more scannable. You may want to boldface certain elements to make the content even more scannable. Heres an example:
Each week youll get at least one MP3 audio lesson and a Next Action worksheet . The audio gives you a core concept or how to that youll need to create your marketing plan, and the worksheet gets you out of theory and into doing something .
. The audio gives you a core concept or how to that youll need to create your marketing plan, and the worksheet gets you out of theory and into . There will also be a complete transcript , if audios not your favorite way to learn. These are also great for review, since you can skim them quickly to find the point you want.
, if audios not your favorite way to learn. These are also great for review, since you can skim them quickly to find the point you want. When the topic calls for it, Ill tap some friends on the shoulder and get great guest interviews for you, so you can get a really well-rounded view of the subject were covering. Well transcribe these as well.
for you, so you can get a really well-rounded view of the subject were covering. Well transcribe these as well. Well have regular Q&A calls so we can dig into the issues facing your project and clarify anything that might not be completely clear to you.
so we can dig into the issues facing your project and clarify anything that might not be completely clear to you. And youll have access to a tight-knit online community of fellow members, to brainstorm solutions, trade advice and experience, find potential partners, and get personalized advice from me. No matter whats got you stuck, the community and I are here to get you rolling again.
A weak offer will kill your sales, so make sure youre offering something people really want. If youre not sure you have a great offer, take a look at the Landing Page Assistant tutorial on How to Put Together an Offer They Cant Resist. Optional: Put an Add to Cart button here.
Testimonial
This is a good spot for an initial testimonial.
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Pull out a particularly juicy benefit
Select one benefit you think will nudge the reader off the fence and into becoming a buyer. Describe that benefit here.
Testimonial
This is a good spot for a testimonial. Make it one that tells a story about the juicy benefit you just highlighted.
More detailed description of the offer
This section is optional; it depends on how complex your offer is. If your product is relatively expensive and your reader needs quite a bit of detailed information before she can make the decision to buy, this is where you put it. Remember to keep it scannable! Use subheads, short paragraphs, and fascinating bullet points to describe your offer in detail.
PART ONE OF THE OFFER
Description
Fascinating Bullet
Fascinating Bullet
Fascinating Bullet
PART TWO OF THE OFFER
Description
Fascinating Bullet
Fascinating Bullet
Fascinating Bullet
PART THREE OF THE OFFER
Description
Fascinating Bullet
Fascinating Bullet
Fascinating Bullet
Dont be worried if this section is long. (It could go much longer than three parts!) The more fascinations you load in, the more compelling it is to your buyers. Optional: Put an Add to Cart button here.
Testimonial
This is a good spot for a testimonial. As always, try to tie it into the section that went immediately before.
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Objections
Objections are all the reasons your prospect might notbuy. She might feel the price is too high. (In which case you need to build the value of what youve got.) She might be concerned that the product wont work the way youve said it will. She might be afraid she will feel foolish for buying the product, and may feel she needs justification for her family or friends. Each objection should have its own subheader and its own section. After youve addressed each objection, you may want to include a testimonial that speaks to that objection.
Testimonial
This is a good spot for a testimonial. Make this a testimonial that addresses the objection youve just talked about. You can include testimonials that address each objection if you like.
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Call to action
Call to action
Now youre ready to ask the reader to do something. This is your call to action (often abbreviated by copywriters as your CTA. Your CTA needs to be extremely specific and extremely clear. It should be so specific and clear, in fact, that you almost feel its too obvious. Trust us, your prospect wont find it so. Its hard to believe that prospects will buy more of your product or service if you actually use language like Click here or Dial 1-800-BUY-ME-NOW but they will. Your CTA section is where you get to price what you need from your buyer in order to deliver the benefits youve promised above. Start by briefly restating your offer. Restate your key benefits as bullet points. Then give the price. Contrast the price with the greater value of what youre offering. Explain any pricing plans you may have. For more expensive products, the option to break the purchase into multiple payments can significantly improve your results. Put an Add to Cart button here.
Risk reversal
Right now, the right buyer will want to click your Add to Cartbutton. But she may have some lingering doubts. Shes worried about taking a risk with your product and its your job to reverse that risk, to take any risk on yourself. The usual way to do this is with a money-back guarantee. There are some products or services (often those that involve an investment of time on your part) that you cant offer a guarantee with. In that case, get creative here about what you can do to lessen the risk on the part of your customer. A money back guarantee graphic works well here. (You can find some great ones in the graphic library.)
Testimonial
This is a good spot for a testimonial. Make this testimonial one that reassures the reader and reduces her feeling of risk.
P.S.
The P.S. is the third most-read element of your sales letter, after the headline and image captions. So this is where you should restate your most important sales elements. That often means restating the most important benefit, restating the call to action, and restating the risk reversal. Be as brief as you can, but make sure its clear.
Additional points
Here are some additional things to keep in mind as you create your letter.
If the headline isnt right, the letter wont work
Youve probably heard this advice before. If your headline doesnt pull the readers attention in, then the reader (or viewer) never gets the chance to read the rest of your great sales copy. Thats why many successful copywriters spend as much as half of their time brainstorming headlines. Write 25-50 headlines. If you can, rest your mind for a day and then write 25 more headlines. One or two will jump out at you. Those are the ones you should split test. The right headline can double or triple the response to your sales letter. And the wrong letter can kill your project before you begin. Theres a great webinar with Jeff Sexton and Brian Clark in the member content area about how to create better headlines.
Make it scannable
As you work through your sales letter (whether its long or short), you must keep your copy scannable. That means that the reader can quickly skim the content and answer the question, Is this something Im interested in? The right prospect will then go back and read more carefully before making that final buying decision. When your sales letter is complete, check the dual readership path. Does a skimming reader pick up your most important points?
A word about images
Images arent decoration for your copy they convey critical information. Some important images for sales letters include:
A photo of you that lets the reader see that youre a real human being. Test different types of photo. More casual snapshot images often work better than posed studio shots, but dont make it so casual that you look sloppy.
Money back guarantee images and images that reverse risk.
Images as bullet points, which can pull attention to the most important elements in your copy.
Attention-focusing images (like handwritten stars or arrows) can be very effective to pull attention to key points of your copy.
A product image. (Unlike your individual photo, this needs to be professional-quality. Lousy product images will depress sales.) If your product is purely digital, a virtual box cover image is often effective.
Whenever practical, include captions on your images. Captions are some of the most-read elements of a sales page. The caption should state an important benefit of what youre offering. You dont need to include all of these images, just the ones that are relevant for your buyer and product.
A word about testimonials
Some people think testimonials are overdone or that readers dont trust them anymore. But thats not supported by the evidence. Social proof is still one of the most important drivers of human behavior. As long as people look to others to validate their choices, well want to include testimonials in our sales material. Set testimonials off with special formatting so the reader can both find them easily and skip over them to your next sales point.
You are not your customer
Always remember that, while you may have a lot in common with your customer, the sales letter is for them, not for you! Just because you dont believe testimonials, dont care about money-back-guarantees, or think strong headlines are a gimmick, that has nothing to do with what your buyer needs to make that decision to choose your product over another option. When in doubt, split test two versions: The one you think is best, and the tried and true copywriting advice version. The only right answer is the one that the market responds to.’
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