The Winning Sales Letter Formula
If you've been selling on the web for a while, or "trying" to sell on the web you already realized that your direct response sales copy is the determining factor to whether you make a sale or not.
With all the information out there, whether FREE or paid I still see people breaking the copywriting rules, and possibly breaking their bank. Listen, there are rules you need to follow to create a successful sales letter. The age old formula A.I.D.A has been around for over a hundred years and is the outline for all successful copy. Stick to it or don't start writing.
A.I.D.A. - Attention, Interest, Desire, Action
Attention - Your Headline and Subheadline must grab the visitors attention. I also use a header graphic. If you can't make a header graphic pay someone to or simply leave it out. If it's ugly you just lost a sale by looking cheap and unprofessional. How's your headline? Does it compell? Does it tell your main benefit and what your visitor will get with your product?
Don't overlook the most used type of headline. The "How-To." I've recently come back to using the "How To" headline with incredible success. It actually increase the response rate on one of my websites over 5%. (and I thought my 1% response rate was ok with a $67 product).
Remember when using a How To headline you need to include the main benefit of your product/service.
Here are a few examples...
"How To Lose 34 Pounds In The Next 30-days GUARANTEED!"
"How To Eliminate Bad Credit"
"How To Win Friends and Influence People"
Interest - Interest is needed to keep the prospect reading. Your first few paragraphs must be interesting. Whether you tell a story, talk about a problem your reader is having or making a bold promise. Interest needs to be maintained throughout the entire sales letter, if you can't keep it interesting, cut it out. It's better to have a shorter sales letter that's interesting that a long one that's boring. If you can keep it interesting longer, the better off you are.
If you're going to be asking questions in your sales copy make sure that you are asking "YES!" questions. What I mean is, any question you ask should get a YES! response in the prospects mind. Here are a few examples:
1. Could you get excited about??
2. Can you see the value of??
3. Do you see the benefit in??
4. Are you looking forward to??
5. Doesn?t it make sense to??
Using action verbs and getting the reader excited will maintain their interest as long as they are interested in what you are offering. Words like "Discover, Unleash, Transform, Turn, Create and Explode" are good examples of action verbs.
Bulleted lists are a good way to maintain attention because people will scan them quickly and find what interests them. Use action verbs as the sentence starters for your bulleted lists.
Desire - Creating desire is usually done with adding bonuses and a bold guarantee. Your bonuses should outprice your product at least 2:1. However, desire should start in your sales letter with promises or guarantees.
Action - You need to tell the prospect what to do. Do you want them to "Order NOW!" or "Click Here To Signup for your free copy of the gazzete Newsletter!"
You need to remind yourself that a majority of your audience may not know what to do.
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