Writing a sales letter can be difficult if you’ve never done it before. Some have even tried and just not gotten the results they wanted. Copywriters are faced with this challenge every day. There are “secret” formulas for writing convincing letters. Here is one such formula in five steps. This works for almost any length of marketing letter, you just have to know when enough is enough. So here we go… |
The first step is research. You may already have a general idea of your customer base, but you can’t hit the bullseye without knowing exactly where your target is. Identify your ideal customer’s problems. Know exactly what keeps them up at night. Focus on the problems your product or service solves. Even if you identify more than one issue, it’s best to stick to one point in each letter.
The next step is to remind your prospects how this problem affects them. You need to stress the importance of the problem and get them to believe they need a solution now. I don’t always recommend it, but here is a good place to use fear or greed arguments to maximum effect.
Right after convincing them of the need propose a solution. The solution is you! It’s your product, your service, your expertise. Don’t wait or beat around the bush to give them a way to end their pain. People don’t like being reminded of their problems and if you hesitate they may look elsewhere for a solution. Be specific on how you fix their problem.
Here is where the persuasion principles you know come in. You need to prove to them your solution works.
Here’s three types of persuasion techniques you can use:
Social proof = Phrases like “fastest growing” or “best selling” show people that if your product is good enough for others it should be good for them too.
Liking principle = People buy from those they like. If you’re using social media to advertise just having a picture of yourself dressed how they dress can create that goodwill. Using similar language to what they are used to is another.
Loss aversion/scarcity = People are more motivated when there is a chance of losing something or the item is hard to get – rare. Limited time offers and one-time-only deals can be that incentive. So you already have emotional acceptance of your product, now is the time for a logical one. People like to think they make rational decisions (most don’t). Give them facts about your service. What does it cost, what is your guarantee, when will it get delivered, etc…?
Here the most important step, and it’s one many people forget. Ask for the order. That’s right, people will do all that research and writing and then forget to tell prospects how to go for it. By this time they have already decided to buy. Just the fact they’re still reading means that. So be frank about what to do next. Whether it’s calling a telephone number, visiting a certain website, or going to your store, make it easy to comply. Leave no doubt about what to do next.
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