April 18

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Get More Conversion from Your Sales Letter

By David Holland

April 18, 2017


Get More Conversion from Your Sales Letter

Whether your sales letter is physical or an e-mail, it has to standout. Businesses whether large or intermediate sized do not have much time to read specific letters that they don’t expect. In between their daily grind and internal operations, they don’t have much time for reading.

As for your sales letter, you have to keep in mind that your end goal is to be read. Know that there are three types of readers out there: a skim-reader, a true reader and a devil-may-care who will not give a second look to your writing specially if it does not benefit him.

The bottom line is to get these three reading until they do the action you require. These readers must be addressed strategically.

Here’s a quick fact. All of us are skimmers. We skim to see if what we’re reading is something that is interesting to us, to see if it matters, what hits over our head and what’s easy and enticing to our eyeballs.

So when crafting your sales letter, it has to be easy-on-the-eyes. Your focus is to highlight portions that the eyes should see. For example, the basic is you want your sales letter to be benefit-oriented. With this, you can highlight the benefits of your accounting services through bullet points or by bolding the text.

The elements focused and love by the eyes

  • Colors,background colors and shading
  • Capitalization, headlines
  • Bold, italic, underlines
  • Font sizes, circles and boxes

From the very beginning of your letter, it has to immediately build rapport with the reader. Think of what interest them in a favorable fashion that attracts them to read the next lines. As you go on with your letter body, give compelling reasons right away. Depending on your strategy, you can inject scarcity. It could be time-limited offer or an incentive.

Make use of a Johnson Box. A Johnson Box is simply a box, with a short message with points emphasizing your highlights.  The border should be strong, with solid lines to make it different from the other elements on the page.

Common uses of a Johnson box:

  • call-to-action
  • guarantees
  • buenos services
  • testimonials
  • social proof

Think of what a skim-reader would like to see. Your letter has to be straightforward. It’s all about phrasing. Look for phrases in your sales copy that any of these three reader types are likely to see. Highlight these phrases by bolding, underline, italicize or using strategic colours.

Sign off with your name and your title on your firm. On your postscript (PS), you can repeat the main points of your offer. Of course, craft actionable call-to-actions.

Before anything else, make sure you pre-built a solid sales funnel for your leads. Your funnel should have follow-up strategies that work to nurture and continuously build better relationship until you bring that client into your doorstep.

To optimize efficacy of your sales letter, make use of a powerful automation software like Infusionsoft. With an automation software, you can automatically follow-up on your prospect and continue nurturing them through streamlined follow-up strategies that are targeted and personalized.

David Holland

About the author

Nice bloke with practical ideas. Former Procter & Gamble, Kraft and IBM sales and marketing executive. Became a business owner 20 years ago. Started multiple businesses including EXELA which is the most successful Keap® & Infusionsoft™ reseller in the EMEA region.

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