Sales Letter Formula
Writing a sales letter can be tricky, but if you get it right, can be an essential tool in your marketing efforts. Below, I have identified 21 top tips in writing a successful sales letter. Alongside each tip is an example from the broken down sales letter sent to us from Experience Circle, one of Keap's, and our, clients.
1. Call Out To Your Audience
It's important you let the reader know they’re in the right place. You can either use their name or call them out indirectly (e.g. Attention All UK Plumbers!) You can also use images and terminology that your reader will relate to.
In this sales letter we actually used the readers first name at the start of the letter. This is a great way to start your letter - because they'll think it's written just for them!
2. Get Their Attention
You need to grab the attention of your potential customer and get them to start reading. Make sure the top of your letter is going to grab the reader’s attention and make them want to read on – or your sales letters going straight in the bin!The best way to do this is to use shocking or intriguing headlines and images.
3. Quick Explanation
It’s important to back-up your headline with a quick explanation.
Tell them why you’re writing to them and how you’re going to help in just a 1-2 sentences.
This is where you make your reader understand/remember the problem they are/will experience without your product or service.
This is important to frame your solution (your product/service) better.
This is where you first introduce your product/service – the solution to the problem we have got the reader thinking about. Focus on the key features.
Here we should re-cap the issues and pain that the reader is/will experience without your solution.
A personal story – something your reader can relate to – is great here.
7. Ease Of Use
We are starting to bring out the benefits of your product/service now.
Elaborate on how easy and simple it is to use your product /service – especially compared to others on the market.
People love instant gratification – or the next best thing!
So show how quickly they will be able to see the benefits of your product /service. Some real life examples and customer testimonials are great here.
This is a really powerful tool if done correctly. Paint a picture of how the reader’s life will change as a result of your offering.
This isn’t just about the lack of pain, but the benefits your product/service offers their life as a whole.The more personal you can make this the better.
What gives you the right to tell the reader that they need your product/service?
It’s import to frame yourself as someone who knows what they’re talking about. Any awards you’ve won or certifications go in this section along with any suitable pictures.
Now we get into the nitty gritty. This is where you list all the benefits of your product/service.
Make sure you focus on the benefits your offering brings – not the features.
Again, try to focus more on the personal benefits such as time with the family and the readers dreams etc.
12. Social Proof
We need to prove that your offering does what it claims to do.
The best way to do this and blow away any doubt in your reader’s mind is to use ‘As Seen On…’references and as many customer testimonials as you can.
Testimonials are key here - so make sure you include plenty of detailed ones which include thecustomers name and a picture if possible.
13. Make Your Offer
You’ve introduced your product/service; you’ve even detailed the benefits. Now it’s time to make the offer.
What is the reader actually going to receive?
What are the details of the core offering?
This is an important part of your letter so feel free to use bigger and bolder text.
Everyone loves a bonus - so seal the deal by adding bonuses to your offer. Whether it’s an extra product for free, free delivery, a bonus gift or experience – your bonuses should compliment the core offer.
Bonuses can work well to encourage fast action (e.g. the first 20 people to act will get these 4 bonuses!)
15. Build Value
This is where we pre-frame the reader for the price reveal.
The key here is to show such a huge amount of value that the price becomes a no-brainer.
Recommended Retail Prices for your product/service are useful here as well as explaining how much all your bonuses would cost on their own.
If you’ve done your job right the reader should be excitedly searching for the price and ready to buy.
Don’t write the price in a large font so that it’s easily spotted (we don’t want the reader to flick through and be put off by price before reading the letter).
Keep it simple and be honest – include any extra charges and taxes.
The key with sales letters is to get the reader to buy NOW. To encourage them we like to use scarcity.
The most effective way to do this is to only offer a limited number of your offering (e.g. only 100 available) or to include a deadline, after which the offer no longer stands.
The best deadlines are not too far away, but still give you the chance to follow up with the reader.
By offering a guarantee we remove all hesitation and remove all the risk the reader may be concerned about. (e.g. Our 12 Month No Questions Asked 100% Money Back Guarantee) who can argue with that!
The best guarantees are 100% money back - it removes all the risk from the reader’s mind and removes a lot of barriers to purchase.
When we were selling our 'My Mag' product we offered a 'Better Than Money Back' guarantee. We offered an extra £250 on top of the money you'd spent. This meant the worst case scenario for the reader is they MAKE money! This is a powerful tool which can bring in lots of sales otherwise missed. But make sure your product/service is as good as you say it is.
This is one of the most important areas of your sales letter. It’s critical that you tell the reader what you want them to do.
The key here is to be specific e.g. not just “give me a call” but “pick up the phone and give me a call on 0121 765 5551”. Make sure your call to action is clear, concise and simple!
It's also a good idea to offer multiple ways for the reader to contact you. We like to offer an online and an offline option.
The final part of your sales letter should remind the reader of the benefits, the bonuses, the great value and most importantly emphasise the scarcity you’ve put in place.
(e.g. Remember: you only have 6 days before this offer disappears forever!)
In this sales letter, the reader is reminded of the scarcity and the fact only 200 people can benefit from this offer - it's a great way to nudge them to take action. This is done through a PS system, to draw attention as it is uncommon on professional letters. Eye catching and out of the ordinary works!
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