Do not leave this page!
You will only see this ONE TIME, so read every last word of it... |
An
attention getting
pre-headline works well here
to setup your main headline. Just a couple of
lines - no more than half-way across...
"Your
Benefit Oriented Main Headline
Goes Here. Capitalize Each Word, and Maybe
Put It In Quotes"
Use a few sub-headlines to stress the
benefits of your offer
Use a few sub-headlines to stress the
benefits of your offer
No thanks. Just send me to my download.
Dear Friend: (or targeted salutation)
Your opening paragraph needs to draw the reader into your page and hold their interest. You could tell them the two or three major benefits they receive from reading this letter, or you could state a little know fact or ask a question that creates curiosity as to what you're about to reveal to them.
Hi, my name is Firstname Lastname.
[ Introduce yourself. What's your background and expertise? Why should they listen to you? Try to create credibility and establish yourself as an expert in this topic - but keep it to just a few short paragraphs]
Show Empathy - Identify With Their Problem
Here, let your reader know that you understand their problem and how it feels to have that problem, or to want to achieve a particular goal. Build empathy with them by relating exactly how it feels to have that problem, or to want that goal.
Don't just tell them you understand - show them by describing their actual feelings!
Emphasize that their problem could get a lot worse, or how
their
frustration will build if they don't do something about it. Paint an
ugly picture.
Introduce Possible Solutions (Especially Yours)
You can provide just one solution (yours), or provide them a few solutions and then do a comparison and show why
yours is the best solution.
Make sure your reader understands that your solution is a quick and easy way to end their
"pain" and frustration or to reach their goal.
Introduce Examples
(i.e. a Demo,
Or Describe A Case Study)
Nothing sells like a little "hands-on".
This can be a demo of your product, or just a case study of how someone else
has used your product.
Give your visitor an example of one of the techniques
you reveal in your offer. Stress how easy it is to implement the
technique as well as the benefit your visitor will receive from using it.
One way to illustrate how easy your product is to use is to create a video
showing how it works. It'll remove some doubt about their own ability
to benefit from your offer.
Another great way to give an example of your product in use is to tell a success
story about one of your customers who used your
product or service and how they benefited.
Introduce All The Benefits
Really pile it on. After the headline, this is the most important section. Use bullets, bolding, and italics to make this section stand out. You want to make sure that even the "skimmers" will see this section and pause to read it.
This is a list of the features. Focus on the end results your customer receives from your product or service. These are the real benefits
Benefits are the positive results your customer receives - keep in mind that your customer wants to know "What's in it for ME?"
Features are the characteristics and specifications of your product or service - they don't belong here
To help you come up with benefits, start off by listing all the features of your product
Then come up with the resulting positive benefit that your customer gets from that feature
The best way to see how to do this is to look at salesletters others have written, that you know to have been successful. Maybe a sales letter that convinced you to buy something
Once you've defined your benefits, just list them in your salesletter using Bullets like this
Alternating the font settings in your bullet items gives a little visual relief. Always end your list with the next bullet - in bold font
And much, much more!
Introduce Your
Testimonials
Here's What Others Have To
Say...
"Quote an important
point verbatim right from the testimonial"...
This section is commonly known as
"social proof". Your visitor wants some reassurance that what
you say is true. You can say it 'till you're blue in the face,
but that won't carry as much weight as someone else reaffirming what
you've said. "Again, use a snippet from the following testimonial"... T he 'horizontal line' (just above) works with the snippet from the testimonial to separate the testimonials from multiple people and to create a visual break between your testimonials.Before you 'launch' a new product, you may want to have a few people 'review' it for you and ask them for their comments. You can find these people from your own network of business associates, or just by asking on a popular forum. Then, once you have a few customers, contact them and ask them for their comments, too. Be sure to ask for permission to use them in your promotional materials. Personalize your testimonials as much as possible by publishing as much information as possible about the person providing the testimonial. Use their full name, city and state. If you can get it, you might want to ask them for a photo of themselves and include it (re-size any head-shots to a consistent size) at the top left of their testimonial. The more details you provide, the more credibility you will earn from your testimonials. |
Now It's Time for... Your Irresistible Offer
T
hey're primed and ready to hear your offer at this point. The sub-headline above needs to be your most powerful one (you want it to grab the attention of the "page skimmers").Give them pictures of the products,
full descriptions or benefit bullet lists
Once You've Made Your Offer Irresistible...
Answer
What's the catch?
In the last section you made an
offer so good, that only a fool would pass it up - so now you have to answer
this one last nagging question.
If your offer sounds too good to be
true, tell them why you can offer them such a great deal.
You're over-stocked and need to clear space for new inventory, your supplier gave you a great price and you're passing
the savings on to them, you worked a special deal with a supplier of
some of your bonus items, or because your product
is delivered as a digital download you have no printing costs to absorb ...
whatever the reason, tell them. Set their minds at ease.
T
ake Away Their Risk...If you've failed to achieve the
needed level of credibility in the sections above, now's the time to
overcome their last fear of purchasing.
You have to reverse the risk of the transaction by taking on all the risk
yourself.
Give your customer a...
100% money-back guarantee, with no questions asked, and for the longest period
possible. |
So promote your guarantee. Use a nice big graphic. Put the guarantee inside a box so no one can miss it. Make it an integral part of your offer.
Warning - It's In Limited
Supply...
Create Scarcity.
They'll Want It Even More.
If they're "on the fence", it's time to use another emotional trigger.
Fear of Loss!
Besides convincing those that are almost ready to bite... Scarcity will also convince your visitors to take action NOW rather than later. If you lose them NOW - you may never see them again. Life is too full of distractions, too many things competing for your visitors' attention.
Tell Them Exactly How To Order Now
Here's your primary "Call to Action".
It's the whole reason you created this page, so be bold - and be thorough. It's time to tell your
visitor exactly what to do and how to do it.
Explain precisely the how, what and when of placing an order.
They've decided to buy, and now it's your job to
make it easy for them to do just that.
Don't confuse them, and don't put
up any artificial barriers.
Take their payment in as many forms as you can. By cash, check, or credit card.
Allow payment over the internet, by phone, by fax, or even by mail.
Let them order however they want, but let them order.
If you accept payment over the internet, the payment button below is
often sufficient. If you also accept payment by other means, give
them a link to separate instruction pages for each method to explain to
them how to do that.
What
Happens
If They Don't Order Now?
Explain the Consequences
First, they're going to miss out on getting all the benefits that your product offers (detail the primary benefits again here). They'll still have their same problem to solve, and it'll probably only get worse.
In other words...
Remind them of their pain.
Then end on a positive note by giving them the way out with something like...
To receive = $sys_oto_name ?> for only = $sys_oto_price ?>, click this link right now.
If you want to bypass this special offer, just click the link below.
But remember: you won't get another chance to purchase = $sys_oto_name ?> again at this price!