Good sales letters can make a significant difference in your overall sales results. Here are three steps to make your sales letters much more effective:
1. Get buy-in first, then follow with your strongest benefits
A good sales letter starts by telling a brief story, or describing a problem that the prospective customer faces today. This sets the stage for a new customer to mentally say "Yes, I have that problem, too." From there, a new product, service, or idea is introduced which solved the problem for the author of the sales letter, which can create some doubt in the mind of the prospective customer (but still causes a tentative "Yes" to be given). So, one way to resolve these doubts is to follow with strong benefits of the product or service, which have the most appeal to the widest group of prospective customers possible. The reason for this is that if a prospective customer says "Yes," (a third time) after reading the benefit, then they may skip ahead through the rest of the sales letter to find out how to buy (or subscribe, etc.). But if they say "No," they will keep reading benefit statements, so the second strongest benefit should then follow, then the third, and so on. By doing so, your product or service has the best chance of winning approval.
2. Include testimonials, or other proof of results
Outside testimonials provide verification from other people, so that the prospective new customer realizes that they are not the first ones to try the new product or service. Similarly, if you have other proof from experts who can confirm the benefits of a new product or service, this can remove many doubts in the minds of prospective customers. If you can include an actual demo video or other example of the product or service in use, then so much the better. Customers who view these will feel like they have an excellent idea of what you offer, which removes much doubt and makes them more likely to take action.
3. Always end with a strong call-to-action
This is without question the single most important part of any sales letter. Without a good call-to-action, the sales letter recipient has no idea what action to take next. If you expect a prospective customer to place an order, do you have several methods by which they can do so (in case one is not available to them)? If you instead want their contact information so you can follow-up with them at a later date and time, have you made it easy for them to get this information to you? Do you prospective customers receive something valuable in exchange for sharing this information with you? Your call-to-action should clearly and compellingly explain what the next step is, so your customers do not have to make any guesses about it.
So, when you get buy-in from customers, include testimonials and other proof, and end your sales letter with a powerful call-to-action, it is more likely that your prospective customers will act in your favor, leading to better sales results.
