Previously, I gave you an overview of one of the most powerful tools in your business – a sales letter. And I showed you how to implement it in your marketing and sales systems so you can start converting prospects into paying customers or clients, without having to give a sales presentation each and every time.
However, no matter how good you think your sales letter might be, it's worthless if no one reads it. And in this day and age, getting people to do that can be very challenging.
The fact of the matter is, your prospects are busy. They will most likely be coming across your sales message while in the middle of doing another task – errands, working, or checking email. And they won't think they have the time to read it.
However, if your sales letter is engaging, you can grab their attention and get them to read all the way through no matter what else is going on in their life. All it takes is using a few tried-and-true techniques from legendary copywriters.
That's why today I'll be showing you the five key elements to creating sales letters your prospects won't be able to put down. So you start generating more sales than ever before.
You'll discover the secret to making your message “inherently valuable…”
Why having a “golden thread” will keep them reading all the way until the end…
And how you can accommodate the two kinds of readers you're guaranteed to come across.
Create Your Sales Story
Have you ever experienced what your prospects are going through in your personal life?
Often, Expertpreneurs® start their businesses because they've gone through a dark time, had a life-changing epiphany, found the “light at the end of the tunnel” success, and now feel the urge to share their experience with others. They understand these challenges and want to help others overcome them.
Well, a fantastic way to immediately grab your prospects and connect with them on an emotional level is to share your “sales story.” Your similar path of frustration and discovery, and how you rose above it to experience success.
When people are suffering, they look to others who can understand their pain on a personal level. If they feel they can relate to you, they let down their defenses.
And when they see just how far you've come since then, they'll want to know how you did it.
Of course, your story doesn't just have to be shared experiences. You can also talk about shared goals, like in fitness, or a shared worldview. Perhaps you and your prospect see eye-to-eye on how the world should be and your business is geared towards that.
A great example of a marketer who uses shared worldview in sales messaging is Ryan Eliason, who helps charitable types create successful businesses while “serving humanity.” In all of his messaging, he shares his personal transformation from poor volunteer into successful charitable business owner. And also promotes his viewpoint that people who are committed to making the world a better place should be compensated well.
As you can imagine, this hits close to home with his audience.
The point is, when you can immediately grab your reader at that personal, emotional level, you'll be more likely to keep them invested in what you are saying for the long haul. And the next key element will guarantee they get a return on that investment.
Provide Inherent Value
One of the best ways to get your messages read is to provide a lot of value. And what better way to provide value is there than sharing actionable information they can immediately use?
By now, you understand how important education-based marketing is. It allows you to showcase your expertise to your prospects while building their trust. Ultimately getting them to the point where they want to spend money with you.
Well, think about how much that could impact your sales if you incorporated that same level of education in your actual sales letters?
It's fair to assume that no one really wants to read an ad. Listening to a business owner go on and on about themselves and their product can be pretty awful. People even get annoyed watching commercials, despite them being entertaining, at the very least.
However, if that same “ad” has a lot of value and can actually help you start down the path of getting from where you are to where you want to be, wouldn't you be more inclined to read it? And beyond that, wouldn't you respect and appreciate that business owner even more?
Think about it: if your prospect reads your sales letter but doesn't buy, they would at least walk away knowing something they didn't know before. This builds a relationship that will make them more inclined to spend money with you down the road.
So, when developing your sales letter, think about how you can tie in useful intelligence they can immediately implement. It will make them more likely to get through the letter and potentially buy your product.
Go In With a Big Idea
The third “must-have” element to guarantee your prospects read your sales messages is having a “big idea.”
Simply put, the big idea is the big pain point or desire tied to your product. It should answer the question that every prospect is asking themselves when they pick up your message, “What's in it for me?”
If you have a powerful big idea, it will immediately grab their attention and get them thinking “Oh my gosh, this is me! That's my problem and I absolutely need a solution!”
The fact is, you already know your market inside-and-out. You've done extensive prospect research to understand their deepest fears, frustrations, and problems as well as hopes, dreams, and aspirations. And you've developed an entire business around helping your prospects get from where they are to where they want to be.
So, for whatever product or service you're trying to sell, pick out the one, BIG pain point it addresses and make sure your entire message focuses on that one idea. And never stray from the point.
If you manage to do that and keep your sales message on that point, you've done 50% of the work already. Not bad, since you've set yourself up to potentially generate a huge volume of sales!
And with your powerful big Idea comes this next key element, which weaves your big pain point or desire through the entire piece. Guaranteeing your prospects stay engaged the whole time.
Weaving Your Golden Thread
Now that you've announced your big idea at the top, you need to support it with proof, stories, and further information. And in copywriting, we call that your golden thread.
To illustrate, take a moment to imagine your favorite piece in your wardrobe. Whoever sewed it had to be sure to weave the thread all the way throughout, or else the whole thing would fall apart.
If they got bored and decided to stop, went off in a different direction, or did anything but commit to the singular path, the piece would be ruined. And the same can be said about your sales message.
You want to keep your big idea in the forefront of your mind when writing at all times. Every single sentence must relate to and support it.
Honestly, the worst thing you can do in a sales message is go off on tangents. If you meander around and make different points all over the place, your reader will get lost and confused. And they'll quickly disengage from your piece.
So, when you finish your first draft, go back and read through it from your prospect's perspective. Think to yourself: does each point support the big idea? If one doesn't, cut it out – no matter how good you think it is.
If you can effectively create a golden thread in your messaging, you will have a punchy, powerful sales message that converts. And you'll start to see results.
Writing For Dual-Readership
Last, but certainly not least, is an element many marketers completely overlook. And that is creating a “dual-readership path.”
People like to consume messages in different ways. Some people like to sit down and read long messages, while others like to skim through and get to the point as fast as possible.
For the best results, you want to make your messaging accessible to both kinds of readers. And the simplest way to do that is to use attention-getting subheads.
Subheads are basically short headlines breaking up the various ideas in your piece. Just like the ones I include in my blog posts.
When your busy prospects get your sales message, the first thing they're going to want to do is skim through to see if it's worth reading. If you have snappy, attention-grabbing subheads that convey the same story of your sales letter, they'll still get the gist of it.
Even better, they may be so intrigued by one of your subheads, they'll read the section underneath to see what you're talking about. Getting them sucked into your letter and setting them up for a purchase.
So, your best bet is to include a subhead every four or five paragraphs and put them in bold. And be sure to use controversy, contrarian ideas, and intrigue for the greatest chance of pulling “skimmers” back into your piece. You'll be glad you did.
Get Your Messages Read Today
Whether you already are using sales messages or are starting from scratch, see how you can improve them with these five key conversion elements.
Ask yourself: Do you have a compelling sales story to share? How can you make your messaging inherently valuable? What's your big idea? Have you weaved it through the entire piece? And is your piece engaging enough for both leisurely readers and “skimmers?”
Ultimately, using these techniques will get your prospects emotionally involved in your messaging. They'll start to believe over time that you are the key to their success. And they'll be ready to buy whatever you're offering.
You'll start to see results like never before – higher conversions, bigger profits, and a more loyal following. So why not get started today?
And be sure to tune in for part three of this blog post series on “making the sale.” I'll show you the secrets to practically guaranteeing sales from those who make it to the end of your sales letters. Stay tuned!