Sales Letters & VSL’s Part 3 – Making the Sale

Every time you make a sale you're helping a new person experience the transformation of their dreams.

Whether it's overcoming their deepest fears and problems or realizing their hopes and aspirations, you're making a meaningful impact on their lives. Helping them get from where they are to where they want to be. All while creating the business you've always hoped for.

And over the last two weeks, I've shown you how effective sales letters can dramatically improve your bottom line. By implementing sales letters in your marketing and sales systems, you can bring in more clients and customers than ever before without having to be everywhere at once.

So, now that I've shown you the elements of a sales letter and how to get your prospects to read all the way through, it's time to make that sale. And, again, the best way to guarantee results is to incorporate tried-and-true copywriting principles.

That's why today I'm showing you three vital secrets to making the sale, and how you can inspire your prospects to “pull the trigger” with hardly any resistance.

You'll discover just how important “proof” is to your success…

Why you must avoid being “boring” at all costs…

And one powerful tactic you'd be silly to ignore from classic infomercials.

The Proof is in the Pudding

Chocolate swirlOne of your biggest jobs as an Expertpreneur® is to prove to your prospects that you're the real deal. Otherwise, why should they listen to you?

When you're marketing, you want to use education-based communications to showcase your expertise and help them overcome the big obstacles in their life. All so you get them to know, like, and trust you before they even read your sales letter.


Once they get to the letter itself, they'll still need convincing. By using techniques from last week's post, like providing “inherent value,” that offers proof of your expertise. Where you're giving them actionable steps they can use even if they don't make a purchase.

Your “sales story” provides proof, as well, by showing them that you've been where they are and have gotten yourself out of that bad situation. They'll trust you and relate to you and will want to know how you overcame it.

Beyond all of that, however, there are still a few elements of proof you absolutely need to push the sale.

You see, when you're selling a product, your prospects need to believe without a doubt that you provide a valuable and unique solution to their problem. Just saying “I'm an expert!” isn't going to cut it.

That's why you need to share quality testimonials from satisfied clients. So your prospects can hear from other people how wonderful and helpful you are.

Testimonials come in all shapes and sizes. However, generally speaking you want people to share how your expertise has helped them in the past, even if they haven't used this particular product you're selling.

When customers raise their hand and give you a glowing review, it goes a long way with your readers. People are far more likely to believe positive comments coming from someone else rather than from you. So, be sure to have a way to get testimonials from your clients and customers – you're going to need them.

Another important element of proof is the “logical argument.” Up until this point you've been targeting your prospects' emotions – you engaged them with your big idea, involved them with your sales story, and now you're trying to commit them to buying.

However, while emotion is the heart of all purchases, people use logic to justify them. So you need to offer a powerful rationale at the end of your piece for spending their money with you.

And one great way to do this is by reiterating the value of your product in comparison to the price. Showing them exactly how much they get for what they're spending.

Break down the product you're selling and show them the value of each part of it. Express how much time and training they're getting from you and how far they will be able to go because of it. It'll dramatically reduce their resistance to making the purchase.

Another vital tool is using actual facts and figures to back up your claims. For example, if you're a financial expert, you might back up your success claims with charts and graphs of the stock market vs. your predictions. Showing them how frequently you get it right.

You can also use substantiation from third party sources like news outlets, as long as you ask for permission and give credit in your piece.

The point is, you can never have too much proof. The more you include, the more likely you'll break down your readers' resistance and get that sale.

Be Relevant and Interesting

Part 3 relevant-and-interesting-contentMaking the saleOne of the most grievous sins you can commit in any of your communications is forgetting who you're talking to. When you start talking about what you like versus what your prospect likes, you're dooming yourself to failure.

Thankfully there are a few ways to make sure you're always keeping your prospects invested in what you're saying.

The first method is by maintaining your message to market match. All this means is making sure you're conveying things in a way that your prospect can always relate and connect to.

For example, if you're a fitness expert selling an information product on building abs, you don't want to suddenly take a left turn and talk about unrelated health issues. Your prospects are there because they want ripped abs!

The second you start pontificating and sharing unrelated opinions, you'll lose your prospects. No matter how smart or clever you think you are.

Beyond that, you have to avoid being boring. Of course, your sales story will help with this, since it establishes common ground and is inherently entertaining.

However, if you read through your draft and find an area that seems too clinical or uninteresting, you need to find a way to jazz it up. One way to do that is to use dramatic stories to support your claims. Anecdotes from you or your client's lives will do great. Just be sure to ask permission to use them.

Another method is to make sure each section focuses your prospect's key question, “What's in it for me?” After all, nothing is more interesting to your prospect than their own needs.

Finally, you can stay relevant by presenting your solution as the only one for their specific situation.

Throughout all of my blog posts, I've talked about positioning yourself so you stand out from your competition. It's the crux of developing a successful Expertpreneur® business.

Well, in all of your sales messaging, you want to connect your unique solution, your “Signature Solution,” to the unique problems and desires your prospects have. Make sure they understand that your product addresses all of the problems they're facing or obstacles they need to overcome or is the answer to helping them to reach their goals and aspirations.

If you're unsure of how you stand out, stay tuned for my next blog post. I'll be diving deep into this last point, showing you exactly how to develop a unique solution your prospects can't refuse.

Get Them Fired Up to Buy

The final element of your sales letter is firing up your prospect to buy.

At this point, they're emotionally invested in everything you have to say and they want to get started. However, they're scared because they aren't sure if they really want to spend the money right now. And the price of your product is making them a little apprehensive. They are on the fence.

Well, this is where two classic “triggers” in copywriting come into place – urgency and scarcity. Great ways to push your prospect over the fence to make a purchase.

To instill urgency in your piece, you want to reinforce how bad your prospect's situation is. Let them know that their frustrations will continue if they don't get started with your solution today.

If they don't make the leap now, they'll still be suffering for months, even years down the road. They may even end up giving up on their dreams altogether.

However, if they buy your product today, they can start down the path to improving their situation and ultimately transforming their life. A very appealing proposition.

While urgency is very powerful, you can make it even better by connecting an element of scarcity to it.

For example, tell your reader that you can only take on 100 new clients because you can't fit any more into your live coaching calls. It would be too much to handle.

So, even though you'll eventually sell this product again, it may not be for years. This is their best chance to get in today and they'll already be seeing results by the next time you offer this product.

As you can imagine, this will light a fire under them to take action and make the purchase. Lest they risk missing out and losing their opportunity to change their lives forever.

Finally, to really seal the deal and get them to buy, you want to incorporate an old stand-by from infomercials: risk reversal.

Risk reversal is simply a way to take away all of the risk in buying from your prospects and put all the risk on you. Typically you do this by offering a money-back guarantee.

For example, if they buy your product today and in 90 days they don't think it's for them, or find it difficult to use, they can return it and get their money back no questions asked. This lowers their defenses and encourages them to see for themselves if you can really help solve their problem.

Of course, the time period is completely up to your discretion. Gary Halbert, a legendary copywriter and marketer, used to offer lifetime guarantees on his products. In one instance, he actually offered a guarantee in perpetuity, meaning if their children or children's children didn't like the product they could get their parent's money back. Crazy, right?

The fact of the matter is, the more time that goes by, the less likely people are to take you up on that guarantee. So don't be afraid to be bold if it means getting your prospects to take the leap and try working with you. It'll be worth your while.

Make More Sales Than Ever Before

Part 3 SalesUpMaking the saleAt this point, you've gotten all of the tips and strategies you need to create winning sales letters each and every time. Allowing you to leverage your products and expertise to generate sales at all hours of the day.

Now's the time to go back to part 1 and part 2 of this series and write down all of the important steps I've shared with you. Use them when creating your sales letters and they'll start to convert like you've never seen before.

You'll experience a huge boost in your bottom line and finally start living the dream life of an Expertpreneur®. All while helping others in a positive way.

About Sheryl Wolowyk

Sheryl Wolowyk is a best selling author, award winning speaker and business coach. She focuses on service professionals and “ExpertPreneurs®." As an income acceleration coach, she helps service entrepreneurs attract more ideal clients, get paid top dollar, increase their visibility and reach. Sheryl teaches her clients how to create lucrative businesses and influential brands by positioning their expertise, and communicating their value in an authentic and genuine way that doesn’t sound ‘salesy’ or feel uncomfortable. Her clients are able to quickly build connection, garner trust, and attract a steady stream of ideal clients without having to work all the time, or sacrifice their true priorities in life.

She has built 4 million dollar businesses, is Executive Producer and host of the “Expertpreneurs®” Radio Show, hosts Expertpreneur® TV, and has been seen on ABC,CBS, NBC, and FOX affiliate stations. Sheryl has provided her insight and advice in Forbes Magazine and as a National columnist for America’s Premier Experts. Sheryl is also editor and publisher of ExpertPreneur® Magazine, a free digital magazine available on the Apple newsstand and Google playstore in 150 countries. She’s also a founder of the XPRIZE Education Initiatives where she works with billionaire Elon Musk and Personal Development coach Tony Robbins to change how the world educates.

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