Lesson Fourteen

Creating a great sales letter

Guru J berated me about the content that I supplied him for this lesson.  So what you are about to read is based on the homework that I researched for a week and then resubmitted.

Firstly, I should briefly touch on the crappy content so that the guru’s v comments make sense.

What I sent the Guru was a brief introduction and fifteen old sales letters that I had found in public domain works.

They were very good sales letters but as the guru bluntly pointed out i they were and I will quote, "too old to be relevant Paul".  He then doesn't hold back and tells me to do my research and then to re-submit my work.

 Below is my re-submitted work.

In this lesson I am going to cover the following subjects.

1. How to get inside your prospect's brain;

2. the crucial elements of your letter;

3. the importance of headlines.

Lets cover sub-heading one which is about how to get into your prospect's brain.  After the harsh rebuke that I copped I decided to not only use the research material that Guru J mentions to me but I also printed off literally hundreds of great sales letters from the past six years and took notes on them over a two week period.

I came up with the following conclusions -

My first conclusion is that the quality of the research on your subject will determine the power of the connection you make with your prospect.  So I would think about using the following methods before writing your sales letter:

1. Join a forum on the topic of the niche you will be writing the letter for and pose questions about the subject;

2. check out sites like www.virtuallibrary.com and www.watchmojo.com and read about your subject so you have a deeper connection to what your buyer is feeling and thinking;

3.  use keyword tools like -

Wordtracker <<<FREE TRIAL HERE>>>

So that you can gain an understanding of all the peripheral subjects that surround your niche.

The keyword tool above will help you work out the right words to use in your sales letter.

The crucial elements that your sales letter must have:

1. An attention grabbing headline;

2. clearly state the purpose of your communication early;

3. appeal to basic human needs IE, instant gratification by using an "I can help you" statement;

4. use short sentences if at all possible;

5. give some supporting evidence;

6. provide a solution for the problem your heading will talk about.

The Importance of your headline

"This is the ad for your ad"

The famous A.I.D.A formula attention, interest, desire and action really sums up what a great sales letter is aiming to achieve.  The attention and interest factors are won or lost with the heading you decide on.

The following three things need to be considered to create a truly great headline – 

1. Think about who your reader is;

2. think about what causes them pain;

3. think about what they need a solution for.

Your one real aim for your heading is to provoke interest and arouse curiosity so your reader keeps reading.

The best proven way to keep a readers attention is to show them that you can solve their problems and provide them with a solution.

If your headline is well thought out your job is already half completed.

A headline that illustrates my point perfectly -

"X is incredible software but something Vitally Important Is Missing!

By acknowledging the software that someone has already purchased is great, you are reaffirming the buyer was smart to buy it in the first place but then you let him or her know that something vitally important is missing so the reader has to read on surely.

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