I’m not a sales letter writing Guru, but I have wrote my fair share for my online as well as my offline businesses. Here’s the way I go about writing a sales letter.

First off, I gather up other sales letters that speak to me. Yes, it sounds corny, but I thought that a sales letter can make me buy something, when I know it’s a sales letter, so it’s pretty good. When I come across such a sales letter, I either save it in my bookmarks or print it and keep it in a file. If it can make a sale to me, so it can make sales to most other people.

Whether you like them or not, those sales letters that are rampant in the Internet Marketing industry sell products over and over. I hear people say they hate those “spammy” looking sales pages, yet it’s some of these same people who buy products from them, myself included. Face the fact, those sales letter type pages sell products or no one would use them.

Another important point to keep in mind when writing a sales letter is to put yourself in your potential customers shoes and ask “What’s In It For Me?” Forget about yourself for a moment. Your sales letter should be all about the benefits the customer will get when buying your product.

THE TITLE OF YOUR SALES LETTER WILL MAKE YOU OR BREAK YOU

Once you start pouring over those sales letters, read through them all and see which Title really speaks to you. Which one really gets your attention? Which one makes you want to continue reading the rest of the copy? This is probably the one you’ll want to pay attention to.

I also keep the crappy sales letters. I try and determine where the ad copy lost me. Was it the title? or the ad copy itself? When you can answer these questions, you’ll have a good understanding of how a sales letter works.

A good title, or header, should grab your customers attention and make them want to read the sales letter. Writing an attention grabbing title takes some work. As with many things, the more you practice it, the better you’ll become.

THE 4 BASIC BUILDING BLOCKS OF A SALES LETTER

When writing a sales letter, there are 4 basic things you must keep in mind and address if you hope to convert readers into buyers.

What problem does your product solve?

What does your product do?

What makes it better than anyone else’s product?

Finally, how much will this cost?

Now that you have a good foundation to start with, it’s time to put some meat into your sales letter.

There are an additional 4 things you must convey in order to make your sales letter do its job.

These are:

Create hope: Its been said that people buy hope. A person with a tooth ache will stop at nothing to get it taken care of. The same is true for someone who needs quick cash for whatever reason. Whatever problem your product or service cures, make sure you show your customer that there is hope when purchasing from you

Relate to your customer: Talk to your customer as if they were a long lost friend. Become personal with the customer so they feel that you can relate to their problem. People feel secure with someone they can relate with and they buy when they feel secure. Two of the best ways to do this is to tell a personal story and add a photo of yourself to the ad copy.

It’s all about the FUD: Create FUD in your ad copy. FUD, or Fear, Uncertainty, Doubt, is a time tested technique to get people to buy. It’s been used by both large corporations and small companies alike. It’s in nearly every ad you see in one form or another. It takes practice and experience when using FUD in an ad copy. It must be subtle or you risk turning off the more experienced buyers. This is where those good sales letters you kept will pay off. Pour over them and see how the Copywriter used FUD to sell.

Ask for the sale: No, wait, DEMAND the sale! When you’re looking over those ad copies you’ve saved, you probably notice that there are several call to actions in the body of the sales letter. Don’t assume that your customer will just get up and order from you. Tell them to do it now! Create a sense or urgency. One good way to do this is by giving them a deadline or give them a bonus if they act now. People hate to lose out on an opportunity! Make sure you tell them why they must act and explain what they’ll be losing if they don’t act NOW!

Learning how to write a sales letter takes a little time. You should also test, test and test more until you get that sales letter that pulls in the customers!

AGGRESSIVE SALES LETTERS ARE THE BEST

The argument against aggressive sales letters have been going on since the first ad copy was written. It’s a proven point, aggressive sales letters sell better than passive sales letters. I do not like to write aggressive sales letters, but they work.

An aggressive long sales letter will put more money in your pocket than a sales letter that sounds like you’re talking to your mother. People are lazy by nature and you must make them act. That’s what writing a good sales letter is about, making the people you reach out to order from you!

Start looking over those ebook sales letters and begin writing some of your own. Keep at it until you think you have it down. Put the ad copy away for a few days and come back and reread it. Keep making changes until it’s as good as you can get. Send it out and then write another one, send it out and see how it fares against the first. Keep doing this until you see one sales letter converting better than the others. This will be your money maker and you’ll be glad you learned how to write a sales letter!