You can have the best package in your market, but you won’t make sales unless you also have a really good and compelling sales letter. That’s why you’re going to want to follow these tips for creating your own high-converting sales letter…
Know Your Audience
Before you fill in a single word into the sales letter template, you need to know your audience. The more you know about them, the easier it will be for you to create content that really resonates with them.
For example, let’s suppose you have a list of dog owners, and you assume that these folks own labs, golden retrievers and the like. But perhaps the reality is that the majority of your list owns small dogs. If you create a sales letter that has pics of big dogs and refers to big dogs, it’s not really going to resonate with the audience.
So, how do you learn more about your audience? In these ways:
· Research your audience. You can learn more about your audience by researching their demographics (e.g., “dog owner demographics”).
· Listen to your audience. Visit communities like niche blogs, forums and social media groups to get a better understanding of what your market wants and how they think.
· Ask your audience. You can create a formal survey and distribute it, or you can simply ask questions informally (such as on social media) to learn more about your audience demographics, what they want, etc.
Focus on Benefits
As your prospect reads your sales letter, they’re going to be thinking, “What’s in it for me? Why should I buy this?”
Your sales letter needs to answer that question by focusing on all the benefits of your package.
Also, ask yourself these questions:
· What are all the benefits in each piece of your package?
· What is the overall benefit of the package?
· What benefits does your audience most want?
· Why should your audience buy your package instead of the competitor’s product?
See the included template in this package to see how it showcases the top benefits in the form of a bulleted list.
Another thing that happens as your audience reads your sales letter is that they’re looking for reasons to NOT buy the package. These are called objections, and your sales letter needs to raise and handle these objections.
Some objections are fairly common no matter what you’re selling, such as:
· Price objections. Whether you’re selling something for a low price or a high price, you need to justify the price.
· Believing the product won’t solve the prospect’s problem. You can overcome this problem with risk-reversal (a guarantee), as well as proof in the form of testimonials, screenshots, case studies, videos and similar evidence.
You’ll need to spend some time brainstorming what other objections your audience might have, and then handle those objections. For example, is your audience likely to think they’re too busy to use your information? If so, provide strategies that get results more quickly.
A specific example: if you’re creating a weight-loss package for busy parents, then you might create a bonus report on HIIT (high intensity interval training) to overcome the “too busy” objection. HIIT takes much less time to do than slow, steady-state cardio, so users can get done with their workout in half the time.
Create a Call to Action
Finally, be sure to create a call to action that tells people what to do (click the payment button to purchase the product), and why they should do it now. This “reason why” might be to start getting results ASAP, or it might be to take advantage of a limited-time discount and/or bonus.
TODAY’S TASK: Your task today is to create your sales letter. Be sure to take a look at (and use) the sales letter template included in this package!