Your attention getting pre-headline can go here
to setup your main headline, it should not take
up more than 2 or 3 lines and half way across...
"Your Benefit Oriented Main Headline
Goes Here, It's A Good Idea To Make
It In Quotes, Capitalize Each Word,
And Make It An Inverted Pyramid
By Adjusting The Line Lengths
Using Shift-Enter At The
End Of The Lines"
Here is your first sub-headline to amplify the benefits
or competitive positioning of your offer
From: Firstname Lastname
RE: Attention getting topic line
This is
your opening paragraph, it should draw your reader into your page, hold
their interest, and make them want to continue to read. You could tell
them the two or three major benefits they receive from reading this
letter, or you could state a little know fact or ask a question that
creates curiosity as to what you're about to reveal to them.
Sub-Headline Into All The Benefits They Get
Now you
want to pile on all the benefits your reader receives, like this:
This
is not the time to make a list of the features of your product or
service. No, you need to tell them the end result they get from those
features... the benefits, and notice there is no period after each of
these bullets, you may use an exclamation point, but sparingly
Benefits
are the positive results your customer gets
Features
are the characteristics and specifications of your product or service
To
help you come up with benefits, start off by listing all the features
of your product
Then
come up with the resulting positive benefit that your customer gets
from that feature
The
best way to see how to do this is to look at successful salesletters
Once
you have your benefit list, make a list of them in your salesletter
using headlines as Benefit Bullets. It's kind of like a rapid fire
presentation of the major benefits your customer gets when they buy
your product
And
you can see I've alternated font settings to help give a little visual
relief... (bold, then default, then bold, then italic, etc)
And
much, much more!
Sub-Headline Into Your Irresistible Offer
Now
they're primed and ready to hear your offer.
And if you're good, you'll make them an irresistible offer.
An offer that provides more resulting value than the money you are
asking them to spend with you.
In other words, a terrific deal for the customer.
In addition to your product, you may build more resulting value to your
offer by including special bonuses, a longer guarantee, after the sale
services for free, special package pricing, etc.
And make sure to tell your customer all the reasons why these extras
are valuable to them. Just like in telling them the benefits of your
main product, you must also tell them the resulting benefits they
receive from the added bonuses you're offering them.
Take Away Their Risk...
Give Them Your Guarantee
Now let's
overcome their last fear of purchasing.
You've got to reverse the risk.
You, the seller, must take the risk in this transaction.
You give them your 100% money-back guarantee, and for the longest
period possible.
Think about, isn't that what you want when you make a purchase?
You want to be assured that if this doesn't work, or if it's not what
the seller has promised, that you can get your money back without a big
fight.
Most likely you already will refund money to someone who is not
satisfied with your product or service, life's too short to have
unhappy customers, isn't it?
So all I'm saying is promote your guarantee, make it an integral part
of your offer.
Sub-Headline Into Warning - It's In Limited Supply... Tell
Them, They'll Want It Even More (The Scarcity Persuader)
Now let's
time to poke and prod just a little.
You've answered the reasons why and helped justify their buying
decision, but still they need another emotional stir to get them to
take action.
Enter in... Scarcity.
People will buy now, if they believe what you're offering them is
scarce.
Now it may be the number of these you have available for sale, it may
be a time limitation, it may be that your pricing is going up...
whatever it is, you must tell them they need to take action now, or
miss out on this offer.
Tell Them Exactly How To Order Now
It's time
to tell your reader exactly what to do ... Buy! And how to do it.
You must give them precisely the how, what and when of ordering ... and
do so in a very clear manner.
Don't confuse them now, they've already decided to buy, and now it's
your job to make it easy for them to do so.
Let them pay you. Take their cash, check, credit card... by internet,
phone, fax, in your store or office, or by mail.
Let them order whatever way the want, but let them order.
And tell them exactly how to do it.
Price: $16.00
Click the Buy
Now button To
Secure Your Low Price!
Secure Payments
Made Through PayPal
Sub-Headline Into - Tell Them Exactly What
Happens If They Don't Order Now
Tell your
reader what's going to happen if they don't order right now.
Tell them how they will miss out on getting all the resulting benefits
you're offering, how they will still have their same problem to solve,
and how their problem will only get worse.
Remind them of their pain, and how it will continue, and get worse
without take buying action.
And then
end this section with something like...
Go ahead
and order right now, I know you'll be happy you did.
Sincerely,
(optional
Firstname signature graphic here)
Your
Firstname Lastname
P.S. In PS
one, you want to restate your offer, discuss the major benefits and
tell them to take action now.
P.P.S. In
PS two, you want to restate the scarcity factors and what pain they
will continue to feel if they don't buy now.
P.P.P.S In
PS three, reemphasize your ultimate benefits, restate your guarantee,
and anything else that would matter in closing the sale, and tell them
to order now - your PSs are a quick summary of your salesletter ... all
in rapid fire sequence ... and it's probably the second most read part
of your ad or salesletter.
Price: $16.00
Click the Buy
Now button To
Secure Your Low Price!
Secure Payments
Made Through PayPal
Your
Firstname Lastname - Your Company or Website Name
Your mailing address and/or physical address, City, State, Zip
Phone: 999-555-1212 Email: you AT yourdomain.com
Website: yourdomain.com
(c)
2009 Your Company or Website Name - All Rights Reserved.