Anatomy of a Salesletter
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The term “salesletter” covers more than just letters; it can be the copy on a web page, the script you use when telemarketing, or the presentation you make when meeting prospects.
The basic elements include:
- USP - Your unique selling proposition - what makes you stand out from your competition.
- Headline and sub-headline - This must catch the reader’s attention. If it doesn’t, chances are they won’t read the rest of the piece.
- Establish credibility - What is it that makes you qualified to solve the problem?
- Benefits, not features - Talk about how the product or service you provide will directly benefit your prospect.
- Risk reversal - Accept the burden of ensuring customer satisfaction and success. The more you stand behind what you sell, the more likely someone will be to trust you with their money.
- Free bonus items - Add additional value to your offer.
- Create urgency and encourage immediate sales.
- Ask for the order - Don’t forget this important step!
- Make it easy for customers to contact you.
Track Your Results
In a typical campaign, you should expect 2-4% conversion if the product you are selling costs under $50. It’s about 1% for products costing $50-200, and about 0.2% for products selling for over $250.
Email conversion (emailed to your own list) is higher than PPC (pay per click) and search engine traffic.
And speaking of email, at least 11% of your site’s visitors should join your email list.
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