Anatomy of a Salesletter

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:

1. USP – Your unique selling proposition – what makes you stand out from your competition.
2. 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.
3. Establish credibility – What is it that makes you qualified to solve the problem?
4. Benefits, not features – Talk about how the product or service you provide will directly benefit your prospect.
5. 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.
6. Free bonus items – Add additional value to your offer.
7. Create urgency and encourage immediate sales.
8. Ask for the order – Don’t forget this important step!
9. 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.