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Ok, here we go with part 2 of my copywriting series in which, you will discover how to write a sales letter that will boost your conversion rate and sky rocket your sales.
“Always Plan Your Sales Letter To Tell A Kick Ass Story”
Plan your sales letter with this basic layout…
- Headline
- Body
- Empathy
- Product or Service Benefits
- Price Justifications
- Imagines
- Closing
- Three P.S.s
Within this basic layout you should tell a story…people love stories so give them one. It should be compelling, punchy, and be able to paint a picture in your prospect’s mind.
As John Carlton says, “invent a personality, make up a hero, or interview yourself.”
The headline is the most important component of your copy, if you don’t believe me, take it from David Ogilvy who said, “On the average, 5 times as many people read the headline as read the body copy…”
Therefore you must arouse the interest of your prospect in the headline to have them read further. To do this use Gary Bencivenga’s formula, I = B+C…
Interest = Benefit + Curiosity
…the absence of either one equals a flawed and weakened headline.
Offer a secret to raise curiosity and include your best benefit to overcome the prospect’s boredom and scepticism.
In the body copy start with empathy, but to do this part well you must research your niche so you can understand and answer all of the following…
- what makes sense for this market
- what would people hope to overcome
- what would they hope to gain
- what do they desire
- what are their needs, concerns, and objections
Set a hook by repeating the secret revealed in the headline, but don’t talk about it again until further down the page.
* * * *
Follow empathy with the benefits of your product or service that will change the life of your prospect’s. Answer all their desires, needs, concerns, and objections. Build their excitement, then follow with urgency.
* * * *
Follow the benefits with your price justification that shows your prospect’s what a mouth watering irresistible offer this is.
Build on the urgency you started earlier, set a time limit after which the price goes up. Restrict the numbers that are allowed to sign up, exclusivity is great because no one wants to be left out.
Include unique bonuses that compliment your main product or service to sweeten the deal. Put your prospect’s mind at rest with a guarantee that safeguards their interests.
* * * *
After the price justification include a whole section of sentences where you place yourself in your prospect’s shoes, imagining what it would be like benefiting from the product or service on offer, for example…
“Imagine what it would be like to have prospects clamouring
to join your site like a herd of stampeding Wildebeest”
Now is the time for the closing statement where you will ask for the sale. Present reasons why a prospect must act now. What will happen should the prospect delay, i.e., how things will stay the same, and how no benefits will come to them whom do not act today.
Lastly include 3 post scripts that re-iterate the empathy, benefits, and imagine points with a final statement on how unique a special offer this is.
* * * *
In my next installment, I will set out for you the correct environment and time philosophy to boost your productivity and success in your direct marketing copywriting career. 
Sincerely,
P.S. Remember, in the art of persuasion “The greatest thing by far is to be a master of metaphor” ~ Aristotle. Check out copybloggers Copywriting 101 series for a free 10-step copywriting tutorial. 
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