Have you been working in sales and marketing? Do you own your own business selling goods and services? Or, have you just recently become an affiliate marketer? If you are doing any kind of selling, whether in a traditional business or as an Internet marketer, then you know that a sales letter is a very important part of your advertising campaign. A sales letter introduces your new client to what you have to offer and convinces the client that your offer is the best offer around.
Sales letters are so important, in fact, that many people hire professionals to create them and pay a lot of money to get letters written that are persuasive and will help increase conversion rates. When you have a sales letter that is uninteresting, seems clumsy, or looks unprofessional, you don’t get the results that you would get if you spent more time making a better first impression. You may wonder “What is a good sales letter ?” There are some general guidelines that will help answer that question. If you are spending a lot of money to have your sales letters written for you, you’ll want to know in advance that your letter works and converts effectively.
First, a sales letter must be a gentle call to action. A good sales letter describes a problem and offers a solution, then asks the reader to do something right now. The letter must give relevant information, build trust and credibility, but not be overly long. In this busy world, people rarely take the time to read long emails or letters about a product or service unless they are completely desperate for an immediate solution. Likely, if your offer is not an immediate solution that they require, your letter or email will find it’s way to the trash bin very quickly.
Internet marketing sales pages should have similar qualities. Do you ever find yourself clicking away from a sales page on the Internet when you see it is crammed with highlighted sentences, large formatted type, testimonials, videos, and personal stories that you don’t have time to read or view? You like the product description in the first few sentences, and it seems to solve a problem you have, but you are irritated by the deluge of content which follows. You find yourself quickly scrolling down to the bottom of the page to find out what the product includes and what it costs without reading all the descriptive information. Do you feel that pang of guilt because you know you may have missed something important by scrolling so fast, or worse, you missed getting something FREE, because you just didn’t have time to read through all the information?
This problem is what I call the “Overkill Factor.” A well written sales page never makes the customer feel like he’s missed something FREE or important ! The first paragraph of a sales page must grab the reader and the last page or two must make the sale. While some marketers would argue that the content “below the fold” which is crammed with testimonials, stories, images and videos help build credibility and convince a wary buyer, a sales page that is too busy will certainly overwhelm a would-be customer. The key to a good sales letter is to consider the quantity of content as well as the quality, and decide just how much proof you need to include to convince the reader to act. How much filling do you need to make your offer seem very tasty to the reader?
Remember to avoid the “Overkill Factor.” While grabbing the readers attention quickly and building trust with evidence is important, if you include too much content, it may well kill your sale.
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