Benchmark-Perl-Formance-Cargo
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<br>sales letters personal, because one person at a time is
<br>going to read them.
<p>2) Use an illustration to get your point across. In my
<br>sales letters I have told stories about my car stalling on
<br>the side of the road to illustrate the idea that we must
<br>constantly add the fuel of advertising to keep our
<br>businesses running. I have compared the hype of easily
<br>making millions online to the chances of me riding bareback
<br>across Montana on a grizzly bear. Leads have read of how
<br>getting to the top of an oak tree relates to aggressively
<br>marketing online. People love a good story that pounds home
<br>a solid message. Tell stories that illustrate a point you
<br>are trying to make. Emphasize a benefit by sharing an
<br>account from the "real world." It effectively creates
<br>interest and further establishes the point.
<p>3) Create an interest in the reader from the very first
<br>line. Your first line of the sales letter should
<br>immediately create a desire in the reader to want to know
<br>more. Go back to the beginning of this article. The first
<br>words were, "It's true." I can guarantee you that either
<br>consciously or subconsciously you thought "What's true?"
<br>Immediately, your mind wanted to know what I was talking
<br>about. Before you even knew it you were right here, 8
<br>paragraphs into this article. Carefully craft your first
<br>line. If you can immediately get them wanting to know more,
<br>you've got a winner.
<p>4) Use bullets. People spend a lot of time reading bulleted
<br>lists. In fact, they often reread them over and over. Use
<br>bulleted lists to stress the benefits of your product or
<br>service, to spell out exactly what is included in your offer.
<br>Use an extra space in between each bullet to really highlight
<br>each line and create a sense of more length to the list.
<p>5) Launch into a bullet list immediately. Shortly after
<br>your opening line, immediately give the reader a bullet
<br>list of benefits to absorb. Hit them with your best shot.
<br>Pull out the big guns and stress "just a few of" the most
<br>important things the reader will discover. By offering a
<br>killer list early in your sales letter, you will automatically
<br>create a desire in the reader to continue through your ad
<br>copy. After all, if they are already interested after the
<br>first list of benefits, they will certainly be open to
<br>finding out even more reasons why your product or service
<br>will aid them.
<p>6) Just let it all flow out. Write down everything that
<br>enters your mind as you are writing your sales letter. You
<br>can edit it later. If you just sit and start writing
<br>everything you know about your product or service and how it
<br>will benefit your customer, you will be amazed at how much
<br>information floods your mind. Write it ALL down. Then read
<br>through it - you'll be able to add a lot more detail to
<br>many of the points. Edit it after you have exhausted all
<br>of your ideas.
<p>7) Make your sales letter personal. Make sure that the
<br>words "you" and "your" are at least 4:1 over "I" and "my."
<br>Your ad copy must be written about YOUR CUSTOMER not
<br>yourself. I'm not sure how the old advertising adage goes,
<br>but it's something like this, "I don't care a thing about
<br>your lawn mower, I just care about my lawn." Leads aren't
<br>interested in you or your products, they are interested in
<br>themselves and their wants and needs. When you are finished
<br>with your sales letter and have uploaded it to a test
<br>webpage, run a check at http://www.keywordcount.com and see
<br>what the ratio between "you" and "your" versus references to
<br>"I," "me," "my," etc. It's a free service. Make sure it's
<br>at least 4:1 in favor of the customer.
<p>8) Write like you speak. Forget all of those rules that
<br>your grammar teacher taught you. Write your sales letters
<br>in everyday language, just like you would talk in person.
<br>Don't be afraid to begin sentences with "And" or "Because."
<br>Don't worry about ending a sentence with a preposition.
<br>Write like you speak. Your sales letter isn't the great
<br>American novel, so don't write it like you are Ernest
<br>Hemingway.
<p>9) Use short paragraphs consisting of 2-4 sentences each.
<br>Long copy works... but long paragraphs do not. Use short
<br>paragraphs that lead into the next paragraph. Don't be
<br>afraid to use short sentences. Like this one.
<p>Or this.
<p>See what I mean? Shorter paragraphs keep the interest of
<br>the reader. Longer paragraphs cause eye strain and often
<br>force the reader to get distracted.
<p>10) Stress the benefits, not the features. Again,
<br>readers want the burning question answered, "What's in it
<br>for me?" What need is it going to meet? What want is it
<br>going to fill? How is your product or service going to be
<br>of value or benefit to the reader? Spell it out. Don't
<br>focus on the features of your product or service , but
<br>rather how those features will add value to the life of your
<br>reader.
<p>For example: If you are selling automobile tires, you may
<br>very well have the largest assortment of tires in the world,
<br>but who cares? I don't care about your selection. But, I
<br>do care about keeping my 3-month-old baby girl safe while
<br>we are traveling. So, instead of focusing on your selection,
<br>you focus on the fact that my baby girl can be kept safe
<br>because you have a tire that will fit my car. You're not
<br>selling tires, you're selling safety for my family. Stress
<br>the benefits, not the features.
<p>11) Keep the reader interested. Some sales letters read
<br>like they are a manual trying to explain to me how I can
<br>perform some complicated surgery on my wife. They are
<br>filled with words and phrases that I need a dictionary to
<br>understand. Unless you are writing to a very targeted
<br>audience, avoid using technical language that many readers
<br>might not understand. Keep it simple, using words, language
<br>and information that are easy to understand and follow.
<p>12) Target your sales letter. When you are finished with
<br>your final draft of the sales letter, target it to a
<br>specific audience. For example: If you are selling a "work
<br>at home" product, then rewrite the sales letter by adding
<br>words in the headlines and ad copy that are targeted towards
<br>women who are homemakers. Then, rewrite the same sales
<br>letter and target it to college students. Write another
<br>letter targeting senior citizens. Still another could be
<br>written to high school teachers wanting to earn extra income
<br>during summer vacation. The possibilities are endless.
<p>All you need to do is add a few words here and there in
<br>your ad copy to make it appear that your product or service
<br>is specifically designed for a target audience. "Work only
<br>5 hours a week," would become "College Students, work only
<br>5 hours a week." Your sales letter is now targeted. Upload
share/SpamAssassin/spam_2/00051.8b17ce16ace4d5845e2299c0123e1f14 view on Meta::CPAN
<br>sales letters personal, because one person at a time is
<br>going to read them.
<p>2) Use an illustration to get your point across. In my
<br>sales letters I have told stories about my car stalling on
<br>the side of the road to illustrate the idea that we must
<br>constantly add the fuel of advertising to keep our
<br>businesses running. I have compared the hype of easily
<br>making millions online to the chances of me riding bareback
<br>across Montana on a grizzly bear. Leads have read of how
<br>getting to the top of an oak tree relates to aggressively
<br>marketing online. People love a good story that pounds home
<br>a solid message. Tell stories that illustrate a point you
<br>are trying to make. Emphasize a benefit by sharing an
<br>account from the "real world." It effectively creates
<br>interest and further establishes the point.
<p>3) Create an interest in the reader from the very first
<br>line. Your first line of the sales letter should
<br>immediately create a desire in the reader to want to know
<br>more. Go back to the beginning of this article. The first
<br>words were, "It's true." I can guarantee you that either
<br>consciously or subconsciously you thought "What's true?"
<br>Immediately, your mind wanted to know what I was talking
<br>about. Before you even knew it you were right here, 8
<br>paragraphs into this article. Carefully craft your first
<br>line. If you can immediately get them wanting to know more,
<br>you've got a winner.
<p>4) Use bullets. People spend a lot of time reading bulleted
<br>lists. In fact, they often reread them over and over. Use
<br>bulleted lists to stress the benefits of your product or
<br>service, to spell out exactly what is included in your offer.
<br>Use an extra space in between each bullet to really highlight
<br>each line and create a sense of more length to the list.
<p>5) Launch into a bullet list immediately. Shortly after
<br>your opening line, immediately give the reader a bullet
<br>list of benefits to absorb. Hit them with your best shot.
<br>Pull out the big guns and stress "just a few of" the most
<br>important things the reader will discover. By offering a
<br>killer list early in your sales letter, you will automatically
<br>create a desire in the reader to continue through your ad
<br>copy. After all, if they are already interested after the
<br>first list of benefits, they will certainly be open to
<br>finding out even more reasons why your product or service
<br>will aid them.
<p>6) Just let it all flow out. Write down everything that
<br>enters your mind as you are writing your sales letter. You
<br>can edit it later. If you just sit and start writing
<br>everything you know about your product or service and how it
<br>will benefit your customer, you will be amazed at how much
<br>information floods your mind. Write it ALL down. Then read
<br>through it - you'll be able to add a lot more detail to
<br>many of the points. Edit it after you have exhausted all
<br>of your ideas.
<p>7) Make your sales letter personal. Make sure that the
<br>words "you" and "your" are at least 4:1 over "I" and "my."
<br>Your ad copy must be written about YOUR CUSTOMER not
<br>yourself. I'm not sure how the old advertising adage goes,
<br>but it's something like this, "I don't care a thing about
<br>your lawn mower, I just care about my lawn." Leads aren't
<br>interested in you or your products, they are interested in
<br>themselves and their wants and needs. When you are finished
<br>with your sales letter and have uploaded it to a test
<br>webpage, run a check at http://www.keywordcount.com and see
<br>what the ratio between "you" and "your" versus references to
<br>"I," "me," "my," etc. It's a free service. Make sure it's
<br>at least 4:1 in favor of the customer.
<p>8) Write like you speak. Forget all of those rules that
<br>your grammar teacher taught you. Write your sales letters
<br>in everyday language, just like you would talk in person.
<br>Don't be afraid to begin sentences with "And" or "Because."
<br>Don't worry about ending a sentence with a preposition.
<br>Write like you speak. Your sales letter isn't the great
<br>American novel, so don't write it like you are Ernest
<br>Hemingway.
<p>9) Use short paragraphs consisting of 2-4 sentences each.
<br>Long copy works... but long paragraphs do not. Use short
<br>paragraphs that lead into the next paragraph. Don't be
<br>afraid to use short sentences. Like this one.
<p>Or this.
<p>See what I mean? Shorter paragraphs keep the interest of
<br>the reader. Longer paragraphs cause eye strain and often
<br>force the reader to get distracted.
<p>10) Stress the benefits, not the features. Again,
<br>readers want the burning question answered, "What's in it
<br>for me?" What need is it going to meet? What want is it
<br>going to fill? How is your product or service going to be
<br>of value or benefit to the reader? Spell it out. Don't
<br>focus on the features of your product or service , but
<br>rather how those features will add value to the life of your
<br>reader.
<p>For example: If you are selling automobile tires, you may
<br>very well have the largest assortment of tires in the world,
<br>but who cares? I don't care about your selection. But, I
<br>do care about keeping my 3-month-old baby girl safe while
<br>we are traveling. So, instead of focusing on your selection,
<br>you focus on the fact that my baby girl can be kept safe
<br>because you have a tire that will fit my car. You're not
<br>selling tires, you're selling safety for my family. Stress
<br>the benefits, not the features.
<p>11) Keep the reader interested. Some sales letters read
<br>like they are a manual trying to explain to me how I can
<br>perform some complicated surgery on my wife. They are
<br>filled with words and phrases that I need a dictionary to
<br>understand. Unless you are writing to a very targeted
<br>audience, avoid using technical language that many readers
<br>might not understand. Keep it simple, using words, language
<br>and information that are easy to understand and follow.
<p>12) Target your sales letter. When you are finished with
<br>your final draft of the sales letter, target it to a
<br>specific audience. For example: If you are selling a "work
<br>at home" product, then rewrite the sales letter by adding
<br>words in the headlines and ad copy that are targeted towards
<br>women who are homemakers. Then, rewrite the same sales
<br>letter and target it to college students. Write another
<br>letter targeting senior citizens. Still another could be
<br>written to high school teachers wanting to earn extra income
<br>during summer vacation. The possibilities are endless.
<p>All you need to do is add a few words here and there in
<br>your ad copy to make it appear that your product or service
<br>is specifically designed for a target audience. "Work only
<br>5 hours a week," would become "College Students, work only
<br>5 hours a week." Your sales letter is now targeted. Upload
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