6 Things Every Sales Letter Must Have...

My students often ask me what the most crucial elements are that make up a successful sales letter. Well, having created hundreds of sales letters during the past 10 years, I’ve decided to come up with a short list of 6 things that every sales letter must have.

And here they are…

1.      A powerful and captivating headline

The headline is undoubtedly the most important part of your sales letter. If it doesn’t compel people to keep reading, then everything else on your sales page is redundant. To achieve this, it needs to include the major benefit of your product or service, and ideally, generate an immediate emotional response (buying decisions are largely based on emotion, not logic).

2.      Testimonials

It’s not enough simply telling your readers how great the product or service is, and how it will make their lives better. They need proof. A testimonial from a satisfied customer can provide this, and convince them that the product actually does what you’re claiming. When including a testimonial on your sales letter, always include the full name of the person, and either their age or location, as well as a picture if possible.

3.      Money-back guarantee

If a customer isn’t sure whether or not to take the plunge and purchase the product, removing any perceived financial risk can be a very effective technique. The prospect will be far more likely to purchase the product or service once they know that they can claim their money back should they change their mind or discover that it’s not for them.

4.      Bonuses

It’s not enough anymore to simply sell an e-book online, and expect someone to hand over £50. Savvy customers are now demanding more for their money, so the addition of a bonus or 2 is essential. Whatever product or service you’re selling online, there will be competitors selling something very similar, so you need to stand out from the crowd by offering more value.

5.      Call to action

The call to action is arguably the most important part of any sales letter. You need to make it clear what you want the prospect to do, or they may well end up clicking away from your web page and heading elsewhere. A number of colourful, well designed and prominent order buttons positioned towards the end of the sales letter is a good way of achieving this goal.

6.      Postscript (P.S)

When reading a sales letter, many prospects skim-read the copy, often all the way down to the very bottom of the page in search of the price. As a result, studies show that the postscript is the most read part of a sales letter after the headline! So you need to use this section to list the main benefits of your product or service and emphasise any important points, like the discount you’re offering or the time-sensitive nature of the offer.