Writing salesletters that convert well is one of the most important skills you can learn. The difference between a "just-broke-even" website and a "insanely-profitable-website" is a well written sales letter.
You won't be able to learn how to write killer salesletters in one day. Becoming a master at copywriting takes time. What I'll do is give you some formats and tools that will shorten your learning curve by weeks.
Its no magic pill. But its a guide I would have wanted when I first started learning how to write killer salesletters.
Sales Letter Forumlas
Here are two salesletter forumlas that you can use to guide you. Both these templates are similar and overlap a lot. Read both now. And then start with using the one you are most comfortable with. After writing a couple of salesletters, you'll get a good idea of what works and then you can mix-and-match both these formulas and come up with your own.
Formula 1 - Objections driven saleletters
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Your benefit laden sales message (what is your product about?)
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Your qualifications (why should people trust you and buy from you?)
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Reasons why your solution works
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Give proof (fact, figures, track record)
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Mention price and create urgency (why should people buy now?)
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Provide testimonials
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Mention your guarantee
- Peter Stone |
Formula 2 - Benefits driven salesletter
“Here is a recipe for creating an exceptionally powerful sale's piece:
- Powerful Offer
- Problem/Pain
- Solution
- Impeccable Credibility
- Details
- Benefits list
- Limited offer
- More benefits
- Price
- Guarantee
- Scarcity
- Benefits summary
- Close (sell, sell, sell)
- P.S.
- Bob Serling. |
While writing your salesletters, go through each and every point sequentially in any of the two formulas you choose. And tick mark them as soon as that part of your sales letter is done. Follow the formulas and you'll have a pretty decent salesletter.
Further Learning - Copywriting Books & Resources
Here are some resources that can help you write terrific sales letters.
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Psychology of Headlines (pdf format) - Headlines is the most important part of a sales letter. Just changing the headline can get you 5 to 10 times the number of sales. My friend Sean D'Souza has a powerful free report that'll teach you how to write killer headlines. (Sean D'Souza's Brain Audit is also superb!)
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Advertising Secrets of the Written Word - This is one of the best books on copywriting written by one of the legends - Joe Sugarman. Joe is most famous for selling millions of his blublocker glasses through direct response marketing. If you are serious about writing profitable salesletters, this book is a must!
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Marketing Trinity - How to strengthen your salesletters by using the trio: bonuses, testimonials and guarantees
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Greatest Marketing Salesletters - A compilation of 93 of the best and most profitable salesletters ever written. Buy it and read one salesletter a day. No more no less. And within 3 months, you'll intuitively know what style and format works in selling info products. The next time, whenever you are stuck while writing a salesletter, you can refer to this piece of work and get ideas.
There are dozens of other masters from whom you can learn. But study these four above books and you'll be better than 95% copywriters out there. If after that you still want to improve your copywriting skills, send me an email and I'll refer you to more advanced material.
Automatics Salesletters
Don't want to write your own salesletters? Here are two tools that can help you. All you have to do is fill in the blanks and press submit - and voila - out comes a salesletter.
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Push Button Sales Letters - This tool seems to follow a formula - it asks you questions and the answers you give forms the salesletter.
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Instant Sales Letters - This tool seems to follow a pre-made template. You can have a salesletter ready in a jiffy!
I like to write my own salesletters so I personally don't use the above tools. But its a good solution for people who are not very good at copywriting right now.
Hire a Copywriter
You could also hire a copywriter to write your salesletters for you. Most good copywriters are freelancers. They don't stick to one ad agency or one company. The better copywriters in the market also charge good money. But if you have the money, they are worth it!
Here are some of the better copywriters who write salesletters for online websites:
You could also try hiring a not-so-well known copywriter by posting a message on this forum:
Make sure you ask for references and "control" pieces from these copywriters before hiring them.
After you learn how to write salesletters and write the first salesletter for your information product, its time to learn about the one salesletter that could make you most amount of money...
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