What Makes a Good Sales Letter

The computer was first mass-produced for selling to the public, not so long ago, a lot of industry experts predicted that nobody would want a box that does nothing besides handling data and hogging up the entire garage. Obviously they were not correct – nearly every household will have at least one computer in the US, and most even have two or three desktops!

No matter how good your product is this little bit of history tells us that you cannot earn even a penny from it if you have a lousy salesperson.  Likewise , no matter how good your product is, you cannot sell even one copy of it with a weak sales letter. Hence, having a compelling salesletter is vital, that will pull the prospect right into it and see clearly the benefits that are presented against the very reasonable price you are charging.

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A good salesletter generator will first catch the attention of the reader by resonating with the reader’s needs and desires. That’s why you often see headlines such as “Have you ever felt…” or “Does … sound familiar”? They work because they empathize with the reader’s needs, problems or desires. The Internet is like a very busy freeway and everyone’s in a rush. Only a strong headline like that in big, bold letters will stop your target audience dead in their tracks to read through your salesletter.

Once you’ve obtained your reader’s attention, you want to spend the first few paragraphs on telling your story – how you have gone through what your reader probably has, the agony of the whole experience, etc. Once you get your reader thinking “he’s one of us”, you would be perceived as an understanding individual offering a solution and and not just selling your product as an anonymous marketer.

Next, you have to elaborate on the benefits of the product you are selling. List them all on a piece of scrap paper until you have quite a long list; then write your salesletter from there. In your sales letter, highlight the benefits in point form and elaborate on each benefit. Be sure to point out how your product helps the reader instead of pointing out the features of the product. For example, instead of saying “this gizmo cures headaches”, say “this gizmo can relieve your headaches”. The readers should find it relevant to themselves.

Then, write a paragraph or two on how the reader’s life could be changed if the problem he is facing can be totally solved with your product. It is important to use very descriptive words so that the reader can fall into the imagination more easily.

Last of all,   Your final objective is to make your readers buy your product, so make a strong call for action, so it is important to make a final, strong call for action, be it “click the Buy button”, “whip out your credit card” and so on. Do not make the mistake of forgetting such an important step after coaxing your reader through the lengthy paragraphs.