You’ve written your headline, outlined the customer’s problem and your unique solution, your call to action, the major selling points of the product, put in your money back guarantee and peppered in some graphics and testimonials along the way, yet your sales letter still looks a bit skimpy and you think it should be longer. Not longer for the sake of being longer, you just think you haven’t said enough or made a strong enough case to warrant the sale. Have you ever found yourself in this position. If so consider this checklist to make sure that you haven’t forgotten anything in how to improve your sales letter.
How to Improve Your Sales Letter
Story – Everyone loves a good story which makes them feel a personal connection. Including a personal story of how you suffered from the same problem they are experiencing may seem overdone or too cliche but it’s a cliche because it works.
Heaven Vs. Hell – Point out what will happen to your reader if they don’t purchase your product solution, including the worst case scenario to really lay it out clearly for them and remind them of why they need what you’re selling.
Only Buy If – This is a nifty little trick where you impress upon your reader the things which they should look for in a product in that niche to solve their problem. They should make sure that it has this or that (all things which your product offers which ideally other products in your niche do not offer) and shouldn’t buy a product unless it has those features.
Comparisons – In the same vein, flat out compare your product to other products in your niche to detail why it’s better and why your competitors pale in comparison. By doing this oftentimes your visitor will get lazy and assume that you have done all of the nitty gritty consumer research for them so that they don’t have to look around the marketplace because they have already found the best product or service to meet their needs and solve their problem.
Intended Audience – Sometimes it’s a good idea to explicitly state who your product is for so someone can say in their head “hey that’s me he’s talking about!”. Include a section where you talk about who should buy your product, listing off the obvious traits which your visitor is going to have so that they can have that realization. Conversely and just as importantly, include an overstated bit on who shouldn’t as this also further profiles or even challenges your target audience.