''The Winning Sales Letter Formula"
By:
Marty Fiegl
Copyright© 2003-01-02
If you've been selling on the web for a while, or
"trying" to sell on the web you already realized that
your direct response sales copy is the determining
factor to whether you make a sale or not.
With all the information out there, whether FREE or
paid I still see people breaking the copywriting
rules, and possibly breaking their bank. Listen, there
are rules you need to follow to create a successful
sales letter. The age old formula Successful OfficeD.A has been
around for over a hundred years and is the outline for
all successful copy. Stick to it or don't start
writing.
A.I.D.A. - Attention, Interest, Desire, Action
Attention - Your Headline and Sub-headline must
grab the visitors attention. I also use a header
graphic. If you can't make a header graphic pay
someone to or simply leave it out. If it's ugly you
just lost a sale by looking cheap and unprofessional.
How's your headline? Does it compel? Does it tell
your main benefit and what your visitor will get with
your product?
Don't overlook the most used type of headline. The
"How-To." I've recently come back to using the "How
To" headline with incredible success. It actually
increase the response rate on one of my websites over
5%. (and I thought my 1% response rate was ok with a
$67 product).
Remember when using a How To headline you need to
include the main benefit of your product/service.
Here are a few examples...
"How To Lose 34 Pounds In The Next 30-days
GUARANTEED!"
"How To Eliminate Bad Credit"
"How To Win Friends and Influence People"
Interest - Interest is needed to keep the
prospect reading. Your first few paragraphs must be
interesting. Whether you tell a story, talk about a
problem your reader is having or making a bold
promise. Interest needs to be maintained throughout
the entire sales letter, if you can't keep it
interesting, cut it out. It's better to have a shorter
sales letter that's interesting that a long one that's
boring. If you can keep it interesting longer, the
better off you are.
If you're going to be asking questions in your sales
copy make sure that you are asking "YES!" questions.
What I mean is, any question you ask should get a YES!
response in the prospects mind. Here are a few
examples:
1. Could you get excited about…?
2. Can you see the value of…?
3. Do you see the benefit in…?
4. Are you looking forward to…?
5. Doesn’t it make sense to…?
Using action verbs and getting the reader excited will
maintain their interest as long as they are interested
in what you are offering. Words like "Discover,
Unleash, Transform, Turn, Create and Explode" are good
examples of action verbs.
Bulleted lists are a good way to maintain attention
because people will scan them quickly and find what
interests them. Use action verbs as the sentence
starters for your bulleted lists.
Desire - Creating desire is usually done with
adding bonuses and a bold guarantee. Your bonuses
should out-price your product at least 2:1. However,
desire should start in your sales letter with promises
or guarantees.
Action - You need to tell the prospect what to
do. Do you want them to "Order NOW!" or "Click Here To
Signup for your free copy of the gazette Newsletter!"
You need to remind yourself that a majority of your
audience may not know what to do.
Take Care,
Marty Fiegl
marty@directsalesmarketingonline.com
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Copywriting Course at:
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