Not so long ago, when the computer was first mass-produced for selling to
the public, a lot of industry experts predicted that nobody will want a box
that does nothing besides handling data and hogging up the entire garage.
They were obviously wrong – nearly every household will have at least one
computer in the US, and most even have two or three desktops!
This little bit of history tells us that no matter how good your product is,
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 salesletter. Hence, it is vital to have a compelling
salesletter that will pull the prospect right into it and see clearly the
benefits that are presented against the very reasonable price you are
A good salesletter 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 not an anonymous
marketer looking to sell his product.
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 salesletter, 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”.
Make it relevant to the reader.
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, make a strong call for action! Your final objective is to make
your readers buy your product, 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.