This page provides extensive information on how write your sales
letter and how to sell on the web with efficiency. When you want
to sell something on the Internet, it's very important to know how
to approach a potential customer, how to persuade him to buy by
Introduction - general ideas
You should always remember what you want
to do! Your goal! You want to sell or to talk? SELL
is the answer isn't it? So that is what you have to do. Stop putting
words where there is no need to. Be concise and thorough. Point
out the reasons why the customer should buy. Concentrate on the
To sell you have to excite your prospects
and establish credibility. And to achieve these goals
you must use words! There's no picture in the world that can make
someone purchase anything (unless that someone wants the picture
itself, of course). Images, usually, share little information. Words
make the information travel and they convince us to take action!
A small note: In some special cases, a picture can be more
effective than 1000 words. Charts are such an example. Also, if
you design banners, you must use lots of samples to prove that you
are really good. There are other situations too, when numerous graphics
are a must.
OK... So we established that you're writing to sell. Now try to
imagine your ideal customer. Write like you'd be talking with him
directly. Face to face! Get into his head! Make him feel that those
ideas were written especially for him, that you were thinking about
Him (and like him) when you wrote those lines, not
about You. (Which by the way, means that you indeed have
to think about him when you write.)
Expanding those ideas (a little bit)
Make a profile for your ideal (average) customer: Senior
citizen? Freelancer? Family? Single? Partners? Experienced surfer?
Newbie? Poor? Rich? Traveler? Special interest (hobby)? Risk-taker?
Optimist? Depressive? College? University student? Teenager? Male?
Now, that you know whom you're talking to, you should have a general
idea on how to make this particular individual believe that his
life will be much better if he buys that thing that you are selling.
You have to convince him that he needs your product! So
you have to get him to think like this: "Things would be a lot easier
(faster or/and better) if I only had this thing!". Or: "What a beautiful
gift would be this ... for ....". Or: "This guy knows a lot about
this subject. I could learn so much from him! I'd better buy this
book/software/etc. and learn/use all this knowledge".
Don't expect the customer to put words into his mind by himself!
Tell him exactly what you want him to think:
" What a great gift would be this specially designed diamond ring
for your beloved fiancee! What a greater sign to prove her that
your love is more powerful than ever? Give the most precious of
all stones to the most precious person in your life. Just imagine
her smile when she will receive this gift! Do the right thing and
make her happy. Even if you don't buy this ring now, remember to
tell her today how much you love her and how much she means for
See? "Do the right thing!" and let him decide. And that added thought
about his wife - he will remember your store (site) for sure if
he decides to tell her that day that he loves her and they spend
a beautiful day together. Either way you win something. (God knows
what will happen if they have a bad day.) :o)
Write in the form of a direct discussion with your prospect. Answer
the main questions that every customer must get answers to: What's
in it for me? Why should I believe you? Why should I buy from you?
As you can see, people are concerned about themselves and only
about themselves, so you have to make them feel that you care about
them too. To do that, you have to talk
about their problems. If you will use the words "you"
and "your" about 6 (six) times more often than the words "we", "I",
"me" you have very much taken care of that. Talk about the customer,
not about you!
There are many other words with the power to influence people's
decisions when it comes to buying stuff. Some good words to use
are: free, love, amazing, save, new, benefit, gain, money, happy,
proven, guarantee, fast, results, discover, have you, have to, now,
fun, value, easy, yours, healthy, natural, magic, secret, comfortable,
proud. There are of course bad words: buy, contract, death,
bad, loss, worry, taxes, wrong, difficult, sell, fail, liability,
cost, obligation, decision. However, don't think that these words
shouldn't be used. Just be careful when and how you're using them.
Making people feel comfortable
The site's appearance is very important. But the site must also
be easy to understand and use. Take the sales letter for example.
It has to be easy to read. As anything that will be read off the
screen of a monitor (articles, e-books, sales letters, e-mail messages),
it should be written using short paragraphs,
followed by a space line. It takes time to read long paragraphs
and most people that surf the internet are in a big hurry.
For them many short paragraphs seem to be a lot easier and faster
to read than a few long ones.
Here's a personal statement: I used not to read articles
at the time when I found them. I used to just run from one site
to another in search for other and other articles and sites. I read
these articles and sites offline! Only from time to time, when I
stumbled upon a powerful headline or something, I stopped to read
some of the information on a particular page. And I bet I'm not
the only one that uses this technique. Because many people pay for
being online, you may expect them to be in a big hurry. Perhaps
not that big like mine, but a big one anyway. :-)
People's lives revolve around habits. Some are personal habits,
some are group habits. But some are pretty general habits, as is
the case with the act of reading. Our brains learned to cope with
the increasing amount of information and one thing that they do
is to select and remember important info and discard unimportant
or less important info. That's why most of us share basically the
same reading habits.
Now, for a web business, the act of reading is particularly important
when it comes to the sales letter. How do people actually read it?
Well, they usually start with the headline (the first text lines).
If the headline passes the test, and that means that it makes them
curious, they will take a look at the subheadings. And again, if
these pass the same test, they will actually read the content of
the sales letter.
Of course, if the visitors don't like the content too, they will
leave your store before they reach the end of the page. So the content
is very important too!
And a little tip for you! It's quite common for people to read
with special care the post scripts. So I strongly advise you to
use a Post Script and list there the most important benefit(s)
of your product. Also, you should post on the order page a similar
list of benefits (maybe the subheadings that you used in the sales
letter). Some people make a habit out of saving the order pages
of their favorite places on their computers and review them later.
By restating the main benefits, you can easily reinforce people's
More tips and tricks
After closing a sale, open a "thank
you" page or send a "thank you" email message.
Don't miss the opportunity to offer yet another product! Up to 30%
of your customers will bite on this offer as they are already in
the mood to buy. If you don't have another product, recommend some
products from companies that you are affiliated with (but no more
than 3). Make sure that those companies offer great products before
deciding to recommend them to anyone!
To get better results, make that offer sound special: "for
our customers only...", "to be of help we searched the web for you
and we've found this .....". If you can, offer/cut a special
deal for your customers to make the offer more appealing. Writing
a personal testimonial, after you establish the right amount of
credibility, is one of the most successful techniques used. Beware!
Use the products yourself, don't write from your imagination! The
customer is too important for you to lie him.
The length of the sales letter is a subject of never ending
dispute. My advice to you is to make it as long as you need it to
be. You really should include all the benefits that you can think
of even if this means that your sales letter will be quite long.
Note though, that longer sales letters usually outsell shorter ones
(perhaps because the long ones offer more information on the product),
but very long sales letters are usually not that effective. To accommodate
all types of visitors (those that have time to spend and those that
are in a hurry), you could provide a short and a long version of
your sales letter. Let them choose which one they want to read.
When you are designing your site, take into account the fact that
with every click on the mouse required from your visitors, you lose
customers; they lose patience and interest and thus leave your site.
That's why it should take two clicks (consecutive links) at most
to get to the order form from any point in your site.
Make yourself available
Somewhere in the site post the company name or your full name,
and give detailed contact info
- a real address (not a PO box) often boosts your credibility to
the roof, because people feel that they can track you down in case
there's a problem. I don't know though, if posting your address
for everyone to see (and steal) is such a good idea.
Other means of contact: email, ICQ ID, cell phone or/and home/office
phone. Hire someone to answer the telephone or at least have a robot
take the messages, to enable people to ask their questions even
if you are not instantly available.
Answer promptly! People don't like to wait for answers! (I know
I don't!) Even 24 hours can be too long, especially if the customer
needs the product fast but he doesn't want to purchase it until
he knows more about it. Very often people try to find out if the
customer support is as good as it should be, because usually there
is a connection between this and the trustworthiness of the company.
So answer all questions - fast!
Designing a business site - basic tips
A personal opinion: Have you seen those sites asking you times
and times again to buy? I find this to be a very annoying and distracting
technique to use. It's exactly the same technique that salesmen
use. You enter in the store and they jump to ask you what you want
to buy. Or they see you looking at something and they immediately
start to tell you how great that thing is. They just don't seem
to understand that you were only looking! This kind of sales effort
makes people leave stores (and sites) faster than they should!
Why not keep things simple? Say what you have to say and ask to
buy with short, built-in content, sentences (links to the order
page). Don't waste your customer's time. For example, I tend to
lose focus and grow really angry when too many calls for action
are posted in a sales letter. Also, I feel pushed to take action,
a fact that I hate. And most people feel the same way. A method
that I would prefer would be to present some benefits of the product
and then ask to buy. In all, about 4 calls for action inside a sales
letter should be enough in my opinion (3 or 5 if the sales letter
is rather short, respectively long).
Provide links to all your store's pages from every page of your
site. When you're just starting and your site has only a few pages,
this task can be easily accomplished. Later on, as your site will
grow, you'll have to stop linking so heavily. Instead, you should
separate your site in different sections.
The order page on the other hand must be always within reach. Remember:
this page should be no more than 2 (two) clicks (links) away. When
people buy, the decision is usually made on impulse. It comes in
the form of an urge to buy. An urge that often lasts only a few
seconds. You don't want to lose those seconds by making you customer
click 10 links to get to the form where he can fill the credit card
The order page shouldn't have links to other pages. The
customer is where you want him to be, so you have no reason to offer
an opportunity to leave. Make sure that before the customer clicks
the "Buy" button, you convince him that his credit card
information is secure by giving good credentials or mentioning what
third party company processes that information. Use secure pages
to collect the credit card information. People are very concerned
about security when they're filling in their credit card information
and sending it over the Internet. Make sure that nothing bad will
happen. Be certain that your customer's credit card info is as secure
as it can be. If anything bad happens, most likely it will be considered
How to write the sales letter
It is statistically proven that people make an impression about
a site in the first seconds that they spend on it. They decide in
a flash if they will spend more time on the site or just click away.
It's the headline that has to have the
power to demand attention and convince people to stay.
It should make it clear what you have to offer and tell What
Makes Your Product Different. The best attention demanding
headlines seem to be the negative ones like "Stop ...."; "Don't
..."; "No ...". Write this headline using a heading tag
(H1 or H2). If you want to, Capitalize The First Letter Of Every
Word. Also, the headline must include the most powerful benefit.
Think about a phrase that can establish your name/place in the
trade market. "Always Coca-Cola!" rings a bell? Make your phrase
as specific as possible and include the most important or unique
benefit in it. Make it your headline!
Take a lot of time to think about and improve the subheadings.
They are what most people will read when they visit your site. And
that's the reason why they should be really
persuasive, create interest and establish credibility.
Each one should include at least one benefit and they have to seem
"real". Here's an idea that I like: turning the subheadings into
links to the order page.
Take good care to make your sales letter run smoothly. Every paragraph
should be linked to the next one in a subtle manner to make the
reader go deeper and deeper inside the page. A bad example is this
very page think. But I'm not trying to sell anything here!
Keep in mind that you can not sell anything to
everyone! Some people need or want your product. Others don't,
and it's very hard to prove them that they do! Even if you could
eventually convince them to buy, it would take so many words, that
you risk to drive away the customers that are already willing to
buy! A sales letter that's too long drives away many potential customers.
My advice (and not just mine) is to stick with those visitors that
feel like buying in the first place, as they are the most likely
To make your customers spend more time in your store (on your
site), and thus increase the chance to close a sale, you need to
intrigue interest, create curiosity and to prove people
that you know what you are doing.
Provide details about your product to prove people that what you
are offering is better, or faster, or easier etc. than any other
product on the market. Make the prospect believe that he will be
happier if he gives you the money in exchange for the product than
he would be if he would choose to live without the product. Capture
the reader's attention by using phrases like: "But wait, there's
more...", "Here comes the good part..." or "You'll be amazed
when you'll read this..."
Keeping in touch with your customers and
Place a subscription form on every page of your website to collect
the e-mail addresses from your potential customers. Write
articles to promote your site, include the subscribing form, and
allow these articles to be freely published (in their original form
and with a link to your site). Write a free e-book and include the
subscription form on every page on that e-book.
Now, many people are very concerned about spamming and about their
privacy in general. They have good reasons to be that way. That's
Spam! If you don't know what spam is, please visit spam.abuse.net
to learn more about it and why you should avoid using it.
Ask your visitors and customers for feedback.
There's no better way to improve your store and/or product than
asking people directly what they feel about them. You may not like
what you'll hear, but you will surely benefit from finding out what's
wrong with any of them.
Offer great customer support!
Everyone loves good support and many individuals buy stuff only
from those sites that make it easily available (usually by e-mail).
Make it easy for your visitors to ask
you questions (set up a form in which they can post their
messages and e-mail address). Provide the answers as fast as you
A more advanced solution is to create
a forum or discussion board where visitors or customers
can ask and also answer questions. Answer the questions that don't
get a response in a few days after they were posted. If you don't
know the answer (it will happen, nobody's perfect) or if it is too
long, point out a site on the net where such information is or might
Hint: You just started your forum? Your visitors are not
posting any questions or answers? Offer a freebie for posting a
number of meaningful messages in a certain period of time.
To keep in touch with your former visitors and customers you must
create a newsletter. It can
also bring profits because you can sell space for ads. As a general
rule, avoid sending your newsletter too often. Most of us receive
many e-mails each day and sometimes this thing becomes annoying.
Too many e-mails from your part might determine people to unsubscribe.
Set your newsletter from a weekly to a monthly release! Provide
an easy way for unsubscribing, otherwise you'll use spam and not
even know it!
Mention your products in the newsletter. After all the interest
is to close more sales!
If a newsletter or a forum are not the things for you, a simple
guest book will make your site slightly more interactive and help
you build a bond with your visitors.
There is a downside in creating a bond with your customers and
visitors. In time, it may become really hard to keep up with their
increasing numbers, mostly because you will have to answer too many
e-mails every day. This is a very time consuming task! Using an
autoresponder can ease up this up to a point. You can also set some
autoresponders to send e-mails at defined periods of time to remember
your former or potential customers what products or special offers
you have. This is a very important feature
because e-marketing experience proved that it often takes
more than 7 contacts to close a sale!
Autoresponders can also be used to send thank you messages after
closing a sale or when a person subscribes to your newsletter, welcome
letters when joining a club or a forum, and order confirmations.
E-marketing issues - Pricing your products
Some internet marketing experts say that you should sell
more than a single product on your site. And I agree!
It makes perfect sense because it makes visitors feel that they
have a choice. Also they might buy a product and come back later
to buy another one. Many online stores make most of their profits
through the means of recurring sales. Former customers can be that
Imagine that your store offers three products. The first is a basic
form of the product (the lead product): basic features, great stability,
unique design, support for a fee - at 49.95$. The second product
features many in depth properties, free basic customer support (email
only) at the price of 149.95$. The final one is the fully developed
product - "the pride of the company" - with free full
customer support by e-mail and by telephone and other "free" bonuses
at the price of "only" 499.95$ (you have to pay the person that
answers that phone - that's the main reason for such a high price).
See? A solution for every pocket! Everyone can purchase a version
of your product.
Another idea about pricing: is it really easier to sell one 1000$
product than to sell 50 products for 20$ a piece? Most e-marketing
experts would say yes. However, I have serious doubts. How many
people afford to spend 1000$? On anything! Very few, of course!
On the other hand anyone affords to spend 20$. And if you market
a 1000$ product, how much it actually costs you to manufacture it?
Even 300$ for a single product is very much when your business is
Things are not simple at all when it comes to pricing. But there
are, as always, some things to take care of first. Before you even
start to actually manufacture the product you have to estimate the
actual cost per item. Include the raw materials, the initial investment
in machines and such, the cost of labor force, etc.
After you come up with the estimate, put... 10% on top of that
as a risk margin. Why 10% you ask? I don't know, I just made that
up! Choose your own risk margin, as things might not run as smoothly
as you initially think.
Now it's the time take a look at the competition's product: features,
prices, sales letters etc. Calculate an average price for very similar
products that you found from other companies. At this average price,
calculate what would be your profit (per item). Is it OK? If not,
you might have a problem.
Here is one long term solution: increase the actual value of the
product until it gets to be far better than your competition's.
Now you can ask even more for it. As much as you need to make the
profit that you need. People will pay to get the best there
is! Notice though that expensive products are affordable to fewer
But what if you already calculated a BIG profit? Then, to establish
yourself as a leader, you might want to try asking smallest price
in the industry. In a short time, you might own the leading company
in the field. I bet you'll like that!
Here's another tip to increase the number of sales: make the price
of a product smaller (make a special offer) for a week or
so. Promote this offer for some time before it actually becomes
effective. Your business will benefit from this offer in many ways.
People will hurry to buy the product while it's cheaper. Perhaps
they will buy other products too. Many individuals will visit your
site just to see the details of the offer. But, some of them will
buy the product. Some will purchase other products too. Others will
see the offer and what else your store has to offer and tell other
people about it. That's free advertising! Others will come by, keep
the name of your site in their minds, and come back another day
to buy. Finally, some will just come and go (hopefully not too many
Pricing it's a never ending problem. Even if the price is set for
now, you can not afford to stop thinking about it. The market's
demand changes very quickly (especially on the web) and you have
to keep up with it. Today's price, can be in a month or two, too
high, and people will not buy the product anymore. Or it will become
too cheap. If this is the case, not only that you'll lose money,
but some of your prospects might think that "there must be something
wrong with this offer; it's way too good to be true." And the total
number of sales might actually decrease.
Good news! Sometimes, even if the price is high, you might be able
to leave it that way, without losing sales. Instead of reducing
the price, the approach should be to improve the image of that product.
In many cases it matters less what the price is! What matters more
is the image of the product, because it builds its perceived value!
So what has to change is the image, not the price! And it can be
improved by means of persuasion. You also have to increase trust!
Both in you (your company) and in your product.
Fortunately, it doesn't take much to do this! All you have to do
is to use words. It might help to forget all the rules or to break
them willingly. You may choose to take your customer by the hand
and describe the product in detail, or to put a gun at his head
and make him decide: buy or die! Each approach has its advantages
and its disadvantages. If you are too courteous, you might seem
weak. If you are too violent in your sales effort, you might hurt
people and send them away. Balance these two aspects. Be anything
but a mediocre salesman. Be a sales wizard!
I almost forgot. The image of the product should be the product.
Build an image that seems real. If the product's description appears
to be too spectacular no one will believe it. An unbelievable image
can be worse than no image at all.
Getting back to general pricing techniques, here are some special
- a free sample of the product (fewer features, beta version etc.);
- offer more products in a single package at a smaller total
- give the product for free for a limited period of time or a
limited number of uses;
- offer a rebate after they buy the product (most people forget
to apply for it);
- give the product now and receive the money later (when the
customer has the money on the credit card);
- let the customer pay in multiple smaller amounts instead of
a single big amount;
- sell a basic version of your product for a reasonably smaller
price, or even for a ridiculously small one in the hope that you'll
make people want the full featured product;
- if you're selling an e-book you can sell or offer for free some
sample pages. You can turn important portions black to make them
impossible to read and thus increase curiosity;
- present a low and a high priced version of the product side
by side. People usually want the better one, even if they'll pay
A small, rather unimportant idea: You've
done everything you could do, and still very few people are buying
one particular item? Get in contact with the owner of a site and
convince him to include your product as a bonus along with one of
his products in exchange for a small share of the profits. You both
may very well profit this way.
The highway to your customer's heart - Trust
Fact: to sell online, you have to gain trust - FAST! And there
is no better way to do this than with testimonials.
However, testimonials are not the lines of text that you make up
yourself. They have to be real. And you have to prove that they
are real. Each testimonial should be signed by the customer that
"released" it and it should also provide a way to contact
that customer (an e-mail address at least).
You're not receiving any testimonials? Ask your customers for
some. They might answer to your request. Select the best testimonials
that you receive and post them inside your sales letter to back-up
your words. If you have a lot of them, create a testimonials page.
Still no testimonials? Offer your customers a bonus for a TRUE
testimonial. But... isn't that bribery? Yes it is! So don't do it!
There is a method that works especially if you just launched you
site. And here it is: search for some experts in your field. Get
their name and ask them (use their name when you establish contact)
to say a few words about your newly launched product. Notice that
if they agree, you will have to send them the product so that they
will know exactly what to say about it. Wasn't that obvious?! :o)
Point out the fact that you will include their signature file (links
to their sites). All of them refused? Perhaps you forgot to offer
the product/service free for their entire lifetime (or at least
as long as your business exits if you provide a service) so that
they will have an immediate interest in doing this.
If you still have no positive answers, give the product for free
to anyone in exchange for a true testimonial. Anyone but
your mother, brother or any other relative... :)
More ideas about making people buy the product
A so called "mistake" is that of listing and describing
the features of the product. That's because although features
tell a lot about the product, they do not induce a personal reason
for the customer to buy. There's nothing that links the person to
a feature. Benefits create the link between
the person and the product!
Don't expect people to think about the benefits when they read
the features. Point out the benefits for them! Who cares that your
product is "white"? It's "white" all right. So? What's that got
to do with me? "This product's color is a specially designed (or
perfect, or snow-like) white, that gives "the product"
an intense note of elegance and - Wow! - increases the room's luminosity
with 15 to an outstanding 40% and thus gives you all the light that
you need to feel comfortable."
This goes hand in hand with the idea of "educating your customers".
They might know they want a bathtub, but they might not know what
special features a bathtub can have. And what those features "feel"
like. That's why you should explain them! Instead of simply listing
the features, add and explain the benefits for each and everyone
of them. Say "what's in it" for your customer and you will increase
the perceived value of the item with every single benefit that you
Every little benefit has to appear in the sales letter. The features
must appear too, but your site should focus 100% on the benefits.
Use headlines and subheadings to stick
the benefits in the eyes of your customer. Bullets are
Keep in mind that you're not selling a "thing", but the idea
of that thing. You're not selling a product, you're selling
the image of that product.
People don't buy only with their logic, they buy with their emotions
too. They don't buy only because of what they think
about a specific product, but because of what they feel
about it too. And often they even buy something that they don't
necessarily Need, but something what
they simply Want. So convince them
to want, to desire your product.
Rule: don't lie or you'll ruin the customer's trust. He'll
not only stop buying from you, but it's possible that he'll spread
the word and this can destroy your business!
If you really want to close a sale, you must show confidence in
your product by offering a 100% money back
guarantee. Even more, use a no
question asked policy. A 30 to 60 days guarantee period
is usually a reasonable offer. Which should you choose? 30 or 60
days? Well, it depends on the how much you actually believe in your
product's quality, but you might want to know that I read that an
increase of the guarantee from 30 to 60 days boosted sales with
well over 20%. Even 50%.
If you offer a guarantee, make sure that you have a quality product
and that your price is not disproportionately high compared with
the value of the product (the value in your customer's eyes). If
you fail in achieving this, not only you'll receive lots of refund
requests and lose a lot of money (perhaps even face bankruptcy),
but your business will soon develop a negative image. The Internet
is a great communication tool and bad news can travel very fast.
Don't make your product a bad news!
A personal note: Benefits are great. They go a long way in helping
you to educate your customer. But, as I think about them, I cannot
stop thinking that in the end, the reason why I choose a product
has very little to do with the benefits. When I chose the web hosting
service for example, I knew that I wanted the servers located in
USA, I wanted 10 Mbytes disk space, the latest version of PHP and
MySQL, great support, and other things like that. It had no influence
on me what great things could be accomplished with PHP for example.
Because I already knew those things. And I knew those things because
I spent time to search and learn what I needed and then I looked
for that thing. And I bet that's what most people do. They don't
just jump on the first offer simply because it seems great. They
search what's on the market. And they take the decision to buy by
counting the features, not the benefits. That's what I think!
The freebie trick
Giving away free stuff can be a great tool in building customer's
trust and in enticing visitors to buy. Still, you should take care
not to turn your site into a freebies site. Unless this is what
you want to do, hehe!
Too much "free stuff" will make you lose money if your run a business
that wants to sell. One or two free items should be enough. A weekly
posted article or another free informational product might be a
good idea to increase traffic and determine visitors to come again
and again. Ultimately some of them will buy your product.
A little trick: to make the visitor search inside your sales
letter, tell him that inside it there is a hidden link to a special
freebie. He will try to find it and he will read some of your headlines
(even the whole page). If he does that, you stand a better chance
to sell what you have to sell. Don't "forget" to keep
your promise: post that hidden link to the freebie. You should also
hide it. Don't hide it that well though! :o)
Advertising - sometimes you just have to
A goal that you MUST achieve
is to earn at least 1.00$ per visitor.
When your business will grow, you'll need to be able to pay for
advertising. If your visitor's value is high enough, then and only
then, you can afford to pay for ads. And, unfortunately, from a
certain point on, paid advertising becomes a must in order to keep
your business growing at a constant rate. That's a moment that you
have to get ready for!
Besides, psychologically speaking, when an individual knows that
a company affords a good advertising campaign, he will trust it
more than another company that doesn't advertise that much. Even
if that company's products are rather "common", he will still think
that: "If they can afford a good ad campaign, then they must be
making some serious bucks! Otherwise they would not advertise so
heavily." (Unfortunately things are very often exactly the opposite:
unreliable businesses bet their money on extensive advertising)
What would you think if the Coca-Cola Company would cut their advertising
budget to almost null? No TV ads, no banners, no sponsorships.
Although you don't need to see a Coca-Cola ad to remember to buy
this soft drink, you will definitely think at some point: "Something
must have happened with them!" This would be your words, right?
And soon everyone will think that way. Such a rumor can kill even
a big company. As customer's confidence drops suddenly, so will
Yes! Advertising is a must to boost sales! But at certain points
is becomes like a drug! Without it people just don't trust you as
they used to! And to keep your business growing, it takes more and
more amounts of money spent on advertising!
Finishing the sales letter
When you feel that the sales letter is finished, verify if there's
anything more that you could do:
- offer more value (include some bonuses or find more benefits);
- be more clear and concise;
- improve the benefits;
- improve the guarantee;
- be more interactive;
- keep it "real" - remove skepticism by justifying
- use a stronger call for action;
- include more testimonials;
- offer support.
After you take care of those problems, then - and only then,
ask a few friends for feedback. Ask them to be sincere
and tell you all that they don't understand or that they don't feel
to be right in your effort to close the sale. Use this invaluable
feedback to fine tune the sales letter.
Now you're ready to run it for a while! If you are getting a
5% conversion rate it's Great! Usually,
the response is between 0.5% and 2%. However, it should never
get under 0.3%. If it does, you've got a problem. Or your sales
letter is not good enough, or the traffic is not targeted enough,
or there is not enough market for your product. :(
Final considerations: There's always room for improvements
in your sales letter. But, when you make changes in your sales letter,
make them in a step by step (one by one) manner. By doing them this
way, you'll be able to track the effects of the changes that you
made. You don't want to completely ruin what you have done so far,
The definitive rule to customer's happiness: Always
over deliver. Promise, keep your word and do a little extra.
PS. Nothing important. But... do you remember
what I told you about the PS? Well, now you know it's true. Everyone
Web page design tips
How to advertise your website