Your attention
getting
pre-headline can
go here
to setup your
main headline,
it should not
take
up more than 2
or 3 lines and
half way
across...
"Your Benefit Oriented
Main Headline
Goes Here, It's A Good
Idea To Make
It In Quotes, Capitalize
Each Word,
And Make It An Inverted
Pyramid
By Adjusting The Line
Lengths
Using Shift-Enter At The
End Of The Lines"
Here is your first
sub-headline to amplify
the benefits
or competitive
positioning of your
offer
From: Firstname Lastname
RE: Attention getting
topic line
This is your opening
paragraph, it should
draw your reader into
your page, hold their
interest, and make them
want to continue to
read. You could tell
them the two or three
major benefits they
receive from reading
this letter, or you
could state a little
know fact or ask a
question that creates
curiosity as to what
you're about to reveal
to them.
Sub-Headline Into All
The Benefits They Get
Now
you want to pile on all
the benefits your reader
receives, like this:
-
This is not the time
to make a list of
the features of your
product or service.
No, you need to tell
them the end result
they get from those
features... the
benefits, and notice
there is no period
after each of these
bullets, you may use
an exclamation
point, but sparingly
-
Benefits are the
positive results
your customer gets
-
Features are the
characteristics and
specifications of
your product or
service
-
To help you come up
with benefits, start
off by listing all
the features of your
product
-
Then come up with
the resulting
positive benefit
that your customer
gets from that
feature
-
The best way to see
how to do this is to
look at successful
salesletters
-
Once you have your
benefit list, make a
list of them in your
salesletter using
headlines as Benefit
Bullets. It's kind
of like a rapid fire
presentation of the
major benefits your
customer gets when
they buy your
product
-
And you can see I've
alternated font
settings to help
give a little visual
relief... (bold,
then default, then
bold, then italic,
etc)
-
And much, much more!
Sub-Headline Into Your
Irresistible Offer
Now
they're primed and ready
to hear your offer.
And if you're good,
you'll make them an
irresistible offer.
An offer that provides
more resulting value
than the money you are
asking them to spend
with you.
In other words, a
terrific deal for the
customer.
In addition to your
product, you may build
more resulting value to
your offer by including
special bonuses, a
longer guarantee, after
the sale services for
free, special package
pricing, etc.
And make sure to tell
your customer all the
reasons why these extras
are valuable to them.
Just like in telling
them the benefits of
your main product, you
must also tell them the
resulting benefits they
receive from the added
bonuses you're offering
them.
Take Away Their Risk...
Give Them Your Guarantee
Now
let's overcome their
last fear of purchasing.
You've got to reverse
the risk.
You, the seller, must
take the risk in this
transaction.
You give them your 100%
money-back guarantee,
and for the longest
period possible.
Think about, isn't that
what you want when you
make a purchase?
You want to be assured
that if this doesn't
work, or if it's not
what the seller has
promised, that you can
get your money back
without a big fight.
Most likely you already
will refund money to
someone who is not
satisfied with your
product or service,
life's too short to have
unhappy customers, isn't
it?
So all I'm saying is
promote your guarantee,
make it an integral part
of your offer.
Sub-Headline Into
Warning - It's In
Limited Supply... Tell
Them, They'll Want It
Even More (The Scarcity
Persuader)
Now
let's time to poke and
prod just a little.
You've answered the
reasons why and helped
justify their buying
decision, but still they
need another emotional
stir to get them to take
action.
Enter in... Scarcity.
People will buy now, if
they believe what you're
offering them is scarce.
Now it may be the number
of these you have
available for sale, it
may be a time
limitation, it may be
that your pricing is
going up... whatever it
is, you must tell them
they need to take action
now, or miss out on this
offer.
Tell Them Exactly How To
Order Now
It's time to tell your
reader exactly what to
do ... Buy! And how to
do it.
You must give them
precisely the how, what
and when of ordering ...
and do so in a very
clear manner.
Don't confuse them now,
they've already decided
to buy, and now it's
your job to make it easy
for them to do so.
Let them pay you. Take
their cash, check,
credit card... by
internet, phone, fax, in
your store or office, or
by mail.
Let them order whatever
way the want, but let
them order.
And tell them exactly
how to do it.
Price:
$16.00
Click
the Buy
Now
button
To
Secure
Your Low
Price!
Secure
Payments
Made
Through
PayPal
|
|
Sub-Headline Into - Tell
Them Exactly What
Happens If They Don't
Order Now
Tell your reader what's
going to happen if they
don't order right now.
Tell them how they will
miss out on getting all
the resulting benefits
you're offering, how
they will still have
their same problem to
solve, and how their
problem will only get
worse.
Remind them of their
pain, and how it will
continue, and get worse
without take buying
action.
And
then end this section
with something like...
Go
ahead and order right
now, I know you'll be
happy you did.
Sincerely,
(optional Firstname
signature graphic here)
Your Firstname Lastname
P.S. In PS one, you want
to restate your offer,
discuss the major
benefits and tell them
to take action now.
P.P.S. In PS two, you
want to restate the
scarcity factors and
what pain they will
continue to feel if they
don't buy now.
P.P.P.S In PS three,
reemphasize your
ultimate benefits,
restate your guarantee,
and anything else that
would matter in closing
the sale, and tell them
to order now - your PSs
are a quick summary of
your salesletter ... all
in rapid fire sequence
... and it's probably
the second most read
part of your ad or
salesletter.
Price:
$16.00
Click
the Buy
Now
button
To
Secure
Your Low
Price!
Secure
Payments
Made
Through
PayPal
|
|
Your Firstname Lastname
- Your Company or
Website Name
Your mailing address
and/or physical address,
City, State, Zip
Phone: 999-555-1212
Email: you AT
yourdomain.com
Website: yourdomain.com
(c) 2007 Your Company or
Website Name - All
Rights Reserved. |