If you’re doing any type of internet marketing that requires you to create sales letters or landing pages, you need the appropriate combination of components like pre-headlines, sub-headlines, guarantees etc. To increase your immediate conversions.
First and foremost is Always…
1. The Headline:
You need to get your readers attention instantly.
In order to get a hold on their attention, you should try to speak directly to your target audience. One way to do this is to use a pre-heading, in smaller type, just above the main headline. It’s a little like shouting out someone’s name in a crowded room. It gets their attention over the noise. It says in effect: ‘to all publishers. . This is for you ? take a look!”
It additionally gives you two shots at getting attention. Here’s an illustration of a pre heading: ?If you haven’t made a million dollars online yet . . . Read this?
That then leads the reader into your key headline, which should contain the main benefit of the product, preferably with a time range. For example, ?How To Change Your Life In Thirty Days As A Copywriter- .
2. Immediately support the statement made in your headline (which should be as outrageous as the proof will allow), with a testimonial (preferred) or some other proof (such as checks, bank statements, merchant account screenshots, etc.)
3. You could have a sub heading, explaining the benefit in more detail. After which you gently guide the reader into the body of your letter and build appeal by establishing your credibility, showing them you are just like them and demonstrating you have the knowledge, information and experience to solve their dilemma.
Note: This the only time you should talk about yourself, rather than the prospect’s problems and desires.
4. Identify the problems/sympathies with the reader, and then lay on the agony of the problem using the most graphic terms possible.
5. Introduce the product as the ideal solution. Then, stimulate the reader’s desire with the product’s benefits and explain what these benefits can do for them. For example: This home theater system has a digital graphic equalizer (that’s the feature) that means you can adjust the sound profile (that’s the benefit given by the feature) which means you can match the sound to the room, so your favorite music sounds great in any room of your house (that’s the higher level of benefit, demonstrating the product in a way the prospect can personally relate to).
6. Heighten the reader’s desire by presenting them with testimonials from fulfilled customers, which show the product in action. This not only provides proof of your product’s effectiveness, it also provides Social Proof, which reassures the prospect other individuals have already bought and are pleased.
7. List any extra items the reader will get as part of the basic package (excluding any time-sensitive bonuses you’re keeping for later). Also deposit a scarcity element into the conversation at this point ? or earlier. For instance, there are only a certain number of this particular deluxe model available.
8. When the reader is reeling under the full impact of all what he’s going to acquire, point out the fact that this package is superior so that they?ll easily understand that it’s not going to be inexpensive. Then build additional perceived value in the mind of the reader by comparing the cost of some alternative high priced solution, like a personal consultation.
Now reveal the price. Which at this point will be minimimal in comparison to the high price the reader has just been made to focus on. Always include a reason why you can offer this product so cheaply, while retaining all its virtues. For example, it might be a digital product, so there is no shipping cost, so you are glad to pass on the savings to the prospect.
9. Enhance the allure of the offer even further by listing the bonus items they can receive provided they order by a specific deadline. An alternative ? and even more effective technique is to offer the first X number of buyers the bonuses. This adds a extra element of danger.
Because, with a fixed deadline, the prospect will ?put off? purchasing until five minutes before your bonus deadline ? assuming they don’t fail to remember all together. But by introducing the notion of a scarcity ? and an unknown scarcity at that, you can really light a fire under your prospect. After all, the more they desire the product, the more they believe that someone, somewhere is snatching up the last copy right now!
10. Introduce your guarantee. This should be as generous and as long (60 days minimum) as you can make it. Try to make sure the customer actually comes out better than when they started if they excercise the refund option. For example, you can allow them to keep the bonus items, even though they get a complete refund. A good robust guarantee will go beyond simply reassuring the customer they aren’t taking a risk. It will also validate your absolute trust in your product.
11. Always seek immediate action by stressing the scarcity dynamic you implemented back in technique #7 and working on the prospect’s self interest by showing what they will lose if they don’t proceed quickly.
12. Include a couple of Post Scripts. One can reaffirm the main benefit and the other can advise the reader of an additional loss they will suffer if they don’t act without delay or another benefit they will gain – i.E. (peace of mind, once they?ve ordered the product or discovering the secrets five minutes from now ? if it’s a downloadable product)
13. Lift letter. It’s always beneficial to include this as a last opportunity to influence a wavering prospect. In traditional mail order this would be in the form of an envelope marked ?Open only if you are still undecided?. On the internet, this would simply be a ?Click here if you’re still undecided? button that takes the prospect to an extra page on your website.
Either way, the prospect would then see a new page with all the testimonials listed and a statement to the effect that all these people had gone through the same dilemma as the reader is now going through. But all the folks who wrote these testimonials finally ordered the products and were very pleased they did ? as the reader will be also. . . It’s also a good idea to repeat the guarantee and list the bonuses here that will be lost if the reader doesn’t order right away.
It’s a proven rule of getting the customer to take action, that they are more motivated by the notion of what they will lose rather than by the notion of what they will gain.