As a freelance copywriter, I’m often asked to write sales letters for internet marketers and online business owners, and there are 5 crucial elements that I always make sure are present in every single one of them.
And here they are…
1. Testimonials – When buying any kind of product or service online, people like to be reassured that it actually works! It’s not enough simply telling your readers how great the product or service is, and how it will make their lives better. After all, you’re the one benefiting if they purchase, so your word only holds so much weight. A testimonial from a satisfied customer, however, can provide the proof that the prospect is looking for, and convince them that the product actually does what you’re claiming. When including a testimonial on your sales letter, always include the full name and location, and a picture of the person if possible. It’s also a good idea to include their website address (if applicable) so that the reader can check them out. If your testimonial is genuine, why hide anything?
2. Money back guarantee – The inclusion of a money-back guarantee towards the end of a sales letter can act as a hugely effective convincer. If a customer isn’t sure whether or not to take the plunge and purchase the product, taking away any financial risk can be a very effective technique. This way, the prospect will be far more likely to purchase the product or service, safe in the knowledge that they can claim it back should they change their mind or discover that it’s not for them.
3. Postscript – When reading a sales letter, many prospects skim-read the copy, often all the way down to the very bottom of the page in search of the price. When this happens, all of the time you’ve taken writing the copy, positioning the testimonials, choosing the images and adding screenshots, can be wasted! This is why a postscript is crucial. It’s here that you can list the main benefits of your product or service and emphasise any important points, like the discount you’re offering or the time-sensitive nature of the offer, for instance. And if the reader HAS read the sales letter, the postscript acts as a final reminder of why they NEED your product and what a great deal it is that they’re getting!
4. Bonuses – It’s not enough anymore to simply sell an e-book online, and expect someone to hand over £50. Savvy customers are now demanding more for their money, and the addition of a bonus or 10 is commonplace. Whatever product or service you’re selling online, there will be competitors selling something very similar. So you need to stand out from the crowd and offer something different, and more valuable. Well chosen bonus products will do this. They can add a huge amount of value to the offer, and if the prospect believes they’re getting good value for their money, they’ll be far more likely to purchase.
5. Call to action – The call to action is arguably the most important part of any sales letter. You need to make it clear what you want the prospect to do, or they may well end up clicking away from your web page and heading elsewhere. In most cases, you want the prospect to click on your order button and buy the product in question, but you can’t be too direct about this, or you’ll risk losing them. A colourful, well designed and prominent order button positioned towards the end of the sales letter is a good way of achieving this goal.
Whether you’re writing the copy yourself, or you’re hiring a freelance copywriter to do it for you, make sure that you include these five elements on all of your sales letters. If you do, I guarantee that you’ll convert more readers and generate greater profits!
Nick Cobb – Freelance Copywriter