The use of sales letters had been around for as long as direct response marketing have been practiced in the conventional “brick and mortar” world. And ever since the Berlin wall came down and the World Wide Web came up, it did not take long for people from business backgrounds to tap into the growing world of E-Commerce. Not surprisingly, it certainly didn’t take long for direct response marketers to carry their offline practice into the online world. Thus, you see the practice of one-page-long sales letters being used widely today by businesses of various sizes to sell and push their products and/or services into the Internet marketplace.
This is the case, because sales letters in this fashion have been proven to be all time-tested. As you probably know by now, sales letters are really just one LONG page with one goal in mind: to help sell the product to the prospect.
It’s like an electronic salesperson on your behalf, and it certainly beats having you to prospect and sell to someone else face-to-face or gamble on sending out hard copy mails (that can span 5-20 pages long when printed) and face the chance of not covering your investment on printing back.
A sales letter is considered to produce a good decent conversion rate at 2 to 4 percent. You are doing better if your sales letter produces above 4 percent. Some marketers reportedly produce 6% and some as high as 20-30% to cold prospects!
Believe it or not, online sales letter consists of mainly the use of mostly words and then some images. And words are indeed powerful tools; you should consider them double-edged swords. If used correctly, words can sell literally. If used improperly, not only would your sales letter suffer in conversion rate, it might just deliver the wrong message and the worst case scenario can be that of offending your prospects (besides not closing the sale).
If your sales letters are currently not producing the kind of conversion rates you want or this is your first try at developing a lifelong asset or skill where marketing online is concerned, pay close attention to these key elements of an effective sales letter.
- Attention Grabbing Headline. Write headlines and sub-lines that really force people to keep reading. This will force people to “fall for” everything you say. Let’s be honest, clever marketing is good marketing!
- Keep Their Attention with a Great Introduction. Many average sales copies today are written in such a boring manner. You can immediately hook your prospect’s interest by relating a fable or preferably a true story on your account.
- Close the deal with your Body Text. If you’ve done everything the right way, your readers will be more and more interested in what you’re saying. What they don’t know (because you’re such an effective copywriter) is that you are actually closing the deal once they get to the middle. They needed a little more reassurance so they checked out some testimonials now they are going to make up their mind and buy!
- Use results-oriented testimonials.
- Don’t quit without a Call to Action! Tell the reader what you want them to do. Make it simple.