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How to Write
Sales & Marketing Letters Online
You have a terrific product, a nice looking
website and a competitive price for your product. If you don't know how to
write sales and marketing letters...you may find yourself without sales.
Alexandria K. Brown joins us and provides us with sure fire tips to write
awesome sales and marketing letters.
So next time you want to ask, "Why isn't anyone
buying?", check this article and you'll probably find your answer.
Steps to a "Slippery Slope" Online Sales Letter
Many of the solo
professionals whom I coach are people who offer services.
They're coaches, consultants, creatives. And many of them
are also beginning to sell information products on their Web
sites. They're smart to offer a lower-priced alternative to
hiring them, and to sell a product that can gain them
But here's the problem: I
see many of them trying to sell their e-book,
tutorial, etc. on a regular Web page. They list a
few paragraphs about the info-product, along with
the price and maybe one testimonial, and they expect
a slew of sales.
You need a special sales page that has a "slippery slope"
Remember that game Chutes & Ladders? If you landed on a
space that had a chute on it, you just went down, Baby.
No turning back. That's how your sales letter should be
- a "slippery slope" that pulls in the reader because
it's so compelling and interesting.
Here's a basic outline of the 13 elements you want to
include. To see an example of them all in action, visit
my own sales page .
1. Limit your navigation.
The visitor should not be distracted by links that take her
to your bio, other products, etc. The idea is to keep
her on this page, reading your copy and leading her to
order. So on this page, only have navigation that
relates to the product (e.g. FAQs, 0rder n0w).
2. Give a powerful headline.
Your headline can make or break your sales. If it's not
compelling, your visitor will click away. Here's an easy
headline formula: "How to _________ So You Can
____________." Make sure the 2nd part gives a big
benefit, for example, "double your business" or "gain
peace of mind."
3. Discuss the problem the
prospect has, or incorporate your own story.
Marketers call this "pushing the 'ouch' button." First
discuss the problem or pain that the reader has, and
then lead in to how your product will solve it. Or share
your own failure-to-success story that the reader can
4. Tell us who you are.
If I'm going to buy your stuff, I'd like to know why you're
qualified to write about this topic. Give me the feeling
that you've learned a lot about this topic and want to
share it with me.
Even add a picture of yourself and an audio greeting, like
I did. These help the reader instantly feel like she
knows you better, increasing the "trust factor." And
people buy from those they feel they know, like, and
5. Use bullets like mini
Lay out everything I'll get from your product. Don't just
list your table of contents verbatim! Turn each point
into an exciting secret. For example, suppose your
e-book features 5 tips on how to save money on
groceries. That bullet could read, "Revealed: 5 ways you
can save hundreds of dollars on your monthly grocery
6. List plenty of testimonials.
Show your prospects they won't be the first to buy. It's
more effective to weave-in testimonials throughout your
sales letter than to have a separate section for them.
Give each person's full name and Web address, and for
extra power, post their photo and an audio testimonial
Alexandria's 249 page manual to help you boost business:
Boost Business Review
Tell us why your product is
such a great value.
How does the price of your product compare if I hired
you one-on-one? For example, your manual is a great
value at $49 if an hour consultation with you would
run me $250.
8. Throw in a few great
Offer special bonuses
(preferably created by you) that are so good you
could sell them alone if you wanted to. It could be
a list of resources, a collection of articles, extra
tips on a certain subject, or a free consultation.
Give an unconditional guarantee.
This puts your prospect at ease, giving her no reason to
NOT buy. A few turkeys will take advantage of your
generosity, but the amount of sales you GAIN from this
strategy dramatically outweighs the risk.
10. Request immediate action by
having a limited time offer.
Some sales pages use trick scripts to make it seem like the
offer always ends on that day at midnight, but I find
these insulting. If you really will be raising your
price soon (and you always should be), list the exact
date and stick to it. Otherwise just say it's an
introductory, limited-time offer.
11. Make it ABSURDLY CLEAR what to
Nothing bothers me more than when I'm at a Web site, I have
my credit card ready, and I can't find the $%#@& order
link! Make your order process idiot-proof. Example:
"Cl1ck below to 0rder n0w on our secure server." Also
sprinkle in order links throughout your page -- some
people will be ready to buy before they get to the
12. Make one last plea.
In your P.S., right after your signature, emphasize that I
should act now. For example, "Don't miss out on this
great 0pportunity. Remember, you can buy n0w and change
your mind at anytime."
13. Don't forget your contact
Readers WILL have questions, so provide an e-mail address
on your site that you or someone else will check at
least daily. Also, don't you feel better buying from a
Web site that lists a real address and phone number?
(c) 2003 Alexandria K. Brown
ABOUT THE AUTHOR
Alexandria K. Brown, “The E-zine Queen,” is author of the
award-winning manual, “Boost Business With Your Own E-zine.”
To learn more about her book and sign up for more FREE
tips like these, visit her site at
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Alexandria K. Brown the Ezine Queen.