1) The header:
The first part of your sales page is called "header". This is a short statement at the very top of your page, and are used to ...
Capture the attention of the reader.
Rapidly introduce a key idea.
Preparing the ground of the sales message.
copywriting sales letter
The first part of your sales page is called "header". This is a short statement at the very top of your page, and are used to ...
Capture the attention of the reader.
Rapidly introduce a key idea.
Preparing the ground of the sales message.
copywriting sales letter
There are no hard and fast rule about the length of a header. I have used a header consisting of a single word (example: Caution) - but I have also seen a whole paragraph. In general, use as few words as possible in order to effectively convey your message.
Here are some examples:
(Target a Specific Group)
"At Attention Of Young parents ..."
(Target a Specific Problem With Recent Development)
"A New Discovery for People Suffering From Arthritis Watch What ..."
(Noted A Credible Source)
"As Seen on TV in the XYZ show ..."
(Noted A Shock Listing)
"They lied to you about medical contest! »
(Mentioned In A State Fact)
"A panel of experts agreed, is the best way to ..."
2) The primary basis.
This is your principal - at the top center of your advertising page just below your header. It should be in a larger font, thicker, and may contain certain words highlighted in different colors to give them importance.
This is the greatest weapon of your advertising page and should be used to highlight your greatest benefits to the reader.
What is the one "best reason" why a prospect should buy your special report?
What is the most desirable outcome for the reader buying your report?
What, above all else, is the benefit of buying your report?
This is your chance to quickly summarize your sales letter in one catchy phrase which is initially the only one guaranteed to be read by the visitor to your site.
Bring the firepower!
There are many models, layouts and titles "types" that have been used several times over the years and have proven to be very effective in encouraging the controls.
It is impossible for all to review, but I want to share with you is one of my favorite models that really generated great results for me - and my customers - every time we used it.
I call it the model "If You Can, So Can You."
The idea is to create a simple and reasonable qualification to which the reader must answer (that's the "if you can") to derive an extraordinary result (the "then you can") of interest to them.
Here's an example:
"IF YOU CAN WRITE TEXT PAGES 8-20, THEN YOU CAN WIN YOUR LIFE ONLINE WORKING QUIETLY FEW HOURS EVERY WEEK YOU! »
As with any type of advertising or advertising text, there are simple things you must follow in creating your title ...
Be accuracy more specific you are, the better. Not only your press seems more credible with the details, but in many cases, it may seem more accessible. It's not just "write texts" that is "write texts from 8 to 20 pages."
Use time periods. One of the things most people want is a "calendar". How long will it take? When can I expect results? It's not just "Making a living online working from home" is "Making a living online by working ONLY A FEW HOURS a week ..."
Use Images. Unless they prefer the difficulty by taking the road less traveled, most people want the best route to a destination of their choice. Use metaphors to describe the most desirable outcome to the reader. This is not only "Work from home", it is "working quietly at home ...".
Your title should convey a lot of information. It sets the tone for your marketing message as a whole, by taking some time to development based on specific details, times or periods, images and metaphors. By simply doing some appropriate substitutions in the global model, "If You Can, So Can You", you will be able to find a catchy start your mini sales letter. Which brings me to the next part ...
3) The post-title
Similar to the "header" because of its binding target. This time he made the connection between the title and opening paragraph of your text.
Again, there are many possibilities and each is able to bring his personal touch. I'm not a world-class writer but I'm still able to be productive in terms of persuasive essay ... then you'll get there too.
There are a number of things I want to mention because they are effective, and that is all that is desired.
Communicate what is important. In other words, briefly expand what you have said in the title - but put the focus on something that will make it even EASIER, FASTER and MORE PAYING than what you have already said. An example is worth a thousand words too:
-------
"At Play Golf, Go Of Time With Your Family Or You Relax In Your Spare Time Added While Commands That Arrive Automatically! »
-------
Here I have chosen to focus on the "bottom line" that the reader can experience and feel by following my instructions. So I speak of earnings and emotional benefits, comfort, pleasure rather than rational or quantified elements.
But I would also have emphasized how things are made easier, like ...
-------
"Even I Will Show You How To Make What Other People write the reports for You! »
-------
Or, I could have chosen to focus on the "acceleration" of a process ...
-------
New: My Bonus Chapter Shows You How to Get Your First Sale From Tomorrow Afternoon! "
-------
The objective is the same in all respects: the post-title is used to emphasize an easier aspect, faster or more rewarding to what I am about to share with the reader in following the text.
Mention of a period or a limit. Another good use of your post title is to begin to create a sense of urgency emphasizing a kind of time limit or you impose. Here are some examples ...
"Hurry: only 50 copies available! »
"The 30% discount ends on June 12 at midnight! »
"There are only 16 copies 24 Before The Sold Out! »
Obviously, you give detailed information on the deadline to the end of your sales letter, but it's a great place to introduce a sense of urgency (genuine!), The reader is impregnated.
Once the post title is in place, you are ready to dive into the main body of your advertising argument, starting with your opening paragraph which includes ...
4) The problem:
Virtually all the good sales letters begin - in one form or another - the introduction of a problem.
You do not get enough traffic to your site.
Your list is not large enough.
You still have not lost those last 10 pounds.
Your spouse wants a divorce.
You can not manage your time.
You are not as good at tennis you would like.
You want to have the flexibility to work from home.
You might be happier if one thing changed.
Severe or insignificant, positive or negative, real or imaginary, problems are the driving force behind most of the decisions we make. We want to avoid, correct, minimize or compensate for, but make no mistake, they have a great influence in our lives.
We would be happier without problems, that is the way we think. We would like to at least try to give it a try. And if we can not completely eliminate our problems, it would be really nice to have something really wonderful happens in our lives and that could reduce or hide them. We all have things we'd like to improve. Things that we would like to change to some extent. Things that we would do better.
Thus, one of the best ways to start your mini sales letter is to ask that it is a problem to face. One of the ways of doing so is to tell a story that allows you to sign the player and the problem encountered.
Here's an example: opening a mini sales letter for a course "How to make money on the internet by writing small texts ..."
---------
You've probably figured out by now: "some" people seem to recover all the money market through partnerships where they are promoting their respective products.
There are chances that you may not be in their club, right?
It is you who are busy promoting their affiliate program and not the reverse. You are busy buying their latest offering as they did not spend a penny with you. You are still working more than 40 hours a week in a "real job" as they bask beside their pool - and they spend your hard earned money to pay for their water filtration system!
I know very well that it is frustrating to be on the outside of the circle while looking in, unable to do anything. I understand because I've been there too.
But what would happen if all this could change for you?
---------
See how the problem was presented here: I identified the reader, I sympathized with her problem, I created a link, however tenuous it. It is then that I am referring to the ability to make a positive change for him. I leave open the possibility of a solution. It's an easy transition to move to the next part of the sales letter ...
5) Product:
Now that you have created a problem, it's time to share the solution - ie what YOU have to offer in your own ebook or product / service.
This is where you start the "unique selling proposition" that we talked about earlier.
"You know how other _________,
Here's what I'm different ... "
Without being arrogant or proud, it's time to talk about you, your experiences, your knowledge, your secret weapon, your special way of doing things.
Explain what you have to offer in your little report that will help the reader to solve the problems it faces.
Tell a story to explain HOW you found what you are going to share in your special report.
Empathize with the reader - you have been where it is; explain how things have changed since you made the discovery of "what works".
Highlight what makes you different from those that may offer similar products.
See tips, strategies, practices, etc ... you reveal in your special report (without ever revealing exactly WHAT it is, of course, because you have to maintain the urge to buy).
Mention specific results you have obtained using the information in your special report.
And do not just claim, prove it, which brings us to Part 6, which is your "proof" ...
6) Proof:
Anyone can make claims about what he did or what he knows, but which can provide incontrovertible proof? And how to weight these claims?
People in general are skeptical by nature. Especially those who have plied their and who have been in the past. If you want to bridge the gap between their wallet and your button, you must establish absolute trust.
And the best way to build trust is to prove that what you say is true.
There are three simple things you can do to validate your claims by providing a form of proof that I now present to you ...
PROVIDE testimony. It's one thing when YOU give the information in your reports. It's another when someone else says it has doubled or exceeded its results by testing information. A testimony of someone who has read, seen and used the results of your special report represents a credible voice that speaks on your behalf. One or two witnesses should be sufficient.
Provide visual evidence. What diet program seem more legitimate than the one with a picture "before and after" of someone who has lost weight? If you can provide screenshots, photos or other visual evidence to support your claims, it can break down the reluctance of wall between you and your potential customer.
ASK a challenge. If possible, move the reader to do something himself to test the validity of your words. When I was selling a course on viral marketing, I encouraged people to go to Google and do a search on the title of the ebook to prove I knew how to write and distribute free e-books visible on dozens of websites. This is not always possible, but if it is, a challenge to the reader to do something to test you is an interesting option.
Once you have placed your "evidence", it is time to clarify what is included in your special report ...
7) List of issues and benefits:
Use a list of expected benefits and all the benefits your offer is essential. Warning, do not list the features of your product / service, but rather the direct benefits that can draw the reader to solve the problem you raised at the beginning of your argument.
You have seen this type of list in almost every page sales letters and advertising, both on the internet than on TV or on the leaflets distributed in your mailbox. Here are a screenshot of one of my own lists:
... By the way, here are three things I want to mention about these "points" ...
Emphasize the advantages and benefits, not features. To illustrate what this means, consider the case of a lawn mower. In fact nobody cares about his lawn ... but to his lawn. If you have a lawn you know what I mean: the problem is when spring comes ... you have to mow every fortnight. So what is important? Here is a list of characteristics of a mower imaginary model: cutting width 75 cm, self-propelled, speed 8 km / h, large output tray, adjustable height of 3 to 10 cm. Ok ... Here's what he would say about the benefits:
Double your lazy weekends in discovering how to mow every month instead of every two weeks ...
Permanently remove the grass cut pile in your garden!
Forget the bad back and knees through a unique maneuverability: no need to do the finishing hand!
And you see what a profit compared with a characteristic: a profit is simply the REASON why the reader should care characteristics.
Emphasize the details, not generalities. This is not "useful ways to ...", but "11 useful ways ...". This is not "lose weight" but "lose 7 pounds in 2 weeks." More specific you are, the better. As such a technique that brings credibility to your listed items, and more is to list a specific page number in which information can be found in your special report. example:
"Learn to communicate about your need for attention: there are rules. Use them when you do not succeed. »
Focus on the top stories, not minor. In my opinion it should not exceed ten points in a list when writing a sales page for an ebook. Want to highlight the most desirable benefits to the reader ... the "main" aids that help solve the problem. For example: a point could focus on the "speed" of future results, while another could focus on the "ease" of future results, while another could focus on the "exclusivity" your method etc ...
After putting up your list of 5 to 10 points, the time comes for the next "part" of your mini sales letter, which is the ...
8) attraction, or desire:
It's your incentive to take action. You have captured the interest and generated envy, it is necessary that the player enters command. You probably know the drill any commercial advertising as it sees and hears in TV shopping programs:
"Operators are ready to help you ... go your order NOW!"
Do not delay. Quantities are limited. The next 10 callers will get 50% discount and free shipping.
Although I do not believe in the systematic use of psychological tricks to capture the emotions of readers to encourage them to purchase, it is still important that you orientiez them to a decision. It is important that you ask them to take advantage of your offer and ordering. You are a salesperson, the prospect is a potential customer: you have to take it all.
Now every good writer will tell you all a matter of urgent establishment. You do not want them to slow in the decision to buy it ... they could never go back to your sales page.
You have their attention NOW and you want them to take their decision NOW.
The best way to get them to do is to impose a kind of time limit or which necessitates the immediate order to take advantage of a special price, an additional advantage or availability. We have talked about because it is important and indeed here is a list (again!) The successful techniques available:
Special prices. Offering a discount to those who buy in a specific time period (or a number of people who order ... ex: the first 100), you can create a sense of urgency. This works especially for the products / services rather expensive, but it also works for an ebook to 20 dollars. Pay 15 dollars instead of 20, it's always good to take for the buyer.
Added advantage. You might consider offering an added bonus (we'll discuss in the next section) for those who order in a specific period or for a specific number of orders. It's very effective. For example: If your special report deals with "the creation of a mini sales letter," you might specify "The first 100 people who order more will receive a sales letter ready-made and customizable HTML ..."
Availability. Another option is to remove the special report of traffic after a specified date or after a specified number of units sold. I do not like this option for obvious reasons, I would like to sell as many copies as I can! But you can withdraw the report for several months, then back on sale later - or even adding to more information and convert it into a larger product. Or another idea is not to make it available for your website but to offer it only at the end of a second report that you create later, or as a bonus for a later report.
Here are also three different but equally effective approaches to "encourage" people to order:
1. Rule RESULTS. Simply put, "the longer you wait to begin, the more you take your time to see results." The opposite is also true: "The sooner you start, the sooner you will see results."
2. RESPONSE rule. There is a lot of information that are not as effective when more people start to use it. This is especially true for the information "marketing" or "busniess". For example: As more and more people enter the competition for keywords with high traffic (Google with Adwords, for example), it becomes increasingly difficult to get quality for words reasonable prices. A delay in action could reduce the effectiveness of the reader as others have topped the post.
3. RESTRICTION rule. It is not uncommon that a delay in the purchase and implementation of information limits the reader what he can accomplish. For example: If someone wants to lose 10 pounds before spring break, it will be limited by the time remaining between now and spring break.
Using these three triggers "integrated" to create an emergency, you can reasonably direct visitors of your site to a buying decision without resorting to high-pressure sales tactics.
Speaking of pressure - the next "part" of your mini sales letter will certainly help to remove ...
9) Promise:
In other words, your warranty. The risk reversal is the ultimate way to remove remaining obstacles between you and your potential customer. Make it clear that THEY have "nothing to lose". If they are dissatisfied for any reason, you will repay their purchase without worries.
Note: It is important to include "terms" related to your warranty. For example: How long has the client to get a refund if he chooses to claim it? In many cases, the law requires a minimum of 7 days. Always provide more and say it explicitly.
What is important is to communicate to your visitors that you agree to their absolute satisfaction. In the end, they only pay for what they are happy to buy. Give them this pleasure without any constraints.
Again, take a quick look at one of my own guarantees:
The message is clear: there is money back guarantee if no results are achieved.
10) Process:
Finally, you are ready to take orders and reap the turnover! (Congratulations, by the way! J) You still want to include three simple things in the order process ...
Last minute instructions. Let them know how the command is executed
(eg "instant download" or "shipping within 24 hours", etc ...) Mention the bonuses they receive. If there are special instructions (eg Sign up for free updates on the download page, etc ...), mention them as well.
Links. This is your control link (s). I used to have a link like "Click here to order" or "Get instant access by clicking here" or something similar. Obviously, the actual link needs to carry out a control processor to accept payment on your behalf. This link will be provided by any processor you use to process orders as PAYPAL or one provided by your bank.
Legalities. Always include the appropriate legal to protect you and to support your busniess. This will strengthen the feeling of confidence.
To summarize, here is what it looks like my own "process control" on one of my sales pages:
Imprint
And that brings us to the final part of your mini sales letter ...
11) The postscript:
A "PS" should be immediately below your name at the bottom of your sales page. You know the drill: PS: Blah, blah, blah.
Why include a P.S.?
Because people WILL read. Sometimes they will even jump to the bottom of the page and read the first (in fact the prospects will often go down page just to find out the price of your product, even before knowing the detail or the nature of your product itself. on this occasion, you can be sure that the PS message is read also. No matter the order in which they get there, they reach it and read it).
So since you have their attention at this stage, it is important that you make the most of it.
Three effective ways to finish in an effective sales process is to use your postscript to recap, recall or reinforce your most important message ...
This is, in ONE sentence, to give a brief overview of what the reader will receive when ordering. (Ex: "PS This is not rocket science: you will have 3 years of home education research summary in 12 pages of clear and detailed content in a format step by step for only 10 dollars.")
REMEMBER them a key advantage. Take the trouble to point out once again a desirable result that the reader may experience when purchasing. (Ex: "PS Do not forget, in less than 24 hours, you can receive your first order ... is not all that matters to you?")
BUILD incitement to action. Do you have imposed a deadline? Did you mention an additional benefit? Have you been a challenge? Use your postscript to strengthen certain elements of your call to action. (Ex: "PS Unfortunately, when the other 17 copies will be sold, this offer will not be renewed Order Now..")
Very well, you just take a crash course writing sales page! If you make your way on this or the 11 'parts' of your mini sales letter, you should have content quickly in place to convince your visitors to purchase your special report.
But nothing prevents us to go a little further ... I will give you a bonus, some invaluable tips from my observations and my tests. These tips are really priceless because you will not find elsewhere. Read more ...
What differentiates a good text, a text EXCELLENT?
That's what makes a selling text EXCELLENT:
It is nice to read and provides a kind of guilty pleasure.
It is unforgettable: the prospect remembers in after reading.
It makes people more interested in the market, beyond the product itself.
That is why it is always necessary that all of your sales text is coherent: the style you adopt should be the same throughout your argument.
The beginning (with the title and opening) is particularly important. It must:
Capture attention
Create an immediate connection by addressing the fear, envy or target need.
Explain briefly what exactly the product / service sold (the contractor must quickly understand what the result will be treated).
Explain why and how you will eliminate fear or problem, satisfy the desire or need identified.
So always treat the beginning of your argument.
How to find and put words to what your prospects are looking for?
Start by focusing on your product / service or the theme of your ebook: think about it concretely. What he does and what does it do?
What it will do for your prospect? What problem will it solve, how eager he will fill?
This is the time to note the three most important uses of your product / service. Do it now: take a pen and paper and write down in order of importance, the three main uses.
Surround the main use, major, one you put in number 1.
With this you will define the main fear of your prospect to position your product / service as the ideal solution.
Think for a moment about your market: make a list of three problems or limitations that most affect those involved in this market. Surround the most limiting problem. Do it now!
That being done, in the introduction to your sales page, you emphasize what you are reliable in relation to the target market: briefly present your experience, skills. Justify your expertise quickly.
This is the time to describe the biggest problem of the market (the one you have surrounded your list of three), that is to say, the prospect of the problem that is just reading your sales pitch.
To finish this introductory work, tell how you managed to eradicate this problem: the goal is to show that YOU know how to not have this problem. It does not reveal all of your offer, but just to reassure the beginning: at this level of play, he knows that you have something interesting to offer HIM.
Continue in the writing: it's time to say that the information, the product or service you offer is hard to find elsewhere.
Here are some examples:
(Target a Specific Group)
"At Attention Of Young parents ..."
(Target a Specific Problem With Recent Development)
"A New Discovery for People Suffering From Arthritis Watch What ..."
(Noted A Credible Source)
"As Seen on TV in the XYZ show ..."
(Noted A Shock Listing)
"They lied to you about medical contest! »
(Mentioned In A State Fact)
"A panel of experts agreed, is the best way to ..."
2) The primary basis.
This is your principal - at the top center of your advertising page just below your header. It should be in a larger font, thicker, and may contain certain words highlighted in different colors to give them importance.
This is the greatest weapon of your advertising page and should be used to highlight your greatest benefits to the reader.
What is the one "best reason" why a prospect should buy your special report?
What is the most desirable outcome for the reader buying your report?
What, above all else, is the benefit of buying your report?
This is your chance to quickly summarize your sales letter in one catchy phrase which is initially the only one guaranteed to be read by the visitor to your site.
Bring the firepower!
There are many models, layouts and titles "types" that have been used several times over the years and have proven to be very effective in encouraging the controls.
It is impossible for all to review, but I want to share with you is one of my favorite models that really generated great results for me - and my customers - every time we used it.
I call it the model "If You Can, So Can You."
The idea is to create a simple and reasonable qualification to which the reader must answer (that's the "if you can") to derive an extraordinary result (the "then you can") of interest to them.
Here's an example:
"IF YOU CAN WRITE TEXT PAGES 8-20, THEN YOU CAN WIN YOUR LIFE ONLINE WORKING QUIETLY FEW HOURS EVERY WEEK YOU! »
As with any type of advertising or advertising text, there are simple things you must follow in creating your title ...
Be accuracy more specific you are, the better. Not only your press seems more credible with the details, but in many cases, it may seem more accessible. It's not just "write texts" that is "write texts from 8 to 20 pages."
Use time periods. One of the things most people want is a "calendar". How long will it take? When can I expect results? It's not just "Making a living online working from home" is "Making a living online by working ONLY A FEW HOURS a week ..."
Use Images. Unless they prefer the difficulty by taking the road less traveled, most people want the best route to a destination of their choice. Use metaphors to describe the most desirable outcome to the reader. This is not only "Work from home", it is "working quietly at home ...".
Your title should convey a lot of information. It sets the tone for your marketing message as a whole, by taking some time to development based on specific details, times or periods, images and metaphors. By simply doing some appropriate substitutions in the global model, "If You Can, So Can You", you will be able to find a catchy start your mini sales letter. Which brings me to the next part ...
3) The post-title
Similar to the "header" because of its binding target. This time he made the connection between the title and opening paragraph of your text.
Again, there are many possibilities and each is able to bring his personal touch. I'm not a world-class writer but I'm still able to be productive in terms of persuasive essay ... then you'll get there too.
There are a number of things I want to mention because they are effective, and that is all that is desired.
Communicate what is important. In other words, briefly expand what you have said in the title - but put the focus on something that will make it even EASIER, FASTER and MORE PAYING than what you have already said. An example is worth a thousand words too:
-------
"At Play Golf, Go Of Time With Your Family Or You Relax In Your Spare Time Added While Commands That Arrive Automatically! »
-------
Here I have chosen to focus on the "bottom line" that the reader can experience and feel by following my instructions. So I speak of earnings and emotional benefits, comfort, pleasure rather than rational or quantified elements.
But I would also have emphasized how things are made easier, like ...
-------
"Even I Will Show You How To Make What Other People write the reports for You! »
-------
Or, I could have chosen to focus on the "acceleration" of a process ...
-------
New: My Bonus Chapter Shows You How to Get Your First Sale From Tomorrow Afternoon! "
-------
The objective is the same in all respects: the post-title is used to emphasize an easier aspect, faster or more rewarding to what I am about to share with the reader in following the text.
Mention of a period or a limit. Another good use of your post title is to begin to create a sense of urgency emphasizing a kind of time limit or you impose. Here are some examples ...
"Hurry: only 50 copies available! »
"The 30% discount ends on June 12 at midnight! »
"There are only 16 copies 24 Before The Sold Out! »
Obviously, you give detailed information on the deadline to the end of your sales letter, but it's a great place to introduce a sense of urgency (genuine!), The reader is impregnated.
Once the post title is in place, you are ready to dive into the main body of your advertising argument, starting with your opening paragraph which includes ...
4) The problem:
Virtually all the good sales letters begin - in one form or another - the introduction of a problem.
You do not get enough traffic to your site.
Your list is not large enough.
You still have not lost those last 10 pounds.
Your spouse wants a divorce.
You can not manage your time.
You are not as good at tennis you would like.
You want to have the flexibility to work from home.
You might be happier if one thing changed.
Severe or insignificant, positive or negative, real or imaginary, problems are the driving force behind most of the decisions we make. We want to avoid, correct, minimize or compensate for, but make no mistake, they have a great influence in our lives.
We would be happier without problems, that is the way we think. We would like to at least try to give it a try. And if we can not completely eliminate our problems, it would be really nice to have something really wonderful happens in our lives and that could reduce or hide them. We all have things we'd like to improve. Things that we would like to change to some extent. Things that we would do better.
Thus, one of the best ways to start your mini sales letter is to ask that it is a problem to face. One of the ways of doing so is to tell a story that allows you to sign the player and the problem encountered.
Here's an example: opening a mini sales letter for a course "How to make money on the internet by writing small texts ..."
---------
You've probably figured out by now: "some" people seem to recover all the money market through partnerships where they are promoting their respective products.
There are chances that you may not be in their club, right?
It is you who are busy promoting their affiliate program and not the reverse. You are busy buying their latest offering as they did not spend a penny with you. You are still working more than 40 hours a week in a "real job" as they bask beside their pool - and they spend your hard earned money to pay for their water filtration system!
I know very well that it is frustrating to be on the outside of the circle while looking in, unable to do anything. I understand because I've been there too.
But what would happen if all this could change for you?
---------
See how the problem was presented here: I identified the reader, I sympathized with her problem, I created a link, however tenuous it. It is then that I am referring to the ability to make a positive change for him. I leave open the possibility of a solution. It's an easy transition to move to the next part of the sales letter ...
5) Product:
Now that you have created a problem, it's time to share the solution - ie what YOU have to offer in your own ebook or product / service.
This is where you start the "unique selling proposition" that we talked about earlier.
"You know how other _________,
Here's what I'm different ... "
Without being arrogant or proud, it's time to talk about you, your experiences, your knowledge, your secret weapon, your special way of doing things.
Explain what you have to offer in your little report that will help the reader to solve the problems it faces.
Tell a story to explain HOW you found what you are going to share in your special report.
Empathize with the reader - you have been where it is; explain how things have changed since you made the discovery of "what works".
Highlight what makes you different from those that may offer similar products.
See tips, strategies, practices, etc ... you reveal in your special report (without ever revealing exactly WHAT it is, of course, because you have to maintain the urge to buy).
Mention specific results you have obtained using the information in your special report.
And do not just claim, prove it, which brings us to Part 6, which is your "proof" ...
6) Proof:
Anyone can make claims about what he did or what he knows, but which can provide incontrovertible proof? And how to weight these claims?
People in general are skeptical by nature. Especially those who have plied their and who have been in the past. If you want to bridge the gap between their wallet and your button, you must establish absolute trust.
And the best way to build trust is to prove that what you say is true.
There are three simple things you can do to validate your claims by providing a form of proof that I now present to you ...
PROVIDE testimony. It's one thing when YOU give the information in your reports. It's another when someone else says it has doubled or exceeded its results by testing information. A testimony of someone who has read, seen and used the results of your special report represents a credible voice that speaks on your behalf. One or two witnesses should be sufficient.
Provide visual evidence. What diet program seem more legitimate than the one with a picture "before and after" of someone who has lost weight? If you can provide screenshots, photos or other visual evidence to support your claims, it can break down the reluctance of wall between you and your potential customer.
ASK a challenge. If possible, move the reader to do something himself to test the validity of your words. When I was selling a course on viral marketing, I encouraged people to go to Google and do a search on the title of the ebook to prove I knew how to write and distribute free e-books visible on dozens of websites. This is not always possible, but if it is, a challenge to the reader to do something to test you is an interesting option.
Once you have placed your "evidence", it is time to clarify what is included in your special report ...
7) List of issues and benefits:
Use a list of expected benefits and all the benefits your offer is essential. Warning, do not list the features of your product / service, but rather the direct benefits that can draw the reader to solve the problem you raised at the beginning of your argument.
You have seen this type of list in almost every page sales letters and advertising, both on the internet than on TV or on the leaflets distributed in your mailbox. Here are a screenshot of one of my own lists:
... By the way, here are three things I want to mention about these "points" ...
Emphasize the advantages and benefits, not features. To illustrate what this means, consider the case of a lawn mower. In fact nobody cares about his lawn ... but to his lawn. If you have a lawn you know what I mean: the problem is when spring comes ... you have to mow every fortnight. So what is important? Here is a list of characteristics of a mower imaginary model: cutting width 75 cm, self-propelled, speed 8 km / h, large output tray, adjustable height of 3 to 10 cm. Ok ... Here's what he would say about the benefits:
Double your lazy weekends in discovering how to mow every month instead of every two weeks ...
Permanently remove the grass cut pile in your garden!
Forget the bad back and knees through a unique maneuverability: no need to do the finishing hand!
And you see what a profit compared with a characteristic: a profit is simply the REASON why the reader should care characteristics.
Emphasize the details, not generalities. This is not "useful ways to ...", but "11 useful ways ...". This is not "lose weight" but "lose 7 pounds in 2 weeks." More specific you are, the better. As such a technique that brings credibility to your listed items, and more is to list a specific page number in which information can be found in your special report. example:
"Learn to communicate about your need for attention: there are rules. Use them when you do not succeed. »
Focus on the top stories, not minor. In my opinion it should not exceed ten points in a list when writing a sales page for an ebook. Want to highlight the most desirable benefits to the reader ... the "main" aids that help solve the problem. For example: a point could focus on the "speed" of future results, while another could focus on the "ease" of future results, while another could focus on the "exclusivity" your method etc ...
After putting up your list of 5 to 10 points, the time comes for the next "part" of your mini sales letter, which is the ...
8) attraction, or desire:
It's your incentive to take action. You have captured the interest and generated envy, it is necessary that the player enters command. You probably know the drill any commercial advertising as it sees and hears in TV shopping programs:
"Operators are ready to help you ... go your order NOW!"
Do not delay. Quantities are limited. The next 10 callers will get 50% discount and free shipping.
Although I do not believe in the systematic use of psychological tricks to capture the emotions of readers to encourage them to purchase, it is still important that you orientiez them to a decision. It is important that you ask them to take advantage of your offer and ordering. You are a salesperson, the prospect is a potential customer: you have to take it all.
Now every good writer will tell you all a matter of urgent establishment. You do not want them to slow in the decision to buy it ... they could never go back to your sales page.
You have their attention NOW and you want them to take their decision NOW.
The best way to get them to do is to impose a kind of time limit or which necessitates the immediate order to take advantage of a special price, an additional advantage or availability. We have talked about because it is important and indeed here is a list (again!) The successful techniques available:
Special prices. Offering a discount to those who buy in a specific time period (or a number of people who order ... ex: the first 100), you can create a sense of urgency. This works especially for the products / services rather expensive, but it also works for an ebook to 20 dollars. Pay 15 dollars instead of 20, it's always good to take for the buyer.
Added advantage. You might consider offering an added bonus (we'll discuss in the next section) for those who order in a specific period or for a specific number of orders. It's very effective. For example: If your special report deals with "the creation of a mini sales letter," you might specify "The first 100 people who order more will receive a sales letter ready-made and customizable HTML ..."
Availability. Another option is to remove the special report of traffic after a specified date or after a specified number of units sold. I do not like this option for obvious reasons, I would like to sell as many copies as I can! But you can withdraw the report for several months, then back on sale later - or even adding to more information and convert it into a larger product. Or another idea is not to make it available for your website but to offer it only at the end of a second report that you create later, or as a bonus for a later report.
Here are also three different but equally effective approaches to "encourage" people to order:
1. Rule RESULTS. Simply put, "the longer you wait to begin, the more you take your time to see results." The opposite is also true: "The sooner you start, the sooner you will see results."
2. RESPONSE rule. There is a lot of information that are not as effective when more people start to use it. This is especially true for the information "marketing" or "busniess". For example: As more and more people enter the competition for keywords with high traffic (Google with Adwords, for example), it becomes increasingly difficult to get quality for words reasonable prices. A delay in action could reduce the effectiveness of the reader as others have topped the post.
3. RESTRICTION rule. It is not uncommon that a delay in the purchase and implementation of information limits the reader what he can accomplish. For example: If someone wants to lose 10 pounds before spring break, it will be limited by the time remaining between now and spring break.
Using these three triggers "integrated" to create an emergency, you can reasonably direct visitors of your site to a buying decision without resorting to high-pressure sales tactics.
Speaking of pressure - the next "part" of your mini sales letter will certainly help to remove ...
9) Promise:
In other words, your warranty. The risk reversal is the ultimate way to remove remaining obstacles between you and your potential customer. Make it clear that THEY have "nothing to lose". If they are dissatisfied for any reason, you will repay their purchase without worries.
Note: It is important to include "terms" related to your warranty. For example: How long has the client to get a refund if he chooses to claim it? In many cases, the law requires a minimum of 7 days. Always provide more and say it explicitly.
What is important is to communicate to your visitors that you agree to their absolute satisfaction. In the end, they only pay for what they are happy to buy. Give them this pleasure without any constraints.
Again, take a quick look at one of my own guarantees:
The message is clear: there is money back guarantee if no results are achieved.
10) Process:
Finally, you are ready to take orders and reap the turnover! (Congratulations, by the way! J) You still want to include three simple things in the order process ...
Last minute instructions. Let them know how the command is executed
(eg "instant download" or "shipping within 24 hours", etc ...) Mention the bonuses they receive. If there are special instructions (eg Sign up for free updates on the download page, etc ...), mention them as well.
Links. This is your control link (s). I used to have a link like "Click here to order" or "Get instant access by clicking here" or something similar. Obviously, the actual link needs to carry out a control processor to accept payment on your behalf. This link will be provided by any processor you use to process orders as PAYPAL or one provided by your bank.
Legalities. Always include the appropriate legal to protect you and to support your busniess. This will strengthen the feeling of confidence.
To summarize, here is what it looks like my own "process control" on one of my sales pages:
Imprint
And that brings us to the final part of your mini sales letter ...
11) The postscript:
A "PS" should be immediately below your name at the bottom of your sales page. You know the drill: PS: Blah, blah, blah.
Why include a P.S.?
Because people WILL read. Sometimes they will even jump to the bottom of the page and read the first (in fact the prospects will often go down page just to find out the price of your product, even before knowing the detail or the nature of your product itself. on this occasion, you can be sure that the PS message is read also. No matter the order in which they get there, they reach it and read it).
So since you have their attention at this stage, it is important that you make the most of it.
Three effective ways to finish in an effective sales process is to use your postscript to recap, recall or reinforce your most important message ...
This is, in ONE sentence, to give a brief overview of what the reader will receive when ordering. (Ex: "PS This is not rocket science: you will have 3 years of home education research summary in 12 pages of clear and detailed content in a format step by step for only 10 dollars.")
REMEMBER them a key advantage. Take the trouble to point out once again a desirable result that the reader may experience when purchasing. (Ex: "PS Do not forget, in less than 24 hours, you can receive your first order ... is not all that matters to you?")
BUILD incitement to action. Do you have imposed a deadline? Did you mention an additional benefit? Have you been a challenge? Use your postscript to strengthen certain elements of your call to action. (Ex: "PS Unfortunately, when the other 17 copies will be sold, this offer will not be renewed Order Now..")
Very well, you just take a crash course writing sales page! If you make your way on this or the 11 'parts' of your mini sales letter, you should have content quickly in place to convince your visitors to purchase your special report.
But nothing prevents us to go a little further ... I will give you a bonus, some invaluable tips from my observations and my tests. These tips are really priceless because you will not find elsewhere. Read more ...
What differentiates a good text, a text EXCELLENT?
That's what makes a selling text EXCELLENT:
It is nice to read and provides a kind of guilty pleasure.
It is unforgettable: the prospect remembers in after reading.
It makes people more interested in the market, beyond the product itself.
That is why it is always necessary that all of your sales text is coherent: the style you adopt should be the same throughout your argument.
The beginning (with the title and opening) is particularly important. It must:
Capture attention
Create an immediate connection by addressing the fear, envy or target need.
Explain briefly what exactly the product / service sold (the contractor must quickly understand what the result will be treated).
Explain why and how you will eliminate fear or problem, satisfy the desire or need identified.
So always treat the beginning of your argument.
How to find and put words to what your prospects are looking for?
Start by focusing on your product / service or the theme of your ebook: think about it concretely. What he does and what does it do?
What it will do for your prospect? What problem will it solve, how eager he will fill?
This is the time to note the three most important uses of your product / service. Do it now: take a pen and paper and write down in order of importance, the three main uses.
Surround the main use, major, one you put in number 1.
With this you will define the main fear of your prospect to position your product / service as the ideal solution.
Think for a moment about your market: make a list of three problems or limitations that most affect those involved in this market. Surround the most limiting problem. Do it now!
That being done, in the introduction to your sales page, you emphasize what you are reliable in relation to the target market: briefly present your experience, skills. Justify your expertise quickly.
This is the time to describe the biggest problem of the market (the one you have surrounded your list of three), that is to say, the prospect of the problem that is just reading your sales pitch.
To finish this introductory work, tell how you managed to eradicate this problem: the goal is to show that YOU know how to not have this problem. It does not reveal all of your offer, but just to reassure the beginning: at this level of play, he knows that you have something interesting to offer HIM.
Continue in the writing: it's time to say that the information, the product or service you offer is hard to find elsewhere.