Well, now it's time for the body of your sales letter. This is yet another crucial part of the sales process in your copy. (Okay, so every part is crucial, but I'll keep on telling you over and over because even one weak part of your sales letter will result in a decrease in sales.)
What Goes In The Body?
Different experts say different things in different ways. What I've found is that
no matter what's preached, the effective letters all have the same darn elements in
What it comes right down to is that the body does the same basic things in each proven effective sales letter.
That's what goes in the body.
Show the Benefits of the Product or Service
First off, you should have a good list of all of the features of your product or service. There's another tutorial on how to turn features to benefits. So I won't go into detail here.
The very basics include showing the person how your product or service will enhance his or her life with the result of your product or service.
Make Your Claims and Prove Your Claims
There is another tutorial on building credibility in your copy, and how to do that. When you state that your product or service can do something, you have to prove it to the reader.
You can locate any research that's been done that validates what you're saying about your type of product, or the materials used, or the components of it.
You can use testimonials and success stories from satisfied customers. This is actually almost an art in itself. The testimonials have to show a specific result, the exact result that you claim can be attained. Most people just don't write in specifics when they tell you how wonderful your product or service is. You almost have to dig it out of them. You could have a sort of questionnaire of results that you ask your customers to send back to you - and be sure to offer them a bonus for sending it or emailing it to you, a bonus that they would want and that really does have some value.
You can state some facts and figures from various sources, and be sure to tell your readers what the source is.
You can show some product comparisons between your product or service and some of your competition. And the fact that it was done by an independent company, and what that company is.
What Makes Your Product Unique?
Some folks call this the USP, Unique Selling Proposition, which was developed by Rosser Reeves back in the 1950s.
Your USP is what make your business or product or service unique to you. Something that your competition doesn't offer. There's another tutorial on the USP because developing yours if you don't already have one is crucial to your ultimate success.
And you must let the reader know that your product or service is superior to your competition is X manner, by Y percent, or with Z properties and support.
Without your product being unique in some manner, you will sell less. Much less.
Introduce Your Product or Service
This may sound crazy, but I've actually read a sales letter (one) that told me about all these great benefits, showed a bunch of killer testimonials and proof, even had a good headline, that never told me what the darn product was!
What the heck was I wanted to buy? I still don't know because I refused to fork over $49 for something I didn't even know what it was.
So, please, for your own sake, introduce you product in a real positive way. Tell your readers what it is that you're selling. Exactly what you're selling. Along with what bonuses they'll receive. Exactly.
Even something as plain as, "And that is the main problem that the Widg-a-Vac solves. The Widg-a-Vac will clean your widgets with a thoroughness that a professional widget cleaner can't even touch. One minute every two weeks and your widget will never break down due to dirt again. And it's SO simple to use that even my 4 year old son can clean our widgets at home. I really had him try! And he did it."
You can show a picture of your own "Widg-A-Vac" or with you next to your Widg-A-Vac with a big smile on your face and you clean widgets in your hand or right next to you.
But introduce it in a positive manner when you do introduce it. (Remember, that you can introduce it in the headline or hook, too.)
Crafting Your Offer
Your offer, when it comes up, if it hasn't already in either your headline or your hook, must be specific. There must be nothing left to the imagination of your audience.
It's $X and this is Exactly what you get... (Though you'll want to put more into it that that.)
Wording your offer is an art in itself. I probably should have written another tutorial just on the offer, and there will be more about the offer in the tutorial on the close, but I'll cover some of it here.
A really powerful offer can and usually does make a big difference of results. There's basically two parts and it's almost like another type of headline. The offer must make a massive promise, almost to the point of disbelief, but that is still believable.
You'll take (again) the Big Promise, and put that promise into the offer. That promise is why the person read on, after all.
Then you immediately prove it again. Then you make it scarce by limiting the time, or the number available, and that this exact result from this type of product can only be gotten from you (your USP). And you add more credibility, almost impeccable credibility.
So when you get to crafting your offer, keep the above in mind.
The Use of Subheads
You have to use subheads. Exactly how to use subheads is yet another tutorial.
You just have to use subheads. They're kind of like mini-headlines that break up your copy into easily digestible sections. There is more in the tutorial.
So remember when you're writing your copy that in your body, you'll want to make claims and prove them thoroughly, state or restate the big promise and smaller promises that are encapsulated by your big promise of results, present your USP so that your reader knows why your product or service is different from anyone else's. You'll also want to Paint pictures with your benefits. Illustrate the benefits in the future. Introduce your product or service using the parts above. And use subheads.
Links for This Section:
© 2002-2010 by Russell Burnham. All Rights Reserved.