"Information Flow" Will Make You Wealthy...
I'm going to let you in on a little secret that I always use when writing both long and short form sales letters.
Hell, I also use this secret when writing copy for things like postcards and landing pages, too. Grasp this and writing ANY kind of sales letter not only becomes easier but chances are, it will convert better.
The secret? "Information Flow".
You see, a sales letter has about 5 MAJOR components and those are...
They're in that order and the ONLY job of each one of those components is to move the reader onto the NEXT component.
None of these components (until the close) should sell anything - except the next step in the flow (or component listed above).
This process of moving a reader though the sales letter ultimately to achieve a conversion is called "the information flow" of the sales letter.
So, here we go...
The Headline and Sub-Headline.
The headline obviously makes a BOLD claim or otherwise says somethung to stand out to hook a potential reader. Use your product or service's NUMBER ONE benefit (not feature) to hook 'em and get 'em to read the introduction.
The Intro.
The introduction's job is to get the reader to somehow relate to you. I like to do this with a short story, usually about 2-3 paragraphs. it needs to be a story that your prospects relate to, such as a story about how you were once where they are now. This story should engage the reader enough to move them onto the body copy of your letter.
At this point you would open the body with another sub-headline.
The body copy.
Body copy elaborates on your story and quickly moves onto your product or service's benefits and how they solved YOUR problem.
You're NOT mentioning anything about your product per se, you're telling a story about how you "found xyz" and used it's benefits to solve your problem (should be the same problem your market has). This body copy has one job and that's to move the reader to the close.
The close.
Open the close with another sub-headline explaining a major benefit of YOUR product and how it will solve a problem for the prospect.
This is hard-selling. This is where you graduate to revealing your product to your prospects. Hit 'em hard with BENEFITS (not features - don't screw that up like most others do).
Use bullets and urge for the conversion with a strong call to action (people are often herd followers and believe it or not, need to be told what to do so tell 'em to buy!)
Ask for the conversion and state the price atleast 3 times.
Hell, I also use this secret when writing copy for things like postcards and landing pages, too. Grasp this and writing ANY kind of sales letter not only becomes easier but chances are, it will convert better.
The secret? "Information Flow".
You see, a sales letter has about 5 MAJOR components and those are...
- The headline
- The sub-headline
- The introduction
- The body
- The close
They're in that order and the ONLY job of each one of those components is to move the reader onto the NEXT component.
None of these components (until the close) should sell anything - except the next step in the flow (or component listed above).
This process of moving a reader though the sales letter ultimately to achieve a conversion is called "the information flow" of the sales letter.
So, here we go...
The Headline and Sub-Headline.
The headline obviously makes a BOLD claim or otherwise says somethung to stand out to hook a potential reader. Use your product or service's NUMBER ONE benefit (not feature) to hook 'em and get 'em to read the introduction.
The Intro.
The introduction's job is to get the reader to somehow relate to you. I like to do this with a short story, usually about 2-3 paragraphs. it needs to be a story that your prospects relate to, such as a story about how you were once where they are now. This story should engage the reader enough to move them onto the body copy of your letter.
At this point you would open the body with another sub-headline.
The body copy.
Body copy elaborates on your story and quickly moves onto your product or service's benefits and how they solved YOUR problem.
You're NOT mentioning anything about your product per se, you're telling a story about how you "found xyz" and used it's benefits to solve your problem (should be the same problem your market has). This body copy has one job and that's to move the reader to the close.
The close.
Open the close with another sub-headline explaining a major benefit of YOUR product and how it will solve a problem for the prospect.
This is hard-selling. This is where you graduate to revealing your product to your prospects. Hit 'em hard with BENEFITS (not features - don't screw that up like most others do).
Use bullets and urge for the conversion with a strong call to action (people are often herd followers and believe it or not, need to be told what to do so tell 'em to buy!)
Ask for the conversion and state the price atleast 3 times.
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