Despite what people think of sales letters today, as a writer, here’s what I think of them….they work! Sales letters work provided that you get the right writer to write the sales letter for you. Some of them are totally off-the-hook, long-winded and ludicrous and present some of the most ludicrous claims ever…but they work. Sales letters, though, like to beat around the bush and tell life stories. These works are produced by sales letter writers who are unfamiliar with how these things work on the Internet. Along the way, the writer forgets that the purpose of it all…and it’s to sell. Nothing turns buyers off more than a web page that appears to be nagging at them.
The one way to sell someone something, in particular, the target market, we need to zoom in on THEM. They have a problem, they have a pain and through the sales letter, we remind them of that. Then what the writer should do is to tell them that we understand their problem and can relate to how mind-numbing their pain is….and we have the solution! We want to tell them that with that solution, we can change the way they function and live completely. If it applies, the sales letter projects that the solution will bring them the kind of happiness that they’ve been hoping for!
And not tell them that your grandfather’s smoking killed him. (more…)