If you’re looking to sell anything online
If you’ve ever tried selling anything online, then you know that there’s a lot of competition out there. In fact, according to research conducted by Google, there are now more searches being done online than there were people on the planet at the beginning of the 21st century.
So if you’re looking to sell anything online, you’ll want to make sure that your product stands out from the crowd. And the way to do that is by creating an attention-grabbing sales letter.
But before you start writing your first sales letter, here’s a quick tip: The sales letter should always be more important than your product.
It is your sales letter which will convince people to buy from you
And it is your sales letter that will create a powerful “vibe” in your customers’ minds. A “vibe” that will last for years. Your sales letter contains all the “guts” of your business. It includes the very thing that will make your prospect decide whether or not to do business with you.
And, it is this decision that should be uppermost in your mind as you create your product. Don’t worry about the quality of your product. Worry about the quality of your sales letter. And, once you have a first-class sales letter, then, only then should you concern yourself with creating a first-class product.
Your sales letter is not just a description of your product; it communicates with your customer
You show your audience how your product will help them fulfill their desires and solve their problems through your sales letter. And most importantly, you show them how their entire life will change for good!
Nobody ever got rich by creating a great product and then sitting back and hoping somebody else would buy it for him. Nope. Great products always come from someone who is “sold” on the idea of creating the product. It’s not enough to tell people they will be better off if they buy your product. You have to give them a compelling reason why they should buy from you. And the best way to do that is through your sales letter. Don’t just describe the features and benefits of your product. Describe the feeling your product will create in your customers’ hearts and souls.
You should think about your product as a “sales tool”
Not as a “sales piece” but as a “sales tool” (and marketing tool)! Because, as human beings, all of us have wants and desires. On the surface, those may look different, but they are all the same at the core. Your product exists because it fulfills one or more of these wants and desires. You can show your target customers how your product can satisfy their wants and desires through your sales letter. You use your product as a tool to help them get in touch with their greatest desires and pains by your sales copy. So, basically, it’s not about the product; you are talking to them about their emotions. Your product is a medium that happens to fulfill those emotions.
The purchase decision is made emotionally and then justified logically
So, if you can tap into those emotional triggers in your customer’s heart and soul, then you have a great chance of getting him to buy from you. Your job is not to convince his logical, analytical side, but rather, your job is to capture his emotional, intuitive side. Once you have him emotionally, it will be easy for you to convince him with your logic. I am trying to tell you here to think about your product as a means to an end. Not as an end unto itself. Remember this: The purchase decision is made emotionally and then justified logically.
The first thing you need to do is get into your prospect’s head
So you have to know your potential customers very well to be able to “feel” what they feel. Only then will you be able to “sell” them on your product. And once you have “connected” with your customer emotionally, you can proceed to the next logical step, which is convincing them that buying from you will make sense financially. The best way to do that is through an effective sales letter or a sales video. And the way to do that is by using powerful words and phrases which evoke strong emotional responses in your prospects.
So, the first thing you have to do is to understand your customer. Start with creating a customer profile or a customer persona. What are his deepest desires? What are his unmet needs? Once you have answered these questions, the rest of your job is simply to give him a compelling reason why he should buy your product.
By the way, your product must be of the highest standard and quality
And it must fulfill the promise you make to the customer. It is just that the product comes later, first comes your sales letter or a sales video (often called video sales letters). So write out a list of everything you currently have available on your product. What makes it unique? What makes it special? What makes it different from all other similar products? Now, think about what else you could offer your customers. What would make your product even more valuable to them? How could you improve it? By providing more free gifts? By cutting the price? By including a premium? By adding more features?
Whatever you decide, keep in mind this is what you will use to “trigger” the sale in your customers’ minds. The stronger the “trigger,” the more likely they will be to act on it. And the action they will take will be to buy your product. So the first thing you do is identify those solid reasons your product has which make it so unique and valuable.
Involve your prospect emotionally in your product
Next, you use those same unique and valuable reasons to make a sales pitch and convince your customer why he should buy your product. And do it by emotionally involving them in your product. Through proper choice of action verbs, paint vivid pictures of them having a great life with your product. Go for details, show them how it will not just solve their problem, it will make them feel smart. Their friends and family will appreciate them for their decision. And above all, how it will help them manifest their hidden desires and become the person they always dreamt of! Paint an entire story for them!!
Now you know why I said your product is just a sales tool (and marketing tool), not a sales piece! The description of your product is everything, as far as the selling process is concerned. If you want to test yourself, create two or more different “descriptions” of the same product. Only one of them (the most powerful sales letter) will make your customer buy the product!
