Secrets of Million Dollar Emails

FOR MAIL CAMPAIGN & INTERNET

            Regardless of what you’re trying to sell, you really can’t sell it without “talking” with your prospective buyer.  An in attempting to sell anything on the Internet, the sales letter you send out is when and how you talk to your prospect.

            All winning sales letters “talk” to the prospect by creating an image in the mind of the reader.  They set “the scene” by appealing to a desire or need; and then they flow smoothly into the “visionary” part of the sales pitch by describing in detail how “wonderful” life will be and, how “good” the prospect is going to feel after he’s purchased your product.  This is the “body or guts” of a sales letter.

            Overall, a winning sales letter follows a time-tested and proven formula:  1)  Get his attention  2)  Get him interested in what you can do for him  3)  Make him desire the benefits of your product so badly his mouth begins to water  4)  Demand action from him – tell him to click the right button or send for whatever it is you’re selling without delay – any procrastination on his part might cause him to lose out.  This is called the “AIDA” formula (Attention, Interest, Desire and

Action) –  it works.

            On your website, your sales page should be the length of what it would be

if were doing a mailing, or longer if you’re using bullets to emphasize benefits to build the desire.  Of course on the Internet you don’t have to worry about letterhead stationery or the cost of postage, which is a considerable savings.  If, however, you want to also do a mailing campaign then the following would apply.  The sales letters in mailings that pull in the most sales are almost always two pages with 1 1/2 spaces between lines.  For really big ticket items, they’ll run at least four pages. – on an 11 by 17 sheet of paper folded in half.  If your sales letter is only two pages in length, there’s nothing wrong with running it on the front and back of one sheet of 8 1/2 by 11 paper.  However, your sales letter should always be on letterhead paper – your letterhead printed, and including your logo and business motto if you have one.

            Regardless of the length of your sales letter, it should do one thing, and that’s sell, and sell hard!  If you intend to close the sale, you’ve got to do it with your sales letter.  You should never be “wishy-washy” with your sales letter. You do the actual selling and the closing of that sale with your sales letter – any brochure or circular you send along with in your mailing will just reinforce what you say in the sales letter.

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