In the previous lesson we talked about the basics of copywriting. Today we’re going to take a closer look at the art of crafting a sales page, including the elements of a successful sales letter…
(Watch this video…)
Note: In the video I go into a lot more depth for each point.
– The reason marketers use long copy is because it works.
– Traditionally, long copy has almost always outperformed short copy, but things are changing.
– Online sales letters are moving toward personalization and interactivity.
– Read The Death of the Salesletter, by Michel Fortin
– A new free tool to see how visitors interact with your sales letter is Visitor Spy
3) Deck Copy
5) Opening paragraph (hook)
6) Who are you and why should they listen? (credibility)
7) State the problem
Key: You want them to FEEL the pain.
8] Give the solution to the problem (your product)
Key: Benefits listed in bullet points.
Key: Overcome objections.
-Be aware of FTC rules.
10) Make the offer
-It should be an irresistible offer.
-You need to have a “reason why” it’s so irresistible.
Keys: Urgency and Scarcity
11) Reiterate the value and state the price.
12) Throw in some bonuses.
13) The money-back guarantee.
14) Ask for the order. (Call to action)
15) Order box.
– Use subheadlines. (Important! Must stop scrollers in their tracks)
– Use Johnson boxes.
– Leave a lot of white space.
– Black text on a white background.
– Use a simple clear font.
– Do some text stylizing but don’t overdo it.
– Keep the background basic.
– Use Some Graphics. (Recommended: Ecover Engine)
Recommended Resource: The Copywriting Pack
1) Write your sales letter (unless you’re outsourcing it).
Optional: Do a video sales letter. See lesson #41 for video info.
Salesmanship is key! See also resources listed in lesson #12.
In the next lesson we’ll talk about outsourcing sales letters and other writing tasks.
As always, you are welcome to post your questions and comments below.
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