The Basic Secrets of A Million Dollar Sales Letter
“Accepting the consequences, good or bad, will free you; take a risk, but be aware that things sometimes turn out differently than you expected." -Marcia Wieder
No matter what you try to sell, you really won’t sell anything without getting a prospective buyer to purchase your product or service. In attempting to sell your merchandise or services, the sales letter you send out is when and how you talk to your prospect.
All winning sales letters speak to your prospect by creating an image in the mind of the reader. They set the scene by appealing to a desire or need, then flows smoothly into the visionary part of the sales presentation. This visionary process describes in detail how wonderful life will be and how good the prospect is going to feel after the product is purchased or the service has been performed. This is the heart, soul, and secret of a million dollar sales letter. In your sales letter and your marketing campaigns, give your prospect a clear vision of the benefits they will receive or take away from what you are offering.
For this to happen, your winning sales letter must follow a time-tested and proven formula known by the acronym AIDA:
A - You must get your prospect’s Attention.
I - Give your prospect an Interest in what you can do for her.
D - Create a Desire for the benefits you’re offering.
A - Request some Action from your prospect.
The Attention for your offer first comes from your headline. If it’s not compelling or a heart-stopping attention getter, work a little harder to make it so. Look at other advertisements that have made you stop and take a second look at what was offered. Then come up with a better one of your own that fits your offer. A powerful headline is 80% of the success or failure of your sales letters and promotions.
When your headline expresses your unique positioning statement -- the million dollar phrase that captures in just a few words the "essence" of what you have to offer and how it will benefit a customer. A compelling headline can go the extra distance as an opening line for your sales letter and goes a long way towards establishing your "brand."
Is the offer of Interest to your potential customer? What makes your product or service distinctive from your competition? Why would a prospect buy your product or use your service over another’s? Make the image of your product important. Whatever you offer should have the power to stay in the marketplace a long time. Just because life changes so rapidly, your product and/or service doesn’t have to conform. Potential customers need to know you’ll be there when they are ready to purchase your product or service.
How can you make your product or service Desirable? This is where the benefits are highlighted. Will it make the prospect feel more healthy? Save money? Lose more pounds ? Will it make them look more beautiful? Find ways to communicate the benefits to your potential customers. Use words that are powerful and irresistible like: magic, caring, power, richer happier, abundance, appealing, and enticing.
After announcing or promoting your offer, what is the result or, what type of Action do you wish your prospect to take? Be clear on your directions. Do you want them to request additional information, by telephone? By email? Must she mail a check? Call for further details? Or, just give an opinion?
Working the above AIDA formula into each of your sales letters and business marketing campaigns will determine the success of your business. And putting passion, purpose, and truthfulness into each sales message will work wonders - and bring you success.
Copyright, 2004
Gerri D Smith is publisher and host of multiple Gateways to inspiration, motivation, and support for individuals, women business owners, and entrepreneurs. Gerri's internet resource offers ways to unlock the doors to your personal and business empowerment. Now is a perfect time to own your own business and discover some of the best ways to market a product. One is by letting your customers see it before they buy it. This concept is a sharing of information and is made available by the Internet. Best of all it’s delivered right to your email doorstep. Why not invest in your future, now. To help you reach more of your personal and business goals, subscribe to Gerri's Free bi-monthly inspirational newsletter.
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