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Top 7 Ways to Write An Order-Pulling Sales Letter

By Judy Cullins

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Ready to put your Web pages up? Ready to sell a lot more products and services? If you're not getting the sales, you want you may want to think "makeover." Whether you're just starting or doing a web makeover, you need to Power Write your sales letters.

Before you call your Web master to design your web site, you want to be sure you have great sales copy for each product or service you want to sell.

What Doesn't Sell

-big pictures
-my mission
-my bio
-subscribe to my ezine
-dark colors
-a lot of script
-page takes more than 10 seconds to load

In my first Web site, I made many mistakes. Sales for six products didn't go over $200 a month. For the second Web site, each product, and service sales letter gave my visitors reasons to buy. Sales were $75 the first month, and in four months, they reached $2265. The next year they went to 3000 and each year after, over $4500.

Sales letters Sell! Here's 7 Sales Letter How-To's

  1. Start the Letter with a Benefit-Driven Headline.

    In a large Times Roman font, put up a question or benefit-driven headline that grabs your visitor by the collar. For example, "Want a quick and easy way to quadruple your Online Income in Four Months?

    If you answered, "yes" to yourself, this headline succeeds, because you will keep reading. If you said, "No, I don't believe this, "but I'm curious where this is going," the headline still succeeds. This headline should lead right into the benefits of your product or service.

  2. Add the Top Five Benefits of your Product or Service in Bullet Form.

    To define your top benefits start with a list of problems your client or customer wants solutions for. Your answer for your particular audiences problem is the benefit. Benefits sell.

    Examples: Save time or money; Build Business, Create better relationships, Create more health, Develop your spirituality.

    Too many professionals and business people assume features are what sell. Be sure to include both benefits and features in every sales letter. Example: Imagine 1000's of people reading your book next month by using the "Essential Nine Hot-Selling Points." (Benefit – book sales; feature—the Marketing how-tos)

  3. Address your Potential Buyer's Resistances.

    Remember to tell a background story of where your audience is NOW so they will emotionally connect with your solutions (the product or service). Let's say they want to write an eBook or print book to make themselves the "expert," make life-long passive income, or share their unique message.

    Many people don't write a book because they doubt it will sell well enough for all the effort, it may not be significant enough, it will take too long, cost too much money, and they really aren't writers. One, by one, your sales letter addresses their concerns and shows these potential buyers why they need to write a book to brand their business or share their message. You show them how they can become an excellent author and make their books more salable, while building their practice and profits.

  4. Sprinkle Testimonials Throughout your Sales Letter.

    Potential buyers who visit your site or another one that sells your products are more pulled to buy when they think other people have already. If these people are happy with your product or service, they will be too.

    Include testimonials from experts in your field, celebrities, man/woman on the street, and other people who have profited from your advice. Make the testimonials stand out with a different color background. A photo plus the blurb adds power.

  5. Offer your potential customers three or four chances to buy.

    They may have already decided to buy before coming to your sales letter, so offer a "Buy Now" button near the top of the sales letter. Offer more buying opportunities along the way after a list of benefits and features for your product or service.

  6. End your Sales Letter with your 100% Money-Back Guarantee.

    "This product comes with a 100% Money Back Guarantee. Read this book cover to cover, and if the strategies don't work for you within 60 days, we'll cheerfully refund your money, and you can keep the product too!"

  7. Make your Sales Letter Credible.

    Make sure your free bonus reports are not worth more than the price of your product. Would you believe this offer "order this $49 book now and receive 4 special bonus reports worth $395?"

Judy Cullins, 20-year Book and Internet Marketing Coach works with small business people who want to make a difference in people's lives, build their credibility and clients, and make a consistent life-long income. Judy is author of 11 eBooks including Power Writing for Web Sites That Sell. Two monthly free ezines, "The BookCoach Says...," "Business Tip of the Month," at and over 200 free articles. or


Article Submitted On: April 07, 2006