DaveOvenden.com

Do you know the 3 simple steps which will guarantee you to craft compelling salesletters?

Well, if you’re willing to invest 30 minutes of your time, then you’ll discover the exact steps to write profit-pulling copy that GUARANTEES your success…

Your sales letter can be the rocket fuel that crashes your site’s shopping cart… or it can be the iceberg that sinks your ship. It’s your choice.

Here are two common sales letter mistakes you should avoid:

>>> Mistake #1. Casting Yourself in the Starring Role

Your sales letter is one of the few chances you have to tell the world what makes your product so great, and why people should do business with you and not your competitor.

The problem is your readers don’t care about you or your product.

That’s right, they don’t care if you’ve been in business for ten years. They don’t care if you just won an industry award. And they don’t even care all that much about your product.

You see, the only thing your reader cares about is himself. That’s it. And once you fully understand and accept that, you’ll have unlocked the secret of the world’s top copywriters and wealthiest marketers.

Now step back and look at your sales letter from your customer’s eyes. When you talk about you or your business, how do you tie that into a benefit for him? When you talk about the features of your product, how does that benefit the customer? In short: what’s in it for your customer?

Here are three quick tips to help you keep the focus on the benefits and the prospect… and not on you:

* Every time you use the words I, me, mine, we, our and similar, check your viewpoint. This letter is about your customer, not you. Use the words “you” and “yours” generously.

* Remember that people buy benefits and outcomes, not features. That means they buy an outcome like headache relief, not a pill. Someone with a migraine doesn’t care about your pills – she only cares about getting rid of her pain.

* Tie any features you mention into a direct benefit. For example, a feature of a car might be its hybrid engine. The benefit of this type of engine is that the driver saves money on gas.

>>> Mistake #2: Using Subheadlines that Don’t Tell a Story

Here’s a little known-tip: to increase your browser to buyer conversions, make sure that your headlines and subheadlines tell a “mini story.” That means if someone reads your headlines and nothing else, they’ll still have a pretty good idea of how the product benefits them.

Let’s face it – a large percentage of people who land on your website simply won’t take the time to read your sales letter …but they might take a few moments to skim it. Maybe they don’t have time to read the whole thing, or maybe they’re just not sure if this product will help them.

For those people you need to sell your product using just your headlines and subheadlines – or at the very least, “sell” the skimmers on reading the rest of your copy. That means your subheadlines need to promise a benefit.

Too often you see beginning copywriters bolding all the wrong words and making these weak phrases into subheadlines. For example, imagine skimming a letter with the following subheadlines:

“That’s Crazy.”
“Jack was Right.”
“Never Again”

While some of those subheadlines may make you mildly curious, if you’re feeling impatient you probably wouldn’t bother delving into the copy to see what the product is and how it benefits you. And neither will your readers. They want to know immediately what’s in it for them.

Instead of the weak subheadline examples above, imagine that instead you skimmed a letter and read these bolded lines:

- “Here’s a Quick and Easy Way to Shave $314 off Your Heating Bill”

- “Here’s How to Get Free Wood for Your Fireplace – Even if You Live in the Desert!”

- “Discover the Three Sneaky Fees Your Electric Company Tacks on to your Bill – and How to Stop them Dead in Their Tracks Today!”

If you were the target market for this product, would these headlines make you interested in this product? You bet they would. If the subheadlines promise benefits and tell a story, they can convert even the fastest reader.

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This entry was posted on Sunday, May 4th, 2008 at 10:27 am and is filed under Ebooks & Software, Turbo Membership. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.
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