10 Essential Ingredients of Online Sales Letters [Needed For a Solid Close]

Sales letters have always been and ain’t going nowhere! 

Earlier you learn about it, the better you fare.

I’ll like to share with you what a sales letter is, and how to write yours or that of your clients.

What Is a Sales Letter?

A sales letter is a piece of written words about a product or service to a target audience with an intent to get the reader to buy.

It comprises words aimed at making the prospect to be moved enough to buy the product it is selling.

The primary goal of a sales letter is to sell and the only way to know if your sales letter is good is if the money starts rolling in

It’s not about your great epistle, or how fluent your sales letter is, or how carefully you arrange your words. If it doesn’t fetch the money, it ain’t no good.

Who needs a sales letter?

Anyone who has something to sell. Be it physical goods, digital goods, services and yes…you can sell yourself too.

While there are a lot of resources out there that offer solutions to writing the perfect sales letter, I will not have such claim.

I believe that sales letters can be dynamic and even the worst writer can craft a compelling message to his prospects, enough to move them to buy.

What I don’t want you doing is to overly rely on already made templates as a yardstick in crafting your message. 

If you understand your prospects well enough, you can write to their emotions. 

Don’t kill your creativity and your unique way of communicating to your prospect for some templates.

Where do you find sales letters?

Everywhere there is a product to sell. You see them pitch you on newspapers, magazines, post mails, emails, on websites and blogs.

Old time marketers sent sales letter by post mail to their prospects.

New generation marketers use the internet to pitch their prospects.

The Essential Ingredients of a Winner Sales Letter

While not trying to give conditions on what your sales letter should have, the following components have been proved to enhance the viability of any sales letter.

#1 – A headline they can’t resist

Make sure that the title of your sales letter immediately arouses the interest of your prospect.

Your headline is your first opportunity to capture your prospect’s attention to what you have to offer. So make good use of it. 

#2 – An opening paragraph that draws them in

Let your opening paragraph serve as a hook. Retaining their attention and igniting their interest even more.

If you do not take particular care in this stage, you might end up losing them as fast as you got them with your headline.

Having a good headline and a bad opening paragraph is like opening a door to a guest and slamming it back into his face as soon as he attempts to enter.

To write a great opening paragraph that draws the reader in:

Use questions that addresses the problem of your prospect: Questions have a way of drawing a person in and conditioning him to find the answer within your sales letter. This will make him to keep reading.

An example of a question as an opening paragraph is, ” Have you ever tried selling an online course you thought would do so well and wondered why you never made a dime?” 

State Facts: People love facts. And citing a verifiable fact from a reliable source will not only draw them in but give you off as someone who knows his onions.

Quote: A reasonable quote that resonates with your content can be used to draw in the prospect.

#3 – Build rapport through stories and empathy

Today’s customer are spoilt.

They won’t buy from you if they don’t see you as their friend who has their interests at heart.

Customers want to be sure you understand their problems and what they really need.

If you fail to build rapport in your sales letter, you’re as good as talking to yourself. They won’t buy from you if you don’t care for them like a real friend.

How do you build rapport?

Use a story.

A story is always captivating and can draw your prospect in. Use a story to show them how you or someone dear to you had similar challenges like theirs. Go into details in their major challenges and show empathy. Let them know that you know and feel their pains.

Back it up with who you are and how you finally came up with the solution to their major problems. Show them why you are the best man for them with the best solution.

Remember at this stage to sell the CONCEPT to them and NEVER the product.

#4 – Read-friendly content that appeals to the eye.

  • Always use subheads to organize and break up you sales letter to make it more read-friendly. No matter how interesting your headline is, a full page of block texts can discourage anyone from reading further.
  • Choose a legible font and a font-size that is not too tiny. 
  • Emphasize good points by making them bold or italicized.
  • Boost interest using phrases that urge the prospect to read on as well as gives him some breathing space. Phrases like – What more? I’ll tell you? Find more of such phrases here.

The point here is that your sales letter has to appeal to the prospects eye.

Even if your sales letter is long, applying the points given here will make the prospect to be able to scan through and still get the point.

#5 – Treat potential objections

Put yourself in your prospect’s shoe and visualize his potential fears or objections.

It is funny how many salesmen try to ignore and assume that their prospects won’t have any objections to their product because they think they have a great product. No matter how excellent your product is, your prospect might still have some objections to it.

While, he is not there to tell you physically, you need to still identify the potential objections and treat them.

Make those potential objections disappear from the minds of your prospect. Show them the bright side of it.

#6 – Use testimonials

If someone has already used your product. Ask for feedback and use it in your sales letter. If it is a new product, you can give a few sample out for free or at a discount in exchange for a testimonial. 

A testimonial calms the nerve of your prospects.

You can also use testimonials to also address the objections of your prospects. Show them through testimonials that someone with a similar problem got their problem solved through using your product or service.

#7 – Show them that the benefits outweigh the price

Give them a price you can justify and show them that they stand to gain more that what they are paying for.

If your are offering a high price for your product, make sure you take your time to show them how beneficial it will be for them as a way to justify the price. The higher the price you offer, the more effort you need to put in to justify the price.

#8 – A risk free environment

Create an environment that takes away the fear of losing money and not getting the promised benefits.

You can offer them a 30, 60 or 90 day guarantee within which they can return the products and still get their money back if they are not satisfied. This will give them some level of security.

#10 – A Bold Call

Boldly call out to them to buy and place a bold buy button that stands out so they never miss it.

Don’t try to be evasive about it. After all, rapport has been built, objections has been raised and cleared, testimonials have been given, now is time to call on them to buy.

Do it boldly.

Failing to do so will cost you good conversions. What a wast of effort that will be! 

Also make sure you give them various options to pay – Paypal, Credit cards or even cheque if the product you are selling is a high ticket one.

There you have it! The 10 essential components of a good sales letter.


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