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Suggest You - How to Write Sales Pages that Work
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--From Lorrie Morgan-Ferrero’s sales letter for her Speed Copywriting Workshop
ADD BONUSES
“But Wait…There’s More!” You’ve presented a great offer, intrigued your reader, and now you add the icing on the cake. If there was hesitation to buy, these bonuses can be the decisive factor. You can develop your own bonuses, or exchange bonus products with other infoguru’s. You give away mine, I’ll give away yours (with attribution).
PLEDGE
As great as your product may be, you still need to overcome objections. A clear, solid, money-back guarantee can tip the scales.
ASK FOR A CLEAR ACTION
If people don’t know wh
An interesting ruling was made in the British Court of Appeals recently ...The justices determined that British customers who use a credit card abroad or on the internet will be given the same protection as those who shop in Britain.This decision allows purchasers to reclaim funds from their card company if the product they buy is faulty or does not arrive. As is the case in many countries, such a law already exists if goods are bought in Britain.The plaintiff in the case was the government i
I once read an ebook that advised writing your sales page before developing your product, because it was so important. That seems a bit extreme to me, but the truth is that many service professionals develop great, useful, even life-changing products, but then can’t sell them because they don’t know how to write good sales copy.
This article outlines a clear formula for writing a solid sales letter. Where appropriate, I’ve inserted some attributed examples. I don’t address the merits of long vs. short copy—they can both work, but let’s face it, few non-copywriters have the skill or patience to write 10 page sales letters, and I don’t know many people who like to read them on their screen.
POWERFUL HEADLINE
Your headline has to immediately engage your reader. It needs problem, promise, and passion in 25 words or less.
Who else wants to defy all normal, common, ordinary, customary boundaries and restrictions on making money — on the speed, the ease, and the independence? – Dan Kennedy’s Renegade Millionaire Course
TESTIMONIALS THROUGHOUT
Nothing convinces as well as other people’s word. You want these to be specific and give actual results when possible—“I added 12 new clients after using this system!” If you want to get testimonials, give away your product to a few trustworthy individuals in exchange for an honest appraisal.
DISCUSS A PROBLEM OR USE A STORY
Customers and clients want to know that you understand their problem and pain, and can solve it. Your headline will touch on the problem, here you elaborate. Stories hold attention.
HOT BENEFITS WITH BULLETS
Features are the tangibles: Why would your market care that you have ten years experience? Benefits are the emotional angles: Your experience makes me feel you’re competent and will be able to help me. To get to benefits, take each features of your products and keep asking “Why?” – Ultimately, you’ll get to the emotional response you’re really selling. People buy on emotions and justify with reasons.
Bullets can create a quick emotional response, and are one of the first parts read in a sales letter. This is a great place to address possible objections or doubts your reader might have. Come up with 10-15 bullets:
• What background materials you need before you begin to write (or else you’re simply wasting your time);
• My secret to turning phrases into benefit-driven statements that attract attention (we all buy based on how we believe a product will make us FEEL);
• Why you don't need to be a writer to write great headlines
--From Lorrie Morgan-Ferrero’s sales letter for her Speed Copywriting Workshop
ADD BONUSES
“But Wait…There’s More!” You’ve presented a great offer, intrigued your reader, and now you add the icing on the cake. If there was hesitation to buy, these bonuses can be the decisive factor. You can develop your own bonuses, or exchange bonus products with other infoguru’s. You give away mine, I’ll give away yours (with attribution).
PLEDGE
As great as your product may be, you still need to overcome objections. A clear, solid, money-back guarantee can tip the scales.
ASK FOR A CLEAR ACTION
If people don’t know wha
Shopping Cart Installation And SetupShopping cart technology has evolved to be a must-have feature for the internet seller. Most e-merchants are aware that shopping carts function to facilitate the purchasing process. They provide the means to catalog sale items; calculate price and shipping costs; and process real-time payments. What business owners may not know is that shopping carts services can, as a result of their data-collecting functions, provide valuable advanced marketing informa
POWERFUL HEADLINE
Your headline has to immediately engage your reader. It needs problem, promise, and passion in 25 words or less.
Who else wants to defy all normal, common, ordinary, customary boundaries and restrictions on making money — on the speed, the ease, and the independence? – Dan Kennedy’s Renegade Millionaire Course
TESTIMONIALS THROUGHOUT
Nothing convinces as well as other people’s word. You want these to be specific and give actual results when possible—“I added 12 new clients after using this system!” If you want to get testimonials, give away your product to a few trustworthy individuals in exchange for an honest appraisal.
DISCUSS A PROBLEM OR USE A STORY
Customers and clients want to know that you understand their problem and pain, and can solve it. Your headline will touch on the problem, here you elaborate. Stories hold attention.
HOT BENEFITS WITH BULLETS
Features are the tangibles: Why would your market care that you have ten years experience? Benefits are the emotional angles: Your experience makes me feel you’re competent and will be able to help me. To get to benefits, take each features of your products and keep asking “Why?” – Ultimately, you’ll get to the emotional response you’re really selling. People buy on emotions and justify with reasons.
Bullets can create a quick emotional response, and are one of the first parts read in a sales letter. This is a great place to address possible objections or doubts your reader might have. Come up with 10-15 bullets:
• What background materials you need before you begin to write (or else you’re simply wasting your time);
• My secret to turning phrases into benefit-driven statements that attract attention (we all buy based on how we believe a product will make us FEEL);
• Why you don't need to be a writer to write great headlines
--From Lorrie Morgan-Ferrero’s sales letter for her Speed Copywriting Workshop
ADD BONUSES
“But Wait…There’s More!” You’ve presented a great offer, intrigued your reader, and now you add the icing on the cake. If there was hesitation to buy, these bonuses can be the decisive factor. You can develop your own bonuses, or exchange bonus products with other infoguru’s. You give away mine, I’ll give away yours (with attribution).
PLEDGE
As great as your product may be, you still need to overcome objections. A clear, solid, money-back guarantee can tip the scales.
ASK FOR A CLEAR ACTION
If people don’t know wh
You’ve likely heard the old movie phrase, “If you build it, they will come.” While this might apply to mythical baseball fields, it does not apply to Internet business ideas. Simply building a website does not ensure that you will get visitors.To get traffic to your website, you need to keep your online marketing strategy in the forefront of every action you take with your business. Are you sending a letter? Then you need to include your website in the header. Are you answering an email? Make sure there is
DISCUSS A PROBLEM OR USE A STORY
Customers and clients want to know that you understand their problem and pain, and can solve it. Your headline will touch on the problem, here you elaborate. Stories hold attention.
HOT BENEFITS WITH BULLETS
Features are the tangibles: Why would your market care that you have ten years experience? Benefits are the emotional angles: Your experience makes me feel you’re competent and will be able to help me. To get to benefits, take each features of your products and keep asking “Why?” – Ultimately, you’ll get to the emotional response you’re really selling. People buy on emotions and justify with reasons.
Bullets can create a quick emotional response, and are one of the first parts read in a sales letter. This is a great place to address possible objections or doubts your reader might have. Come up with 10-15 bullets:
• What background materials you need before you begin to write (or else you’re simply wasting your time);
• My secret to turning phrases into benefit-driven statements that attract attention (we all buy based on how we believe a product will make us FEEL);
• Why you don't need to be a writer to write great headlines
--From Lorrie Morgan-Ferrero’s sales letter for her Speed Copywriting Workshop
ADD BONUSES
“But Wait…There’s More!” You’ve presented a great offer, intrigued your reader, and now you add the icing on the cake. If there was hesitation to buy, these bonuses can be the decisive factor. You can develop your own bonuses, or exchange bonus products with other infoguru’s. You give away mine, I’ll give away yours (with attribution).
PLEDGE
As great as your product may be, you still need to overcome objections. A clear, solid, money-back guarantee can tip the scales.
ASK FOR A CLEAR ACTION
If people don’t know wh
Is Branding a Must? Setting out on a long and expensive journey to create your brand is not recommended when you're an SME.By all means once you become a Coca-Cola, Virgin, British Airways or Ford you've got a vested interest in your brand for a different reason.If you're that big you want to take what you now know customers recognise about your company and continually create Top of Mind Awareness (TOMA) through advertising, PR and other marketing strategies. Just
Bullets can create a quick emotional response, and are one of the first parts read in a sales letter. This is a great place to address possible objections or doubts your reader might have. Come up with 10-15 bullets:
• What background materials you need before you begin to write (or else you’re simply wasting your time);
• My secret to turning phrases into benefit-driven statements that attract attention (we all buy based on how we believe a product will make us FEEL);
• Why you don't need to be a writer to write great headlines
--From Lorrie Morgan-Ferrero’s sales letter for her Speed Copywriting Workshop
ADD BONUSES
“But Wait…There’s More!” You’ve presented a great offer, intrigued your reader, and now you add the icing on the cake. If there was hesitation to buy, these bonuses can be the decisive factor. You can develop your own bonuses, or exchange bonus products with other infoguru’s. You give away mine, I’ll give away yours (with attribution).
PLEDGE
As great as your product may be, you still need to overcome objections. A clear, solid, money-back guarantee can tip the scales.
ASK FOR A CLEAR ACTION
If people don’t know wh
You can have first-rate products and services, but if you can't establish the need, communicate the benefits and differentiate yourself from the competition in ways that make people want to do business with you, you’ll forever be selling up hill.As Robert Krumroy, Identity Branding, Inc. says: “Branding is about the customer--who has never met you--being able to answer the question: ‘Why you?’"Your “Value Proposition”Your brand can be based in large part on your “value proposition,” wh
--From Lorrie Morgan-Ferrero’s sales letter for her Speed Copywriting Workshop
ADD BONUSES
“But Wait…There’s More!” You’ve presented a great offer, intrigued your reader, and now you add the icing on the cake. If there was hesitation to buy, these bonuses can be the decisive factor. You can develop your own bonuses, or exchange bonus products with other infoguru’s. You give away mine, I’ll give away yours (with attribution).
PLEDGE
As great as your product may be, you still need to overcome objections. A clear, solid, money-back guarantee can tip the scales.
ASK FOR A CLEAR ACTION
If people don’t know what to do they won’t do it. Don’t make your reader guess the next step.
POWER PS
The PS is said to be one of the items most read in a letter, so add a PS that reiterates a benefit or urgency to buying NOW.
CONCLUSION
If you find you really love this stuff, one of the best ways to become a good copywriter is to steal a technique from 19th century language education—find good sales letters and copy them by hand, word for word, over and over. This is also a great way to memorize Homer. And as always, if you need further resources, please email me.
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