Drafting a High-Converting Sales Letter

Drafting a High-Converting Sales Letter
Ever heard of the saying that if the heart’s in it, the brain will follow?

There is need to capture the heart of today’s advert weary buyer as a
result from flooding sales letters from received advertised products or
There is need to follow the required step-by-step structure for your sales
letters to achieve results. A structural plan that goes into the heart.
Emotion is the key to buying anything; whether it is paper clips or plain
paper, emotions are required to enhance a purchase. Once the emotion
is set rolling, facts, specifications, and the likes are used to justify the
decision made.
Catching your customer’s emotion is the main essence of every sentence,
phrase and everything about your sales letter.
The promise of gain and the fear of loss are the two emotions that really
motivate people. The stronger is the fear of loss. Choosing from using 
either “How to keep from being sued” or “Save money in legal fees” as
headlines will get better a response as an example of a sales letter.
Basic human needs are based on keeping the fear of loss or the promise of
gain which give rise to seven emotional hooks. Your sales letter must
frankly address as many of these basic needs irrespective of your product
or service.
These seven emotional hooks are:
Free time.
Fun or excitement.
Safety or Security.
Good looks.
Using all these is more important. So, how do you get them to the
heart, or get your prospective customers to act or utilize the copy
paradigm? For instance, you will catch the attention if you shout
“Peanuts” facing an audience in rows of bleachers in a baseball
stadium. Your boss has given you a bag of peanuts that you must
completely sell or you’ll get fired. Therefore, you must sell.
Use The Verbal "2x4"
An emotional motivator must be used to hit them on the head, meaning
you start with an envelope. You can ask “When you saw a plain white
envelope, did you remember the last time you rushed to open it?” 

Remember that you must make use of the promise of gain or fear of loss,
written boldly.
Let’s consider these two examples:
Gain: In this white envelope, we put a money-making miracle.
Loss: Work hard for the rest of your life and throw this away.
The envelope was eventually open and you saw a boring paragraph about
your leadership in the industry having conventional sentences about
dedication, innovation, and commitment.
It Goes in a Round File
Making use of our key motivators; the promise of gain or fear of loss.
Either must be in the headline, as your reader must not miss it and it must
strengthen the headline into watering their appetite to rip open the
envelope. Both your headline and sales letter must come together in their
emotional impact and the message.
For instance, “You are halfway to getting rich if you finish reading this
letter”. Our next discussion will be about the body of the copy, getting
what to say to leave your existing or prospective customers begging for
your product. You must mine the clues to master the perfect sales pitch
and get into your customer’s emotions.
Testimonial Time
Heard of profiling? You put details of key specifications that build trust in
your company and you. This can be done by sharing satisfactory words of
testimonials from your satisfied customers. There will be the edge if you
can get this from people in the industry that your prospects recognize and
you can also make use of photos, phone numbers if you have access to
them to boost your credibility.

You can share experiences of how long you have been in the business and
share any articles about your company and or its products that were
shown in the any type of media. These might cost more as they are
revealed from an impartial source.
Having mitigated their fears concerning doing business with an unknown
entity, your prospects will be completely sold about your product or
service. They won’t think about you but about what you can do for them to
solve their problem. This is the right time to share your details because you
have built trust.
Make Your Customers an Offer They Can't Refuse
After your customers go through your sales letter, make them an
urgent, compelling and irrefutable offer. Offers that will make them feel
they aren’t losing anything but their problems. Let’s say you combine 3
big offers of irresistible free gifts, terms, and price.
For instance, you can make an additional offer of giving a low-interest rate,
for example, a blade-sharpening tool and a discounted retail price for sales
of a cordless electric mower. Adding an additional benefit might serve as
safety goggles or an extended warranty to raise the perceived value for the
electric mower. Your offer is enhanced with convincing benefits.
Use a Guarantee
There is need to take the risk out of the purchase, by giving a strongest
guarantee you can, making your offer bulletproof, allowing your reader
to know that you are absolutely sure about your product or service. Every
customer listens to a little voice that talks in his or her head that “You
will regret buying this”. Go ahead with this final commitment, back it up
with a guarantee.

Encourage Those Delaying
Some readers’ mind is willing but the flesh is weak as they want to
purchase. They know and are convinced that your product or service can
solve their problem. They have been reading your letter and are
convinced about your product, it is time to use the emotional motivator
which is the fear of loss.
For the example of the mower we are using, you can tap into this fear of
your reader because of the good offer on the product, there are only a few
mowers remaining or that the offer is reserved only for the next 50
customers that buy or the extended warranty is available only for few days.
The promise of gain can as well do the same as the fear of loss. Another
example could be to buy now and get a $20 gift card.
Action Call
Use simple action words, keep it simple stupid (KISS). Your readers are
flooded with messages every day though they have assurance for your
product. Each product has different buying procedure which only you and
your staff are aware of for your readers who need it. Stop!
Take them through the purchasing process, either to make a phone call
or they need to fill out a form and email it or they need to fill out the
form, say so. Let them have the clear ordering of what they are buying.
Always Be Closing
As you sprinkle your call to action all over your letter, ask for the order and
follow ABC of Alec Baldwin’s admonition in the Glengarry Glen Ross movie
“Always Be Closing”. ABC won’t come as a surprise when you give another
call to action at the end of the letter as it will serve as another reminder or if
they are ready to order halfway, they will be notified on what to do.

Use Magical Afterthoughts
Do you think nobody reads Afterthoughts? I bet you’re wrong.
Afterthoughts or postscripts are the third most read part of the letter after
the headline and any picture captions. Afterthoughts must be brief,
compelling, drawing on your key motivators of loss and gain, establishing
urgency and value. They are places to repeat your irresistible offer to your
readers and top wordsmiths use these in their letter.
Use The Order Form to Drive It Home
The little voice behind every customer comes alive again here when it gets
to the order form. Some of the best sales are won or lost on the order form.
It might come like “Go ahead”, “You’ll regret this” or “Are you sure of what
you are doing now”. These can be tagged Remorse of a pre-emptive buyer.
Use key motivators one last time (gain and loss); only be brief, urgent and
compelling just like previous persuasive arguments as before.

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