By now you have acknowledged and agitated the problem your prospect is facing, you have introduced your solution to him and, boy what a glorious solution you have for his problems...
You have stressed the benefits of your solution and shown your collection of testimonials to back up all your claims about your product's effectiveness. Your prospect has read your iron-clad guarantee and feels secure that were he to buy from you he would have no risk whatsoever.
Your client has no doubts as to how miserable his life will be if he doesn't find a solution to the problems he is facing.
In fact you've built up an intense desire in your prospect for your product or your solution to his woes... But this is still not the time to let up - the marriage hasn't been consummated yet - he still hasn't hit your order button!
You still have to persuade him to hit that 'buy' button and enter his credit card details into your online order form.
You can't give him the slightest chance to hesitate, you have to show him a stunning sub-headline that pushes him over the edge and makes him hit that buy button with a frenzy that will leave him breathless.
This follow-up sub-headline must impel him into immediate action, whatever you say must be strong enough to remove all the last vestiges of doubt from his mind.
He's near boiling point after reading your powerful sales copy so the final push could be:
"Stop losing money immediately, invest in your copy now"
"Why wait until tomorrow to change your life?"
"It is time to get a better life, isn't it?"
"If you aren't man enough to take on a challenge - Don't Order Now!"
"Are you ready to really change your life?"
"Take 'XYZ' program for a test drive now"
"I challenge you to try 'ABC' out for 30 days, risk-free"
You can also remind your prospect about your risk-free guarantee policy:
"Don't forget that when you invest in 'XYZ' I shoulder all the risk... You have a full 90 days to profit from this investment..."
You can also use the fear of loss to help push your prospect over the edge. Show him exactly what he stands to lose if he doesn't invest in your solution now.
If necessary remind him why he has read your sales letter so far, restate and reagitate the problems he is facing, remind him of your solution and urge him to act now otherwise his life will continue to be miserable.
Don't forget to add a couple of PS's after your signature.
Many people will scroll to the bottom of your sales letter and read these first, they should contain the major benfits and/or the fear of loss as mentioned above.
As a final thought why not remind your prospect that all the smart people have already invested in your product or solution and ask him if he really wants to be isolated in society.
The need to fit in is a big psychological tool that you can use to great effect in your sales letter.
Copyright 2006 Stuart Elliott
1. The amazing power of the headline
When a visitor reaches your site, regardless of the topic, you have only between five and 10 seconds to capture his interest before he leaves your site never to return again. That's why when writing a sales letter you simply have to produce a powerful headline that gets the visitor's mind racing. A good headline should consist of power words ? words that touch the reader on an emotional level ? used to convey a powerful promise that provides great benefit to the potential customer and makes him want to continue reading.
2. Understanding your customer's mindset
It is very important to know who you are selling your product to. I see too many sales letters that try to force the customer to buy, using too much hype and/or using an informal tone. Instead of doing that, for more details visit to www.10steps-to-killer-web-copy.com try to write the copy as you were the customer's friend. Just be honest and show them all the benefits of your product/service ? using user friendly bullet points - and how it can make their lives easier ? this is another proven fact ? people buy e-books or courses or join membership sites because what they have to offer makes a certain part of their life easier.
3. Product quality proof
You may have created a great product but to convince people to buy and see that for themselves you must pass the quality check. You see, when reading a sales letter the visitor enters an emotional state caused by the powerful promise and the long term benefits a certain product can bring to them. In this emotional state, for more details visit to www.sale-trigger-generator.com people look for proof that what you are selling actually delivers on those promises. That's why providing testimonials from current customers are an absolute must. People love to hear about other's experiences with a certain product and a good testimonial could prove to be the extra push they need to buy.
4. Creating a sense of urgency
Nothing has the power to make the prospect buy from you more than the possibility of missing a great offer that he may never stumble upon again. That's why it's always important that your sales letters create a sense of urgency. This can be done in several ways. You could sell the product at a small price for a limited time ? and have like a countdown on your site with time remaining until the price goes up ? or sell it only to an exact number of people and then never again. Of course some actually close their offer after the number is reached but that is up to you. You could always keep the offer open and modify the number of spots that are still open.
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5. Guarantees
A guarantee practically eliminates the possibility of the customer losing the money invested in your product/service if they are unhappy with its quality. This helps the quality proof also as it makes the visitor trust you and not feel uneasy buying from you. Always be generous with your guarantee by promising to return the investment after 30, 60 or even 90 days after the purchase is made. This way a customer can buy from you with no fear of loss whatsoever.
Both Stuart Elliott & Durlabh Singh are contributors for EditorialToday. The above articles have been edited for relevancy and timeliness. All write-ups, reviews, tips and guides published by EditorialToday.com and its partners or affiliates are for informational purposes only. They should not be used for any legal or any other type of advice. We do not endorse any author, contributor, writer or article posted by our team.
Stuart Elliott has sinced written about articles on various topics from Sales letter, Emotional Intelligence and Marketing. Stuart Elliott is a world-class copywriter who has written numerous articles about sales letters and copywriting. Pick up your free copywriting power guide at