overcharged vacuum cleaner you must follow the AIDA principle.


Attention...


At the top of the sales letter you must get the readers attention. You've only

got about 3 seconds so it must be good. The main purpose of a headline is to sell

the reader to continue reading further. The other purpose is to grab the

prospect's attention quickly. The headline should be the sum of your entire sales

letter in about 15 picture action oriented words or less. Picture action words

are like... "Jump through a hoop of fire" or "Scarier than falling off a ten

story building" or "More Power Than A Raging Bull". "Mouth Watering Juicy

Steak". Did you notice yourself picturing those things? Words entering the mind

can be very powerful if done correctly.


Interest...


Here you want to outline some of the benefits of your product or service. You

want to make the reader interested in what you are offering. You could clearly

define the problem your reader is having and then present your unique solution to

that problem. It helps to exaggerate the problem and give a few examples of how

the problem causes the reader to waste time, cause lost revenue or the emotional

frustration of computer problems. Then offer your reader the solution which is of

course your product or service.



Desire...


This section has everything to do with causing the reader to have an emotional

reaction to your sales presentation. It's good to use picture action words here

to fuel that emotional reaction. Tell the reader what they will get after they

place their order. Also use testimonials from satisfied customers and the best

type of testimonial is one that explains how their specific problem was solved

with your product or service using superlative phrases.



Action...


Now you want the reader to do something. This part of the sales process is often

called the "Call To Action". You must tell the reader exactly you want the reader

to do. You must be extremely specific. Such as... "Subscribe to my newsletter now

by clicking on the "subscribe now" link" or "Call this phone number right now to

listen in on the seminar". As amazing as it seems, unless you are VERY specific

people will get confused and not know what to do. And if they don't know what to

do they will leave and not take the action you want them to. It's very easy for

the writer to leave out important bits of information since it's clearly

understood in the writer's mind.


These basic sales presentation principles have sold billions of dollars worth of

goods and services throughout the years and will continue to do so for years to

come.