So you want to sell online... You have a product ready to go, but

how are you supposed to write a sales letter like the ones used

by the biggest names in internet marketing? A sales letter that

attracts prospects and makes sales?

It's no secret that the biggest names in online marketing have

been studying the art of writing sales copy for the web for many

years. If they haven't, they hire someone who has.

Just having a product to sell online is not going to make you

sales. Unless you have the budget to hire a pro copywriter for

the web (which will cost you as much as $15,000 for one sales

letter, possibly plus 10% of the gross sales), you had better

start learning how to write a sales letter that will bring you

sales.

The key to a winning sales page for your web site is crafting a

great offer. Your offer must be so irresistible, that it almost

looks like you are getting the short end of the deal. Like the

customer is taking advantage of YOU!

Your irresistible offer must also stand out from the crowd.

Develop your own USP (unique selling proposition) and wave it

around like a flag. This is why they should buy from YOU, instead

of somebody else.

One more thing your offer must do is solve a pressing concern or

problem that your prospect is AGONIZING over. Your sales letter

must clearly state their biggest problem. Prove how bad this

problem really is to your reader. Then give them the clear

solution to their problem available only from YOU!

Lead off your sales letter with the offer's biggest benefit to

your potential customer. Then lead them into an interesting story

dealing with their situation. Capture their attention and hold

it, by inserting subtle "teases" that tell them what's to come

further on in your letter. This creates curiosity, and if done

well, will keep them GLUED to your web page.

To build value for your product from their perspective, educate

your reader and inform them of what your product will do for them

(always keeping "What's In It For Me" in mind). Make sure any

strong statements are backed up with a "reason why" so they are

more believable. This does wonders for your credibility in their

eyes. If price is a major objection use a strong reason why to

make the prospect understand your product's real value to them.

As your offer develops use a limited time or limited quantity

deal to create a sense of scarcity and fear of loss. Spell out

your bonuses clearly and recap the benefits they will get (and

WHY they are important). Then go over everything they will get

WHEN (not IF) they buy from you.

Some sales people would call your next step closing the deal, but

you should really look at it as a "call to action". Tell your

reader EXACTLY what you want them to do NOW, then tell them WHY.

Sign your sales letter as you would normally, with a pleasant

goodbye and your signature or initials (a scanned or hand drawn

signature works well). Include a P.S. where the first paragraph

is another recap of what they will get, and in the second

paragraph nicely question their commitment and attitude

concerning the biggest benefit, ending with another strong call

to action. (The second paragraph can be a P.P.S.)

The more your practice, the better you will become at writing

sales letters for the web that sell.

Studying "The Masters" helps a lot, too. It is common practice in

the world of copywriting for the web to collect a "swipe file" of

sales letter examples from various copywriters and marketers. Use

the examples in your swipe file to build (also known as modeling)

your own successful sales letter, written mostly in your own

words. Be sure you customize the examples for your market and

offer, and don't copy anything word for word or you may be facing

copyright infringement troubles later on.