Secrets Of Effective Online Sales Letters

Here are a few key secrets of highly effective sales letters. You will find them being used over and over again, because they really work.

According to Bill Myers, one of America’s leading direct mail experts, when people receive a printed offer through the mail or by email, they read it in this order:

1. The Headline
2. Any Captions For Photos Or Drawings
3. Any Large Text Subheads
4. The PS
5. The Order Card
6. The Actual Text Itself

 Customers actually placed orders for Bill’s products without ever reading the text (and his products range from the $100’s up into the $1000’s)! Which means attention paid to the elements listed above is of prime importance.

 Here are some key format elements that will keep your prospects reading so that you can close the sale:

•  Break the copy up into short copy paragraphs. A single-sentence paragraph can make a striking point.
•  Use headlines and sub-headlines.
•  Use bullets (o), numbers, and dashes (-) to further break up copy, allowing plenty of white space to make reading your offer even easier on the eye.
•  Use arrows (–>), boxes, color or shading, indentations, bold lettering, CAPITAL LETTERS, italics, and punctuation!!
• Give customers premiums. Over-deliver on the offer which first interested your prospective customer in any way you can. Premiums can add tremendous value to your offer without substantially increasing your cost of delivery.
•  Emphasize the word FREE wherever it applies.
• Use graphics if you have them.
• Provide testimonials if you have them.
• Urge Immediate Action. State a time limit to your offer (note: many marketers offer their premiums only if prospective customers buy within a window of 7-14 days).
•  ”Know how badly your customers hurt, and what they want to achieve.”