Regardless of what you’re trying to sell, you really can’t sell it without “talking” with your prospective buyer.  And in attempting to sell anything on the Internet, the sales letter  is when and how you talk to your prospect.


All winning sales letters or copy as is the term in internet marketing “talk” to the prospect by creating an image in the mind of the reader.  They set “the scene” by appealing to a desire or need; and then they flow smoothly into the “visionary” part of the sales pitch by describing in detail how “wonderful” life will be and, how “good” the prospect is going to feel after he’s purchased your product.  This is the “body or guts” of a sales letter.


Overall, a winning sales letter or copy,  follows a time-tested and proven formula:

1)    Get thier attention 

2)    Get them interested in what you can do for them

3)      Make them desire the benefits of your product so badly their mouth begins to water

4)      Demand action from them – tell them to click the right button or send for whatever it is you’re selling without delay – any procrastination on their part might cause them to lose out. 


This is called the “AIDA” formula





 And  it works.


The sales letter should do one thing and that’s to sell, and sell well!  If you intend to close the sale, you’ve got to do it with your sales letter.  You should never be “wishy-washy” with your sales letter.


You do the actual selling and the closing of that sale through your copy – any brochure or circular you send your customers will just reinforce what you say in the sales letter.


There’s been a great deal of discussion in the past regarding just how long a copy should be.  A lot of people are asking:  Will people really take the time to read a long sales letter?  The answer is a simple and time-tested yes indeed!  Surveys and tests over the years emphatically prove that “longer sales letters” pull even better than the shorter ones, so don’t worry about the length of your sales letter – just make sure that it sells your product for you!


The “inside secret” is to make your sales letter so interesting, and “visionary” with the benefits you’re offering to the reader, that he can’t resist reading it all the way through.  You break up the “work” of reading by using short, punchy sentences, underlining important points you’re trying to make, with the use of subheadlines, indentations and even the use of a second color, and leaving lots of white space around it. 


On your website, the sales letter should run down the middle of the page so the viewer doesn’t have to keep adjusting the screen to see the whole sentence. This is very distracting and more apt to send that client to another website than losing patience reading a long letter.

 If you need a professionally written sales letter that converts your prospects from just browsers to buyers, fill in the form and let’s see if I can help you.

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