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How To Create A Great Sales Letter To Funnel Prospects To Customers

Why write your own copy? Well, who knows more about you, your product, your business than you?

Copywriting is one of the most important skills to acquire, whether your writing a sales letter, an article, a press release or even a classified ad. They all contain similar parts.

You may consider yourself as a "Non-Writer" or tell yourself that you can't write. Wheter or not your were any good in English class doesn't matter because when copywriting many of the common rules are broken.

In order to write copy and become good at it, you must do it and keep doing. (practice makes perfect) By writing copy using the proper techniques you will start to see the difference in your results.

A big reason for learning how to write your own copy instead of outsourcing it is primarly based on how expensive it is to hire a professional copywriter. Top copywriters charge upwards of $10,000 or more per sales letter.

When you write your copy, there are 5 phases to follow: Opening, Body, Offer/Overcome, Close, Scanability

OPENING - is what your can see "Above The Fold" before you start scrolling. The opening focuses on 3 parts - powerful headline, target market identified, enticing hook.

Your headline is the most important part of any copy wheter it's a 10 page sales letter or a 3 line classified ad.

Types of Headlines:
- How To: How to make $500 a day from answering questions.
- If _____, Then _______: If you have this problem/interest, then I have this solution.
- List (# specific): 3 top sources for creating profitable leads.
- Credibility: When Guru's need quick cash, what do they do?

Target Market Identified - using "Attention Market" ie: "Attention Copywriters" or using Dear Copywriters.

Enticing Hook - If you have this interest/problem, this will be the most important letter you will ever read.

BODY - The majority of all purchases especially those online are made on emotions. Buying decisions are made because you WANT it, not because you NEED it. Most of the time you will give yourself or someone else a reason why you need it, even though you don't. By doing this you are selling yourself or someone else.

The use of features and benefits of the product is the most powerful selling tactic when used correctly. Most people don't understand how this works and usually get it wrong. You must first identify the "Feature" of your product: what the product has. Next add the "Advantage" of the feature - what it does. Then the "Motive" - what motives of the feature is satisfied. And finally comes the "Benefit" - what the feature means to the customer. The benefit is the gain the customer will get form a specific feature.

Most people get the Benefits wrong, instead of using the benefit they use the advantage. To make a powerful benefit, add the phrase "so that" or "means" after your feature. By continuely adding "so that" until you can't think of any more, you will then have your powerful benefit.

Example: Cordless House Phone
Feature - Cordless
Advantage - cord doesn't get tangled up
Motive - saves time unraveling cord
Benefit - means you don't have to spend time unraveling your phone cord so that you have more room to move with the phone so that it doesn't interfere with your phone calls.

Bullets - use your features in your bullets. Your bullets can make the difference whether the order is made mainly due to scanners - people who scroll through you sales letter usually take notice of bullets.

Use a story (yours or someone else's) in your own words grabs the prospect and pulls them through your sales letter.

OFFER/OVERCOME:

Offer - explain exactly what the prospect gets including bonuses. Make it easy to see, you don't want to hide it. Use a box with: different background color, border color, border size, border style - dotted, solid, double, etc.

Overcome Objections - too much money, too much time, too difficult. By overcoming these objections in now, you will elimnate people's doubts and create more sales. It can also lead to less support emails.

Strong Guarantee - guarantees increase sales, you may receive some refunds but more sales. By using a guarantee, it asks as a safety net for prospects making it risk free. To reduce refunds, use longer guarantees as it will put less pressure on the customer instead of forcing them to use the product right away. By having a longer guarantee such as 90 days or 365 days, many customers will set it aside and forget about it (adding to their virtual dusty bookshelves) If you use a 30 day guarantee, they may find they don't have enough time to put it use or see results and request a refund.

CLOSE - inlcudes a summary of your product, usually 2-3 paragraphs. Your Call To Action - why they need to buy now: time limit, limited # available, increasing in price, bonuses available

Post Script - is the 2nd most important part of your sales letter. You should include 3 post scripts: P.S., P.P.S, P.P.P.S, after each include a link to order. The second post script has been tested to bring in the best results. Your post script can include points not included in the body, tips, stats, highlights, release dates, etc.

SEO - How To Make Google Trustrank Trust You

A discussion of Google Trust Rank and a look at the things you can do to earn creditability in the eyes of Google TrustRank.

The Google TrustRank is just one big algorithm that relies on a number of secret factors when it comes to elevating your pages in the search engines. However most Internet gurus will tell you that there are certain things that you can do to greatly increase your chances of being put in a more honorable spot by the famous search engine.

First of all you might try registering your domain name for a long time. That shows Google how serious you are about getting into business. Register your name for ten years and see what happens. A website that’s registered for a long time is probably going to be given priority over one that is only registered for a year.

Secondly make sure you are working with an SSL certificate on your site. This also tells Google that you are a serious merchant that cares what happens to its customers and that intends to treat anyone who visits the site fairly. It also helps to list a real mailing address with the site as opposed to a Post Office Box. Too many scam artists use P. O. Boxes so Google may ignore your site if it sees that you don’t have a “real office.” Also be liberal with your contact information on the site. This gives you credibility with TrustRank.

Yet another tip for gaining credibility with TrustRank is to only link with sites that Google might consider reputable. These are known as authority sites. If you link to crap then Google might see your site as crap too. This would be a big mistake. You are better to have a few quality links instead of scads of less then respected links even though internet experts will often tell you that the more links that you have on your page will help boost your rankings in the search engine pages.

About The Author:
Christopher Angus is a SEO and Website Marketer. He can be contacted at: Sales (at) Brilliantseo.com http://www.chooseinsurance.co.uk BioFuel Additives http://www.crcwritingservices.com

Link Baiting. The Stairway To Heaven Or The Gateway To Hell?

A lot of people are saying that the Web is going to Hell in a hand basket and it’s things like link baiting that’s taking it there.

Link baiting, if you’re not familiar with the term, is the latest SEO trick that involves creating startling or controversial content that is so outrageous that people will naturally create back links to it in their blogs, e-zines and other web-based watering holes.

It’s called link BAITING because it’s all about creating a hook that draws back links like rotten fish heads attract crabs.

Now there’s nothing wrong with creating hooks, mind you, and link baiting could certainly be classified as a white hat SEO tool if it weren’t for the fact that so many people are abusing the concept.

Good hooks include humorous items, new items, articles and content about valuable resources and things like that.

But “Matt Cutts Devours Babies?”, that’s something else again. Who is Matt Cutts and why is he eating kids to begin with? Run his name through Google and you’ll come up with this:

“Matt Cutts works for the quality group of Google, specializing in search engine optimization issues. He is well known in the SEO community for enforcing the Google Webmaster Guidelines and cracking down on link spam.

He certainly doesn’t sound like a cannibal, but when that headline appeared on Threadwatch recently, no doubt posted by someone who wanted to annoy Google’s Chief of Link Baiting Police, the back links started flowing like cheap wine in a hobo camp.

And what was the end result? A lot of buzz and pages of links in Google all pointing back and forth to every web site that took the bait and discussed their opinion of link baiting.

And Matt? He doesn’t really eat babies.

What’s the future of link baiting? It’s going to keep on happening and it’s up to us to self police. If you get taken in by a link baiting headline, don’t give it more publicity by discussing it on your blog or sending it out to your e-zine subscribers. That’s just as bad as forwarding those stupid “Bill Gates will send you $1,000” emails that come from YourFriend@AOL.com.

Be different. Be smart. Engage in link baiting but make it white hat and you’ll keep your self respect and your credibility.

About The Author:
http://www.websoph.com