Effective Sales Letters Must Address These Objections
Is it ok if I just make this really simple?
OK…good!
Are you ready to write in a way that gets people moving, feeling, and responding?
Good! Keep reading below.
Have you ever struggled with how to write a dang letter so that it actually gets someone to take some sort of action?
I mean most the time when you write something you want some sort of action to be taken, either mentally or physically.
It’s frustrating though when you want to get something done with your communications and you spend time on it and it doesn’t do a dang thing…
Here’s a layout, simple as I mentioned, but extremely powerful. These items, in this order, must be addressed in your sales letter or sales copy. If you execute on these objections or points you’ll, without question, get more action:
- Get their attention, the person you’re wanting to read this
- Identify the problem, what’s the question they have in their mind right now
- Provide the solution, answer their question or relieve their pain/problem
- Present your credentials, why should they listen to you
- Show the benefits, features are easy to say “it’s got a lever,” but what’s the benefit of the lever?
- Give social proof, most the time we all want to ride on the ride at the amusement park with the big line behind it…it validates it must be good
- Make your offer, what are you selling me, offering me, wanting me to be excited about
- Inject scarcity, we all want what we can’t have and we’re scared it might go away, scare me with fear of loss and I’ll make moves
- Give a guarantee, make me feel safe and let me know that if you screw up you’ll make it right, go into major detail here
- Call to action, ok I heard everything you’re saying, now what do you want me to do next, right now, and in this instant, be very clear here and intentional
- Give a warning, let me know what I will emotionally or physically experience if I don’t take action on what you just presented to me, be vivid
- Close with a reminder, usually the “P.S.” of you letter holds this position, but tell me again what you offered me and the importance of it, again be clear so I understand it
Each steps job is to add loads of emotion to the reader and then calm them at the same time of their fears.
Zig Ziglar said it best, “Sales and marketing is simply a transfer of emotion.”
Be vivid in your writing, be simple, omit needless words, and drive complexity into my emotional sense with your descriptions…make me taste it, see it, hold it, feel it, and BELIVE IT. (always be honest too!)
Did this help? Can you write better now?
I’m sure you can…I kept this pretty simple.
Your comments keep my logs burning…don’t let me get cold, please!
Talk soon,
Mike
P.S. If you’re not sure of who I really am yet, here’s my story.
