How to win customers and influence people


 

 The headline above is a play on the old Dale Carnage quote.

Before Dale Carnegie’s book “How to Win Friends and Influence People” was published, he sold it by mail with that same title as the headline of his sales letter.

Carnegie’s content was compelling, but that headline was what led to it being read.

One of the tricks that leads to that killer kind of sales letter is, even before you start on the first paragraph, get your headline down. You need to know your subject matter and what direction you are wishing to go, but having your headline in place will help you start to write as your words will feed off that headline.

So you came up with an AMAZING headline you are now gonna set your industry on fire! Well you are going to learn how to put together a sales letter that is going to be jam packed with little call to actions and triggers to get a positive response from your potential customers and partners, anyway :)

And to help you learn how to gauge your headline results here is a nice FREE little tool for checking your headline’s emotional motivation  Headline Analyzer

What you are looking for in your sales letter content is getting peoples…

  •  Attention: People take notice and want to know what you are all about.
  •  Interest: People want to investigate into what’s in it for them, how can it alleviate their pain/problems. OR bring pleasure joy and happiness to their lives.
  •  Desire: People see value in what you are offering them and that creates want to fulfill their needs.

 Some emotional triggers to include in your content

1.  Do they need more money?

2.  Do they need to save time?

3.  Are they interested in improving their health?

4.  Do they want more time with their family?

5.  Do they want a better style of living?

You must address each emotional trigger you lay out but, it’s a very fine line you walk in your sales letter. You don’t really want to solve their problems. You want to hint that you know the answer and how to fix it, just a little nibble of the fruit, do not give them the entire solution, or they will never buy the apple.

People are emotionally motivated:

They want to…

Make more money
Save money
Be rewarded for hard work
Quit their job
Experience love
Have a better home life
Feel better
Look good
Have more time
Get something for free

When you have connected with these emotions correctly- this will result in

Action! When you can show that you have the answer to what people are looking for, to change, to have, to be- people will move when YOU call for action!

Use a sense of urgency! Nobody wants to hear about how great you are, how awesome your brand is, that your company is debt free or see screen shots of your bank balances. They just want to hear what you can do for them and how fast!

Keep your sales letter friendly and use a conversational style that shares the benefits your potential customer future partners will receive.

Your sales letter needs to ask your customer to purchase by a specific date and give them a bonus for ordering by that date. That ol’ CALL TO ACTION is so powerful!

Make your letter stand out:

Use simple graphics to get the reader’s attention:

  1. Bullets
  2. Dashes
  3. Check boxes
  4. Numbers
  5. Asterisks

Try to accentuate important statements using:

  • Underlining
  • Exclamation points !!!
  • USE CAPITOLS and various size fonts (do not overdo this).
  • Highlight with a second color.
  •  Add Images to your sales letters. Letters with images convert better.

- Create templates (pre-written cheat sheets). start a collection of thoughts and ideas you jot down on the computer or a note pad to draft parts of your letters etc. that you can use to make new letters)

- Give away stuff (things that add value to your reader) :)

-  BONUSES  I cannot over stress the power of bonuses.The best bonuses are usually things that complements your main product but, isn’t exactly the same.

Make sure you review your work before you send. Maybe even have someone else proof it as well because typos are a no, no in a professional sales letter.

And One of the BIGGEST MISTAKES Marketers make when writing a sales letter is, they do not add a closing at the end of the sales letter in the form of a P.S.

The P.S. provides a very strong call to action message, which is the last information your reader is exposed to A Join NOW! Buy NOW! Click NOW! Is the CALL TO ACTION that invokes a Yes, or a no.

In fact I have many times read the Post Script before the content of the sales letter. And I am not alone there. So I cannot in press upon you strong enough the importance of using the P.S.

The P.S. in your letter should restate your most powerful benefit and have the sales offer in it.

Those two little initials P.S. can be the deciding factor if you get that YES or not- so use them.

P.S. You have about 8-10 seconds to get your reader to decide to read your sales letter. So take your time in writing your letter, realize no one starts out as a super writer of anything, it just takes practice to write a killer sales letter. But this should get you started.


Please let me know what you think about this and any post; or if you have questions or comments on the entire site. And to leave feedback login with your social media to tell us what you think.

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Take Care
Sandy Metcalf

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