Here’s a fantastic 12-step formula for anyone who would like to learn about the sales letter writing process…
Most people can write a powerful sales letter by just following this simple 12-step process. Make sure that you include each of the steps because each step builds your case in a unique way and adds to the reader’s emotions.
The 12 Step Sales Letter Template
You don’t have to be an award-winning copywriter to create effective sales letters. In fact, writing great sales letters is more of a science than an art. Even the pros use proven “templates” to create sales letters that get results. The following is a 12-step template for writing foolproof sales letters.
Whether you’re giving a sales presentation in person or on paper, the process of overcoming the hurdles leading to buying resistance are much the same. These hurdles are manifested in many spoken and unspoken customer comments such as:
It’s important to remember that people are motivated to buy based on
their emotions and justify their purchase based on logic only after the
sale. This means that each step in the sales letter process must build
on the reader’s emotions to a point where they are motivated to take
action.
That being true – – there are only two things that truly motivate people and they are the promise of gain or the fear of loss. Of the two, the fear of loss is the stronger motivator.
Think about it.
Would you rather buy a $50 course on “How to Improve Your Marriage” or “How to Stop Your Divorce or Lover’s Rejection?” I have empirical data that proves that the second title outsells the first 5 to 1. Why? Because it addresses the fear of loss.
Underlying the promise of gain and the fear of loss are seven “universal motivations” to which everyone responds. Whatever product or service you are selling you need to position it so that its benefits provide one or more of these universal motivations.
To be wealthy
Ultimate motivations are what people “really” want. The product or service is just a vehicle to providing these benefits so make sure your sales letter focuses on these motivational factors.
Most people can write a powerful sales letter by just following this simple 12-step process. Make sure that you include each of the steps because each step builds your case in a unique way and adds to the reader’s emotions.
The 12 Step Sales Letter Template
You don’t have to be an award-winning copywriter to create effective sales letters. In fact, writing great sales letters is more of a science than an art. Even the pros use proven “templates” to create sales letters that get results. The following is a 12-step template for writing foolproof sales letters.
Overcoming the Hurdles Leading to Buying Resistance
Every person has some form of buying resistance. The objective of your sales letter should be to overcome your reader’s buying resistance while persuading them to take action. I liken writing a sales letter to running a steeplechase foot race. The first one to the finish line who has jumped over all the hurdles is the winner, or in this case, gets the sale.Whether you’re giving a sales presentation in person or on paper, the process of overcoming the hurdles leading to buying resistance are much the same. These hurdles are manifested in many spoken and unspoken customer comments such as:
- “You don’t understand my problem”
- “How do I know you’re qualified”
- “I don’t believe you”
- “I don’t need it right now”
- “It won’t work for me”
- “What happens if I don’t like it”
- “I can’t afford it”
- Get attention
- Identify the problem
- Provide the solution
- Present your credentials
- Show the benefits
- Give social proof
- Make your offer
- Inject scarcity
- Give a guarantee
- Call to action
- Give a warning
- Close with a reminder
Motivation Is An Emotional Thing
That being true – – there are only two things that truly motivate people and they are the promise of gain or the fear of loss. Of the two, the fear of loss is the stronger motivator.
Think about it.
Would you rather buy a $50 course on “How to Improve Your Marriage” or “How to Stop Your Divorce or Lover’s Rejection?” I have empirical data that proves that the second title outsells the first 5 to 1. Why? Because it addresses the fear of loss.
Underlying the promise of gain and the fear of loss are seven “universal motivations” to which everyone responds. Whatever product or service you are selling you need to position it so that its benefits provide one or more of these universal motivations.
To be wealthy
To be good looking
To be healthy
To be popular
To have security
To achieve inner peace
To have free time
To have fun
Ultimate motivations are what people “really” want. The product or service is just a vehicle to providing these benefits so make sure your sales letter focuses on these motivational factors.
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