10 Steps To Write Kick-Ass Sales Copy For Your Information Product’s Sales Letter

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10 Steps To Write Kick-Ass Sales Copy For Your Information Product’s Sales Letter

By Ronak Shah | October 14, 2009

Writing sales copy is an art and a craft. Writing persuasive sales copy requires a structure. A sales copywriter has to write an offer which compels visitors to buy your product. Sales copywriting or sales letter copywriting is an integral part of internet marketing and affiliate marketing. It is the most important skill required to sell your products & services online. You need to know sales copywriting at its best in order to make money online.

Therefore, here are 10 steps to write kick-ass sales copy for your landing page / sales letter:

1) Understanding the use & importance of headline:

The headline is always used to draw complete focus on the ‘unique’ selling point of your product. It is used to draw complete attention of the buyers to the end result attained from using your product.

2) Understanding the urgency in conveying the message to the prospective buyers:

The sales letter must make the targeted visitors aware of the need for the product. The fact that each product sells only to a target group of buyers makes market research very important before writing copy for a sales letter. Therefore, a professional web copywriter must know the profile, behavioral patterns, pain points, triggers and leverage points of the exact target group of buyers who will purchase your niche product.

3) Appeal to the target niche audience:

Every offer is written for its target specific set of buyers. Thus, the offer must convince the target group of buyers to purchase the product and make them click the “add to cart” button on your sales page to start the sales process.

4) Ability to tell a story and connect to emotional chords of prospective customers with empathy:

Story telling in a sales copy is used to establish trust, a unique warm bond with the prospective customer and make them feel a “part of the sales letter”. Human beings are emotional beings. This is not about using psychology but about building a strong relationship with the target audience. This is also used to help the buyers read/skim through the sales letter quickly without any hindrance and reach the end of the sales letter with eagerness. This can be used to create curiosity/need of the product as it can include leverage & pain points of the product consequently increasing the momentum towards hitting the sale.

5) Ability to provide social proof from various sources in order to affirm that understanding the niche topic is vital:

Well, testimonials are known as social proof. Information products require to gather momentum using social proof in a sales copy. Often results from your existing product reviewers can prove your products’ credibility. Mentioning the growth of your product’s niche market can signify its importance and clearly explain what it can do for the target audience. Video testimonials are often a great way to let people know the importance of your product.

6) Provide solid testimonials:

There is a specific way to get a testimonial written from your existing buyers in order to clearly explain what it can do for other prospective buyers. Testimonials are a powerful way to explain the significance of your product so they must be used in the most effective manner possible. Testimonials are social proof. Showing proven results of at least 3 – 5 customers within their testimonials can make a sales letter feel solid in front of your target market. Video testimonials are the most effective way to prove your credibility.

7) Ability to motivate / command people to take action and not pressurize them to purchase your product:

Often people just ‘try’ to sell the product ‘any how’ to any visitor. Persuasion must be used wisely with social proof.

Writing a sales letter to sell a product has its influence on the target audience. It can create positive & negative impressions on your target audience. Forcing/pressuring people to buy the product has its repercussions and may make people not buy your product. There has to be a command over the language used in a sales letter which is why sales letter copywriting is often known as “Direct Response Copywriting”. Sales letters require to command a direct response from a prospective visitor to make a definite purchase as the bounce rate is fairly high.

8] Ability to build intensity, momentum and suspense in a sales letter:

This is used to build curiosity within the reader by using the AIDA (Attention, Interest, Desire & Action) principle. There has to be a build up of excitement in the reader as to why they ‘must’ buy the product. The sales letter has to build up momentum by bringing in the benefits one by one. The reader must feel that they must really buy the product to be able to reap the benefits of your information product. The sales copywriter has to create suspense about the product by making visitors aware that the information is highly unique (one-of-a-kind), limited to a number of people and highly confidential. Make sure you let them know the information product is copyrighted and cannot be shared with anyone else.

9) Commanding the reader to trust you as they read the direct response copy of your sales letter:

Readers require to know whether they can trust you and whether you’re credible enough to trade with. So, as the owner of the product you need a testimonial as well. There has to be facts within the sales letter / landing page that prove you’re incredibly a trustworthy and reliable person. Creating trust in the reader’s mind about you as owner of the information product can create a buzz around the webosphere and draw attention from premium affiliates.

Therefore, you must clearly show your results and the sales letter must solely focus on the end result attained from the use of your product.

10) Make them take action to move away from pain and to gain pleasure:

Highlighting the pain point(s) and making them feel one with the sales letter by empathizing their situation can yield significant results especially when the pleasure points are written in a co-sequential format. The sales letter copywriter must involve the target audience within the sales letter and make them feel special while buying your product. If as a professional sales copywriter you are able to make them feel privileged of making the best decision of their lives by purchasing your product, you’ve definitely won half the race.

When you’ve sincerely won the customer’s heart and spirit once they have used your product, you’ve helped them implement your suggestions and helped them achieve significant results. Therefore, you’ve built trust and a solid reputation in your active buyers mind which has actively won you a lifelong customer (you just won the race completely). Thereafter, if you come up with fantastic information products and offers, people who have previously bought your product will actively buy what you are selling as there is an element of trust & motivation.

If you’ve questions regarding sales copywriting or find this post interesting, please feel free to comment below.

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