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Once you’ve written your ad or sales letter, you’ve got a killer headline, a strong guarantee, you’ve gained your reader’s trust and respect with evidence and testimonials, and you’ve got them excited and wanting to respond, then there’s one critical thing left to do… Get them to take action NOW, and order your product or service!

The biggest difference between a weak sales letter and a really strong one is a weak one can tend to fade away towards the end and lose momentum, while a strong one will continue to build excitement in their reader all the way right to the end.

Think of your letter like a song, slow and melodic to start with, getting your reader intrigued, and then slowly builds with intensity and excitement, and then keeps building and building to a big beautiful crescendo, that has your reader pumped up and ready to give you their money on the spot!

You should also make a cut-off date for your offer, or some sort of time limit or product limit. If there’s a limit to your offer it makes it more exclusive, and inspires urgency in your customer by having the possibility that they could miss out if they wait too long. Another way of doing this is what’s called a ‘takeaway close’. What this means is you could offer some fantastic bonuses, which have a time limit on them, say for example 7 days, so they have to order in the next 7 days or you’ll take away these bonuses
and they’ll miss out. We all procrastinate at some time or another in our lives, so if you’ve provided strong reasons for your customer to do business with you and you’ve given them fantastic value with an irresistible offer, then limits on the offer will inspire more immediate action. They’ll be much less likely to ‘leave it til later’, when they’ll probably just forget about it.

This is why it is also called ‘direct response marketing’, because you’re getting your customer to make a decision sooner rather than later. You may find it hard to believe, but a lot of businesses can make it difficult or vague for your customer to actually order and pay for your product or service.

So make it easy. Give them as many options as possible. Put your contact details right in front of them so they can write or call to ask any questions that they might have. Let them choose how they want to give you their money. And this also means giving them split payment plans for high cost products. That way they don’t have to commit a large chunk of money all at once, and it makes it easier for them to say ‘yes’ and give you money.

It all might seem like common sense stuff, and it really is, but if you’ve been successful up to this point in getting your customer worked into a frenzy and wishing they had your product right now, the last thing you want to do is let them start to lose interest by making the ordering process frustrating.

P.s. I just want to leave you with one last thought. You should always use a p.s. in your sales letter, as many people will skip straight to the end to find out how much they have to pay, and what your offer is really all about. This is a great place to put the most important parts of your offer, and get them to go back up and read all the way through!

It can be a little bit like a game, manipulating your reader to do certain things, and sometimes even like jumping through hoops, but when you know in advance what your reader is thinking and what they want, then it puts you in the strongest position to help them solve their problems, and of course for your business to make more profits!

Mick Reade has been trained by Australia’s highest paid copywriter, and now does freelance work as well as teaches others how to improve their copywriting skills, for more information please check out

http://www.myadcamp.com

Headlines are one of your biggest weapons for getting more people to notice your advertising, for whatever medium you choose to use. Now you are using headlines, aren’t you? And NOT your logo – that’s not a headline. Only one person cares about your logo, and that’s you.

Whereas a headline is something every single one of your prospects will be glued to like a kid on a cartoon. Whatever you’re writing, you’ve GOTTA HAVE A HEADLINE. But here’s the deal, there a are good headlines and bad headlines, so I’m going to give you an absolute killer template headline that you should use THIS WEEK in your business. Remember, a headline’s goal is to do one thing only – stop your prospects in their tracks and lock them onto your ad, and some people say you only have 1.5 seconds to catch their attention, so you need to make it good!

Master copywriter David Ogilvy has said… “On average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent 80 cents out of your dollar.” So if you’re using your own logo at the top of your ad, you could improve your response immediately, just by sticking ANY kind of headline up instead!

So would you like to know one of the great secrets for writing headlines that literally slap your prospect in the face and demand they open their wallet? Good, well here it is for you… model headlines that already work!! Don’t try and reinvent the wheel, the best way to come up with fantastic headlines is to take what already works, and adapt it to your own business. Isn’t that simple?

Here’s an absolute knock-’em-dead blockbuster template for a headline:

IMPORTANT NEWS FOR HOMEOWNERS:
Don’t pay another phone bill until you read this…

IMPORTANT NEWS FOR WOMEN:
Don’t buy any makeup products until you read this…

IMPORTANT NEWS FOR BUSINESS OWNERS:
Don’t run another ad until you read this…

Do you see how powerful this is? And I’ve shown you 3 different versions, so all you have to do is apply it to your own business and you could easily double or even triple your responses! How about these headlines:

Do You Make These Mistakes With Your Money?

Do You Make These Mistakes Playing Golf?

Do You Make These Mistakes In Bed?

Do You Make These Mistakes Baking Cakes?

I could go on, but I’m sure you get the idea. This particular headline works on your curiosity. It gets the reader to say to themself, “maybe I’d better read on and find out.” The main thing you really want your headline to do is to get your reader to be interested enough to see what else you’ve got to say. MAKE AN IMPACT! Remember the old saying ‘first impressions last’? Well that saying still applies today.

And now that we are bombarded with up to 5,000 advertising messages each day, it is more important than ever to stand out and be noticed! If you have a headline that literally screams out, READ ME, then you’ll be more than half way to having an effective advertising campaign that starts making profits for your business! Remember the 80 cents out of each advertising dollar? Well now you know how to focus your efforts to have the maximum impact!

Mick Reade has been trained by Australia’s highest paid copywriter, and now does freelance work as well as teaches others how to improve their copywriting skills, for more information please check out

http://www.myadcamp.com

Doesn’t it suck when people don’t respect the price you charge? When they always want a special deal? Well guess what? It’s probably YOUR fault! When people ring around for quotes on price, and it happens a lot with Yellow Pages directory ads, they’ll ring 2-3 businesses usually. That’s what everyone has been ‘trained to do as consumers, and it’s the ads that force them to. How? All the ads look the same!

Just think about when you need a service, say your lawns mowed. So you open the yellow pages and look up lawn-mowing, and there are dozens of ads with people wanting to mow your lawn. So who do you choose? Whoever is cheapest, right? And why? Because all the ads look the same, so there isn’t anything that makes one business different from the next. And if that’s the case, the only difference comes down to the price!

Makes sense really, because if all the ads look the same then PRICE can be the only difference between them, right? So if the ads for each industry are virtually all saying the same thing, can you understand that you’re educating your market to base your value on price? Then what you need to do is create a unique selling proposition that will make you STAND OUT from your competition.

Now let me explain what a unique selling proposition is and how you can get one for your business. Every day we are subjected to about 4,000 to 5,000 advertising messages, so we all need to do work a bit harder to stand out from the crowd, and that’s what the USP will do for you. It’s that CORE reason that someone should buy from you. And here’s a great tool for finding your USP in half an hour.

Grab a piece of paper, and draw a straight line down the middle. On the top of the left-hand column I want you to write “You know how….” And here is where you write down all the things that your competitors do badly. Now we are just building a list, so don’t be critical of what you’re writing, or how you write it.

At the top of the right-hand column write “Well what we do is…” And here you write down all the things that you do that are great, basically laying out ALL your cards. Once you’ve done this, you should have a list of what your competitors do, and all the things you offer which are different from them, and this is what you base your Unique Selling Proposition around.

And if you haven’t come up with anything from this exercise, then you need to create something to be different! Once you have a USP, then turn it into a statement everywhere your advertising goes, as a reason why someone should do business with you over anyone else!

Another great way to make sure your customer is happy to pay extra for your business is called ‘dollars for cents’ copy. We all love a bargain, right? What this means is to throw in so much value it’s not funny. Say for example you have a $99 product for sale, and you throw in $300 worth of free bonuses, you’ll make sure the customer comes out way in front in terms of value. So they are paying you just ‘cents’, but getting ‘dollars’ back in value.

The key with this method is to make sure the bonuses you throw in are low cost to you, but high perceived value to your customer. You could offer a free report, cd or dvd, any type of information products like this are quite inexpensive to produce, yet the information contained within could be very valuable to your customers. This makes the buying decision so much easier when your customer is getting much more value than what they are paying for. This is one technique you should always strive to use, and it can literally set your sales soaring!

Mick Reade has been trained by Australia’s highest paid copywriter, and now does freelance work as well as teaches others how to improve their copywriting skills, for more information please check out

http://www.myadcamp.com

Have you ever wondered how all of these guru types make these astounding eye appealing sales letters? I know I have! Every time I get an e mail and read one of these letters I think to myself how do they make it look so good? Or how did they make that great graphic heading and e book picture?

For me I just wanted to learn how they put something like that together and made it look so good. So I did some research and found that some people were making these sales letters by using simply a word document or some were using a software program to make the sales letter.

Well then I thought how do you structure the letter in a way that the reader stays with you and reads the whole thing? Simple as I began educating myself through this journey I quickly realized that there are a few key ingredients to making a great sales letter that pulls.

I would say that this is a simple 10 step process that you need to follow in order to have the best success at having a great pulling sales letter. Here we go.

First have a great Header Graphic at the top of your page. It has been proven that you can increase your sales by as much as 300% with a professional looking graphic.

Second you need to grab your reader’s attention with a great headline. You only have a few seconds when someone visits your site to get their attention and a headline will do it, as this is the first thing that your reader sees on your page.

To add to this be sure to include a hypnotic attention getter. This is a partial sentence which captures the reader’s attention. An example of this would be something like “I was totally amazed when”. Then to follow add an opening paragraph which continues from that sentence. The opening paragraph should keep hold of your prospect by giving them important information and a benefit to the reader of what is in it for them.

Step 3 – You should introduce your product and give your reader the reason why you created it. Make it benefit driven to let them know why you made this product.

Step 4 – Give a list of features and benefits to your reader. Your reader’s probably don’t really care about your feature unless there is a specific benefit to them an example of this would be,”Use my Quick Start guide to get up and running quickly!” and the benefit would be “So you can start earning money immediately”. Remember the benefit is what your reader wants not the feature. Use as many as you can 6 – 10 of them is good.

Step 5 – Tell your reader a summary of the benefits that they will receive when they purchase your product. It is important here to create a burning desire for them to want to buy your product. You will have to point out the reasons why.

An example of this could be,”Basically There Is an Opportunity Here for You to Make Some Serious Money without having to fork out thousands in start up costs!” I will Show You Exactly What Products Earn More Profits That Your Customers Will Want! Plus I Will Show You 6 Different Ways To Find New Locations and Get Immediate Cash Into Your Pockets!

Step 6 – Give your prospect testimonials, the more you have the better. If you can get 3-5 that’s a good start. Obviously if this is a new product that you are looking to sell then you could ask a few of your friends or colleges to try your product and ask for their opinion? Once you get a few opinions then ask if you can use it as a testimonial. This is a great way to start.

Step 7 – Tell your reader what problem that your product will solve and what they will receive when they purchase your product. This is where you can really shine and divulge some great information. If you can solve someone’s problem and be the solution then you immediately have great credibility. Solving a problem should always be your focus when creating a product.

Step 8 – Give your reader your guarantee, headline of why they should buy today and price. This is where you tell your reader that the risk is all yours, give some reasons for why they should buy today, also include the price.

Step 9 – Use bonuses to make your offer even sweeter. Your bonuses could be some free consulting or some personal coaching or even a free report of some sort. Use bonuses to make the sale.

Step 10 – Have a closing statement and a p.s. These are your final words to your prospect. Give them a strong reason as to why they should buy your product. Give a few more benefits and reassure your prospect that your product is everything that you say it is.

Also be sure to include a p.s. This goes at the bottom of your page. This acts as a reminder to your prospects as to why they should buy your product and is a chance for you to also include any information about your affiliate program if you have one. If you don’t have an affiliate program consider getting one this can have a substantial positive impact to your sales volume.

Chris Robertson has used many sales letters to boost his sales of his information products. To find out more about making a great sales letter with ease please visit Chris’s site http://www.saleslettersthatpull.com

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