There really is an art to developing an effective sales letter. It’s not just about using words well (although that is a vital element to anything you actually want people to read). There is a psychology behind it that, if you discover how to use it, will not only engage and entertain, it will motivate people to do whatever you want them to do in response to reading it.
There are two common types of sales letters found on the Web: the Long-Form Sales Letter (LFSL) and the Video Sales Letter (VSL), which is basically an LFSL that is read aloud with the text, a series of images, or a combination of both presented in a streaming slideshow video format.
While there are definitely differences in the approach you should be using between a LFSL and a VSL, there are also a number of elements that are the same regardless. For now, let’s focus on the universals – the things that will work regardless of the format.
The Five Ps
Good sales copy of any kind has five key success components, commonly referred to as the Five Ps. They are:
• Problem
• Promise
• Proof
• Price
• P.S.
When writing a sales letter, the key is conversions, and if you want to maximize your ability to motivate people to buy, the Five Ps are a solid framework around which to build your letter.
The Problem
Also called “the pain,” identifying the problem that your product or service is going to solve is foundational to creating a sense of need for it. To whom are you writing this letter? What issues, problems, or pain are they facing that whatever it is you’re selling is going to solve?
Focus on the customer, not the product. This isn’t about a product, it’s about a person with a problem. Make a big deal about the problem. Dwell on it. Come up with as detailed a description of it as you can and go into vivid detail about the trouble it can cause. The more points you make about it, the more likely you are to strike a chord with a larger number of readers. Sometimes the readers don’t even know they have a particular problem until you point it out to them, so get specific.
The Promise
Once you lay out the problem, it’s time to reassure the readers that a solution exists, you know what it is, and you’re going to share it with them. Of course, you don’t go right into sharing the solution, you simply promise to do so. Most of the time, the actual solution is going to be revealed with the product or service, so just tell readers that the solution exists and leave that in the forefront of their minds as they continue reading.
The Proof
Keep driving the point home that you have the solution to their pain. Provide details that get the readers thinking that yours is the only solution. “Recent studies have shown …” and “According to [the trusted source of your choice]” are great ways to reinforce with readers that you have really done your homework on this and can demonstrate the effectiveness of your solution to their problem.
Testimonials are another great way to provide proof that your product or service does what you say it will do. The easy thing would be to fabricate them, and a lot of marketers do just that. Our advice: If you can’t come up with real testimonials, stick to verifiable data and provide links or citations that encourage your audience to verify the information for themselves.
The Price
The cost of your product or service should be the last thing you bring up in your sales letter. You can elude to it as part of the promise (“there are reasonably low-cost ways to deal with the problem”) but don’t divulge actual numbers until all the rest of the pieces of the puzzle are firmly in place. Develop in the minds of your prospects a sense of need and a sense of urgency, then move in for the kill. You can also build value by separating certain parts of the product and marketing them as “bonuses” or “free upgrades.”
The P.S.
Your P.S. can be the element that pushes an on-the-fence buyer over to your side. This is where you offer an extra incentive or free bonus to seal the deal.
“P.S. If you go ahead and click the buy now button and enter your email on the next page, I’ll send you my free 25-page special report on [the solution to the problem] absolutely free as an added bonus.”
That asset can be anything you want, but make sure it is something in which the reader can identify instant value.
Other Elements to Successful Sales Letters
The Five Ps offer a good framework, but they are not all you need to write a good sales letter. This is where the psychology of it comes into play. These are the elements that are going to bind the reader to the copy and keep them reading.
1. Introduce yourself.
You won’t necessarily do this at the very beginning, but once you’ve laid the foundation, drawn out their pain, and hinted at a solution, that’s when you move in and solidify your claims by building trust. Introducing yourself is a great way to start out a trust relationship with readers.
“But there is hope! In a few minutes I’m going to share with you the secret to [solving your problem]. Hi, my name is Steve Connor, and just three years ago I was where you are now …”
That actually leads to the next element:
2. Identify with the reader.
Let the readers know that you get what they’re going through; you feel their pain. Putting yourself in their position can also help tremendously in your effort to establish trust.
3. Communicate scarcity.
Usually somewhere between the problem and the promise, you want to hint at the idea that your solution is only going to be offered to a set number of people or only for a specific amount of time. You can even randomize it with lines like: “What I’m about to offer you may not even be available tomorrow.” Leave readers with a sense of urgency to not only buy, but to buy now before it’s too late.
4. Have a clear call to action.
You need to tell people to make the buying decision. That really is sales 101: If you want the sale, you have to ask for it. You also need to be precise when telling them what to do to complete the purchase. Be very clear about this and use simple language.
“If you are ready to see the end of [your problem] forever, click the yellow button just below this message that says ‘buy now.’ You will be taken to a page with information on how to complete your purchase and [solve your problem].”
If all of this seems like a lot to digest, you’re not alone. Before sitting down to write your sales letter, you should consider reading a few. If you’re still a little gun shy about taking on the task yourself, a professional copywriting company or custom writing service can also provide you with a great letter that converts. You can then follow its lead and duplicate the formula for your next one.