Optional Header Text Here

Hi, this is Firstname Lastname.

[ Introduce yourself.  What's your background and expertise?  Why should they listen to you?  Try to create credibility and establish yourself as an expert in this topic - but keep it to just a few short paragraphs]

Here, let your reader know that you understand their problem and how it feels to have that problem, or to want to achieve a particular goal.  Build empathy with them by telling exactly how it feels to have that problem, or to want that goal.  

Don't just tell them you understand - show them by describing their actual feelings!

Emphasize that their problem could get a lot worse, or how their frustration will build if they don't do something about it.  Paint an ugly picture.

 

Introduce Possible Solutions (Especially Yours)

You can provide just one solution (yours), or provide them a few solutions and then do a comparison and show why yours is the best solution.

Make sure your reader understands that your solution is a quick and easy way to end their "pain" and frustration or to reach their goal.

Introduce Examples
(i.e. a Demo, Or Describe A Case Study)

Nothing sells like a little "hands-on".  This can be a demo of your product, or just a case study of how someone else has used your product.

Give your visitor an example of one of the techniques you reveal in your offer.  Stress how easy it is to implement the technique as well as the benefit your visitor will receive from using it.  One way to illustrate how easy your product is to use is to create a video showing how it works.  It'll remove some doubt about their own ability to benefit from your offer.

Another great way to give an example of your product in use is to tell a success story about one of your customers who used your product or service and how they benefited.

Introduce All The Benefits

Really pile it on.  After the headline, this is the most important section.  Use bullets, bolding, and italics to make this section stand out.  You want to make sure that even the "skimmers" will see this section and pause to read it.

• This is NOT a list of the features.  Focus on the end results your customer receives from your product or service.  These are the real benefits

• Benefits are the positive results your customer receives - keep in mind that your customer wants to know "What's in it for ME?"

• Features are like specs or detailed descriptions of your product or service - they don't belong here

• To help you define the benefits of your product, start off listing all of its features, and then under each "feature", list the benefit your customer will receive from that benefit

• The best way to see how to do this is to look at sales letters others have written, that you know to have been successful.  Maybe a sales letter that convinced you to buy something

• Then list those benefits as bullet items in your sales letter.  Alternating the font settings in your bullet items gives a little visual relief.  Always end your list with the next bullet - in bold font

• And much, much more!

Introduce Your Testimonials
Here's What Others Say...

Now It's Time for... Your Irresistible Offer

What's the catch?

In the last section you made an offer so good, that only a fool would pass it up - so now you have to answer this one last nagging question.

If your offer sounds too good to be true, tell them why you're able to offer them such a great deal.

You're over-stocked and need to clear space for new inventory, your supplier gave you a great price and you're passing the savings on to them, you worked a special deal with a supplier of some of your bonus items, or because your product is delivered as a digital download you have no printing costs to absorb ... whatever the reason, tell them.  Set their minds at ease.

If you've failed to achieve the needed level of credibility in the sections above, now's the time to overcome their last fear of purchasing.

You have to reverse the risk of the transaction by taking on all the risk yourself.

So promote your guarantee.  Use a nice big graphic.  Put the guarantee inside a box so no one can miss it.  Make it an integral part of your offer.

Warning - It's In Limited Supply...
Create Scarcity.  They'll Want It Even More.

If they're "on the fence", it's time to use another emotional trigger.

Fear of Loss!

Tell Them Exactly How To Order Now

Here's your primary "Call to Action".  It's the whole reason you created this page, so be bold - and be thorough.  It's time to tell your visitor exactly what to do and how to do it.

Explain precisely the how, what and when of placing an order.

They've decided to buy, and now it's your job to make it easy for them to do just that. 

Don't confuse them, and don't put up any artificial barriers.

Take their payment in as many forms as you can.  By cash, check, or credit card.  Allow payment over the internet, by phone, by fax, or even by mail.

Let them order however they want, but let them order.

If you accept payment over the internet, the payment button below is often sufficient.  If you also accept payment by other means, give them a link to separate instruction pages for each method to explain to them how to do that.

What Happens If They Don't Order Now?
Explain the Consequences

First, they're going to miss out on getting all the benefits that your product offers (detail the primary benefits again here).  They'll still have their same problem to solve, and it'll probably only get worse. 

In other words...
Remind them of their pain.

Then end on a positive note by giving them the way out with something like...

Go ahead and order right now.  I know you'll be happy you did.

Sincerely,

(scanned image of your signature here)

Your Firstname Lastname

P.S. Always restate your offer.  Discuss the major benefits and tell them to take action now.

P.P.S. Restate any scarcity factors and/or the pain they will continue to feel if they don't buy now.  Reemphasize your primary benefits and how those will eliminate their pain or frustration.