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7 Common Sales Letter Mistakes That Kill Sales Every Time!
It just takes one little mistake within your sales letter to
instantly "turn off" prospects.
So, how many of these mistakes are you currently making in your
sales letter that are stealing profits from you?
- The Offer Isn't Clearly Defined Early In Your Letter
After reading the headline your prospect must have at least a
general idea of what you're offering. And by your 3rd paragraph,
they should completely understand what they're going to "get" if
they keep reading. Missing the mark here ... not telling them
your product or services main benefit, will cost you sale after
sale.
- Your Letter Doesn't Clearly Tell The Potential Customer What
To Do Next
It's obvious, but I can't tell you how many times I've become
interested in ordering a product only to have no idea how to do
so. I've literally spent minutes hunting for the order link. And
most prospects won't do this. Your ordering system has to be
simple. Your link has to be clearly visible. And you have to
spell out exactly what you want them to do to complete their
order. Tell them which link to click, tell them what to do (enter
you information), and tell them what they can expect after their
order is complete.
- Your Letter Doesn't Present The Benefits
Benefits make products irresistible. So, as a rule, I always find
the top benefit of the product first, and present it. Then I find
at least two other benefits, and I'll repeat these 3 benefits at
least three times within the sales letter, each time stating them
a little differently. Doing this reinforces the main benefits.
And ... benefits are what turn drab, boring letters into
exciting, money pumping sales letters that won't quit spitting
out orders.
- No Credibility Built In Your Product Or The Creator of The
Product
Why should they believe what you're telling them? What makes you
the expert? Building credibility in yourself as the creator of
the product leaks on over and makes the product's benefits that
much more believable. Even if you have the greatest product on
earth, without the prospect believing your claims, they won't
order. So build up on the reasons WHY they can believe ALL of the
claims within your sales letter.
- Your Letter Is Hard On The Eyes
Second only to your sales copy, the layout is the biggest reason
people click away from websites. Small fonts, no margins,
cluttered headlines and subheads, all send readers scurrying for
the exit button. Clean your copy up. Hire a designer if you can't
do it yourself -- it's well worth the investment.
- Too Much Risk Associated With Ordering Your Product
Risk? There should be none. All of the risk needs to be on the
seller. And a guarantee that's written clearly and lines up the
benefits they're guaranteed to receive after ordering or their
money back is the way to go. And the longer you extend your
guarantee (for instance, a one-year guarantee), the more risk you
remove from your offer.
- Your Letter Doesn't Explain Why Your Product Is Better
Why is your product the best choice. In most cases, your product
has competition. So explain in your letter why the competition's
product doesn't compete. How is your product better? What
benefits does it have that can be found with no other product?
Explain why with your product they're getting something they
can't get anywhere else, and you'll win their business.
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