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Guide your visitor to sole and obvious conclusion that your market offer is a worthy purchase. If your product doesn't have competitive advantages, then your research and planning on stage of product development has failed and I would advice to stop promoting that product. It has little or no future at all. The analysis part of your sales letter is important. The buyer should not be "pitched" with your promotional advertising or selling advices, s/he must be presented with objective facts that would help her/him to see obvious benefits of your offer. While almost all yelling about stressing benefits not features, product/service benefits are not enough in today's world of marketing. 99.9% of businesses would tell that their market offer is best in whole Universe, saves thousands of dollars and months of time. You should prove that it is true with facts and clear arguments, no marketing fluff. In this way you will much easier gain people's trust in your product.
Ask or even demand for taking an action. The action you want is a closing a sale itself or having autoresponder course, visitor's sign up may be second satisfactory action. Popular way to do this is to create a limited tme offer, stressing importance of making a purchase right now! Guide reader to click on order link by reminding product biggest strengths, mentioning an unconditional iron-clad money back guarantee that should waive remaining doubts and then point to shortage of time for decision making process. Explain, if needed, ordering process in details, as it may be disappointing to lose sales due to buyer confusing caused by your complicated ordering process.
Use it as a summary of your sub-headlines. "PostScript" is also very often scanned for "relevancy". Describe with its help main benefits of your offer; repeat guarantee terms and/or other.
Sales copywriting advices
* Identify yourself with your potential buyer. Write your copy from customer's point of view. What does s/he want, feel and think? Your copy should be addressed to personality in clear to your target market way. * Try to be cheerful, positive and optimistic. People are attracted by joy and positive mood. They also want to feel like you, so they associate your positive attitude with your product. At best your writing style should contain an intrigue, provoke curiosity and excitement. * Don't forget to address to people's emotions. Textbooks are boring to read because they don't have a bit of author's emotions. Your task is to make your prospect feel way you do. * Provoke curiosity to read further. Visitors should be kept excited while they read your sales copy. Excitement may play role of final buying or non-buying verdict. * Refer to losses reader will suffer if s/he turns your offer down. It is proved that people are afraid of losing opportunity. Everyone wants to be with winners, not losers. You can take advantage of it. * Try to avoid any assumptions about visitors' origin, religious identity etc. Your claim or joke may be faulty interpreted and you will convert "almost a client" to "an irritated visitor". Even if you deliberately want to select some particular group of people, it is better to clearly state from very beginning. * The final advice is to be honest, even at sacrifice of correct marketing strategy. My own viewpoint is that it is better to have 7 sales than 10, but enjoy clear conscious.
Pavel Lenshin is a publisher of NET Business Magazine, professional web-developer and CEO of: - http://ASBONE.com/ - informational portal and provider of discounted internet services for entrepreneurs, including internet access, web-design and hosting; - http://InfoAlchemist.com/ - a must-have business library.