Sales Letters And The Cost Of Integrity Written by Ginger Geracitano
Agonizing, isn't it? The entire process of deciding on which words to use when presenting your product or service to potential clients is probably most critical process that any business owner faces. Although majority of my experience is based on offline efforts, I'm finding that sales strategies on internet aren't much different. Why?
Simply put, to effectively sell anything, you must appeal to your prospect's emotions. Human nature doesn't distinguish between cyber space and 3D world! How Successful Can An Honest Salesperson Be?
I hate hype, and headlines that blow reality right out window. Popular theories dictate that we model our own efforts after what has already proven to be successful.
Successful should, in this case, translate into actual sales made, resulting in satisfied customers. Just because you see a sales letter plastered all over internet, does not make it successful! Some people would have you believe that marketing is a numbers game, you know... 'those with most ad exposures win'.
If your sales letter isn't effective, it doesn't matter how many times it's exposed... it just fails that many more times!
Exaggerated claims and outrageous headlines may appeal to your prospect's emotions, but do they lead to satisfied customers?
You tell me. Do you think person that bought product claiming to earn them $10,000 by next Tuesday was satisfied? Probably not.
So, how do we effectively write an honest sales letter? Some people will tell you that there's no place for honesty in advertising. I don't believe that's true today.
I believe that today's consumers are better educated, and more cautious about any purchase they make. I've found that not only is an honest approach effective, but I have no problem sleeping at night.
Simple Guidelines Of Writing An Effective Sales Letter, While Keeping Your Integrity In Tact: (*) Establish "NEED": Right off bat, you need to make sure that your reader realizes that they have a need that you can fill. This is done most effectively by introducing 'need' in your headline. Don't assume your prospects are aware that they have this need! (*) Establish "TRUST": Before rushing right into how you can solve your prospect's need, tell them why they should trust you enough to continue reading your offer. How you do this depends on method of delivery of your Sales Letter. A letter to your established customer base, or list subscribers may not concentrate as heavily on this point. On other hand, home page of your sales site, which is most likely to be visited by strangers would need to be stronger in this area. One way I establish trust, is by admitting a downfall or imperfection in product. Backed up by an offsetting benefit that outweighs defect will prove to your reader that you are indeed keeping their best interest in mind by NOT insulting their intelligence by assuming they won't notice defect. Strengthen your endorsement by being honest. (*) Establish "YOUR BRAND": This is a topic that entire businesses have been built on, so to remain very basic for purpose of this article, let me just put it to you this way; don't use words of another! Your own personal testimonial, outlining your own experience with product or service will serve you much better in long run, than