This is the pre-headline area. This text is used to pre-qualify the person and build interest in the main headline that’s about to follow…

“Put Your Single Biggest Benefit Statement Here. Capitalize Each Word, Do Not
Use Quotes”

This is the sub-headline. It helps emphasize the main benefit you just presented in the main headline

Another sub-headline. It helps emphasize the main benefit you just presented in the main headline

Dear Friend: (or targeted salutation)

This is the opening paragraph. It needs to build curiosity and engage the reader. This is a great place to mention your 3 biggest benefits again or allude to some “Secret” you plan to reveal later. Think about your evening news and the way they “keep you hanging” with a news segment that finally airs 30 minutes later (and only lasts 10 seconds…lol).

Hi, this is Firstname Lastname.

[Go ahead and introduce yourself. State your background, experience, past expertise, etc. Basically, why should anyone believe you? The main idea here is to build credibility and position yourself as a professional in this niche/market - however, you need to pull this off this in 2-3 paragraphs]

Display Empathy – Explain How You Relate to Their Problem

The main idea in this section is to let readers know that you really identify with their problem. Hell, you even know how it feels to have that problem or wanto to reach that specific goal. Go into real life detail. Keep it naturaly and believable. This is not the place for hype.

One of the best ways to do this is by actually explaining the feelings in detail!

In the final paragraph, explain that things could get worse. Or how frustration and inactivity could escalate their problem unless action is taken. In other words, if they keep doing what they’re doing, things will get ugly or worse…not change at all.

Give a Few Solutions (With Emphasis on Yours)

Present your solution alone…or present many solutions and explain why yours is the best.

You must convey that your solution is the easiest and fastest way to ease their pain, end frustration or acquire their goal.

Present Some Examples

(Show a Demo, Case Study or Real Life Example)

On TV Infomercials, this is the part where they pull out the vacuum and suck up everything within sight. Show some real life example or demonstrations. This is where the sale is made in the visitor’s mind.

You can also reveal a technique within your product. Explain he benefits they will receive from this technique and how easily it can be implemented. Videos are great, here. If you can record a video, do it. This helps relieve the visitor’s internal doubts. Remember when you saw the Sham-Wow being used to suck a can of spilled coke from the carpet? You actually started believing, didn’t ya?

Finally, success stories rock. Feature someone that’s used the product and benefited.

Time to Present ALL The Benefits

This is the part in Rambo where Sly pulls out all the guns and starts shooting everything in sight like a mad man. Even Rambo know that, headline aside, this is quite possibly the second most important section of the salespage. You’ll need to use bullets, bold, and italics to grab attention. Even people that “skim” salesletters will stop and read this area. So put your best foot forward.

• This is a NO FEATURE area. Focus on the end results your customer receives from your product or service. These are the real benefits. Read about FBE’s Here (recommended): http://ezinearticles.com/?Features-vs.-Benefits-vs.-End-Results&id=30818
• Here’s a benefit (good): This Widget will help you spend more time with family and friends.
• Here’s a feature (bad…don’t use here): This widget uploads files in the background.
• Here’s a shortcut. Write a list of all your features. Then, under each feature, write “why” and “how” your customer’s life will improve from that feature.
• TIP: This is a great time to look at successful salesletters. Use Clickbank to look for high Gravity salespages that have been on the market for several years. Don’t look for recent products since Gravity can appear high during initial launches.
• Did you notice how all the bullets differ in style? This gives the eyeball some relief. Always end your list with the next bullet – in bold font
• Give me more!

Time for Testimonials

What Others Are Saying…

“Quote a powerful sentence right from the testimonial“…

Welcome to the area known as “social proof”. People want “proof” that something works. The best way is to present past “successes”. This is the part in the TV Infomercial where all the “true stories” are shown. It’s like a recommendation of sorts.

People always want to hear from others that have benefited from using your product or service.

This creates credibility with new visitors that are unaware of your presence. Testimonials from satisfied customers is the #1 way to get credibility!

“Another snippet from the next testimonial“…

Ask friend’s or acquaintances on forum’s to review your product right before you go live.

Frequently contact your customers and request testimonials. The best testimonials explain what their life was like BEFORE using your product, immediately AFTER using it, and what their life is like TODAY. Any personal, measurable results are welcome.

Ask permission to publish names, photos, URL’s and cities. The more you provide, the more credibility you get.

Now It’s Time for…Your Amazing Offer “Sub-Headline”

The offer should be irresistable at this point. If it’s not, they’re probably not buyers. Ideally, the sub-headline should be your strongest one (you want it to grab the attention of the “page skimmers”).

To get sales, this needs to be a “no-brainer” offer! You want to provide much more value than they’ll actually pay in cash.

The easiest way to do this is by adding special bonuses, easy money-back guarantees, free support, free upgrades, etc.

You’ll need to go into some detail explaining the value. Remember the “benefits” in the bullets above? Use that same technique here.

Always show ecovers and/or pictures of the bonuses along with full descriptions or benefit bullet lists

Once the Offer is a true “No-Brainer”…

You Need to Tell Them **WHY** You’re Making This Awesome Offer.

What’s the catch?

This is the last question you need to answer.

If you’re presenting a too-good-to-be-true offer, explain why you’ve decided to offer this price.

Maybe you need to clear excess inventory, or you secured a special one-time price that you’re passing along, or because it’s digital you don’t have to pay a printer … you get the idea. Tell them why you “went the extra mile”. This alleviates the “buyer beware” conversation in their head.

Remove All Risk…

If you haven’t established enough credibility yet, here’s another chance.

You remove all risk by assuming the risk onto yourself.

Warning – This Will Not Last Forever…

Creating scarcity works. People fear losing things.

This triggers immediate action. You need immediate action. Otherwise they’ll leave to never return.

People tend to buy immmediately if they think your offer is limited.

Here’s a few ways to do it: Limit quanities for sale, Limit amount of days it’s available, Future price increases, Limited Bonuses (rotate them). Whatever the method, they need to believe that waiting until tomorrow will lead to some sort of loss.

Give Them Detailed Ordering Instructions

This is your most important “Call to Action”. It’s the purpose of this salesletter, so be loud and detailed. You need to give them instructions on ordering or “next steps”.

Describe exactly how to place an order so it’s easy.

If possible, offer multiple payment forms such as Paypal, cash, check, credit card via internet, phone, fax, or even snail mail.

If you’re using Paypal, the button below (hosted on Imageshack for free) is enough. If you offer other methods, link to a separate page with ordering details. Don’t muck up this letter with too much ordering detail..

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Warn Them About Passing Up the Offer

First, they’re going to miss out on benefits and fast-action bonuses. Remember the scarcity? Also, the problem will still hang over their head and potentially worsen.

Simply put, remind them of the pain they’re experiencing.

Finally, close on a positive note by giving them an exit strategy…

Go ahead and order right now. Know you’ll be happy you did.

Sincerely,

(place a scanned image or “cleaned up” photo of your signature here)

Your Firstname Lastname

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P.S. This is the place to restate your offer, explain major benefits and provoke instant action.

P.P.S. This is the perfect place to restate scarcity factors and/or the pain they will continue to feel if they don’t buy now. Restate major benefits and the various ways it will help ease their situation.