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by Alex A. Kecskes
Life with your product—absolute bliss
Now that you’ve raised your reader’s interest by making them feel the pain of life without your product, it’s time to provide your solution. Here’s where you’ll briefly introduce yourself and your product or service. No more running out of gas, no more smelling gas cans in your new car, no more yanking that starter cord till your arm falls off. Just flick the switch and you’re ready to mow. Plug it into your electric outlet and it charges overnight. Your worries are over. You go on and on, hammering home the fact that your product or service is the perfect solution. At this point, your reader will probably ask, “Sounds interesting, but who the heck are you to think you can solve my problem? I never heard of you.”
Credentials time
Here’s where you build trust by detailing key facts that build confidence in you and your company. You could start by listing some testimonials from satisfied customers. If these come from people in the industry who your prospect is familiar with, so much the better. And if you can get photos, phone numbers and so forth, it will add even more to your credibility. This is also the time to mention how long you’ve been in business and any articles that about your company and/or its products that have appeared in the local or national media (these can be particularly valuable, since they come from an impartial source).
Now that you’ve assuaged their fears about doing business with a complete unknown, they’ll want to be totally sold about your product or service. Here’s where you go into detail. And this is the perfect time to do so, because you’ve established trust. They won’t be thinking about who you are, but what you can do for them--how you’re going to solve their problem.
Detail benefits, not features
A key caveat here. Don’t get your reader quagmired in “Featurespeak.” It’s easy to do and it’s what most unskilled writers fall victim to. Featurespeak is for your sales team, not your potential customer. Avoid things like “Our new cordless electric mower features the X9T Autoflex handle, or the PT600 Zenon Battery. Better to say, “Our new electric mower’s handle easily adjusts to your height for maximum comfort.” Or “The easily rechargeable battery lasts up to 5 years without replacement.” If your product or service has more than three major benefits, list them in bullet point form to make them easier to read.
Make them an offer they can’t refuse
This is the crucial part of your sales letter.Your offer should be compelling, irrefutable and urgent. You want your reader to say, “This is a great offer, I’ve got nothing to lose but my problem.” Try to combine the big 3 in your offer--irresistible price, terms, and a free gift. For example, if you’re selling a cordless electric mower, your offer might be a discounted retail price, low interest rate, and a blade-sharpening tool. Try to raise the perceived value of your offer by adding on products or services--for electric mowers, it might be an extended warranty or safety goggles. Augment this with compelling benefits these additional products or services will provide.
Assuage with a guarantee
There’s a little voice in the back of every customer’s head that whispers, “Buy this and you’ll be sorry.” So make your offer bulletproof. Take the risk out of the purchase. Give the absolute strongest guarantee you can. It tells your reader you’re confident in your product or service. Enough so to back it up with a strong guarantee. Don’t be afraid to make this final commitment.
Sales Letters that Sell! (continued)
