A sales letter plan can make all the difference.
Outline your sales letter before you write and the writing is much easier. You’ll stay on target and craft a stronger, more persuasive piece as a result of your plan.
Planning is the key to effective writing of all kinds. If you want to write a book, create an outline first. The same concept applies to writing letters. Establish a sales letter plan before you begin.
You can make your plan as detailed as you want. A simple one-page plan can set you on the right path. You can always insert additional details as you progress.
Here are 5 key areas your sales letter plan should address:
1. Purpose – Identify the objective of your sales letter. Is it to get the sale or lead your prospect to the next step? Indicate how your sales letter fit into your overall marketing sequence. How are prospects driven to your letter? What steps are involved in achieving the sale?
2. Audience – Define the market you intend to reach. Create a composite of your target prospect and customer. Paint a clear picture of the type of individual you intend to reach. Get a feel for who your target is and it’s much easier to hit the mark.
3. Competition – Consider all competing products. Identify the strengths and weaknesses of each. Knowing this upfront gives you a decided advantage in establishing unique positioning to clearly distinguish your product from any other available.
4. Product – Examine your product from top to bottom. List every feature and transform these details into solid customer benefits. Identify as many key benefits as possible... then prioritize your list from your prospect’s perspective. Start with what is likely your most appealing and unique benefit and work your way down. Examining your product is a crucial component of every sales letter plan I craft for client projects.
5. Offer – Consider everything you’ll make available to buyers via your sales letter. Don’t just promise the product, package it up into a bundle of goodies that together make a truly irresistible offer. The stronger your offer – the greater the response.
6. Guarantee – Most prospects don’t know you, so they’re naturally hesitant. Your guarantee should help melt resistance. It should convey an impression of quality and confidence in your own product. The less risky it is for your prospect to go ahead and order – the better it is for you and your results.
Do your homework before you write. Every professional copywriter conducts research and creates some form of outline before putting pen to paper. Shouldn’t you do the same? A simple sales letter plan helps you organize a successful presentation, while saving you time too.
About the Author:
Robert Boduch is an author of dozens of best-selling books, reports and articles on the art and science of selling. A free newsletter targeted at anyone interested in selling more of anything is available at www.makeyoursalessoar.com
The Sales Letter Plan: How To Create A Basic Roadmap To Success
