How to Make Your Website Sales Letter Double Your Profits

Recently a friend of mine asked me to help her neighbor design a website for her B & B in Cambria near Hearst Castle in California. I checked out the websites of her competitors, which had cost no less than $1,000 to create, and was amazed. All were perfect examples of unscientific marketing--perfect examples of what not to do: clumsy graphics that took far too long to load, audios that cut in and out, endless features but no benefits mentioned, no unique qualities. No memorable headlines.

I looked at the pictures of her place, asked enough questions to find out what was truly unique about it and wrote the headline from that. And that's what you must do for your business.

First, precede your captivating headline with a small-type mini headline, perhaps in italics. It could be a warning such as, "Stop wasting money on flash graphics and audio greetings," followed by the headline, "WEAR YOUR HEART ON YOURSITE -- OR DIE! WE'LL SHOW YOU HOW!

Follow this headline immediately with two testimonials.

Then build interest by telling a story or discussing a problem implied in your headline. With the headline I just made up I would write, "Do you really believe sales letters that tell you how intelligent you are, how wise, unique, important? It's like getting a love letter addressed to occupant. Do you believe letters that make extravagant claims? I don't. I tend to believe those that aren't slick, that admit to some flaws in the product or service but carries the heartfelt passion of the writer for that product or service."

Next tell a personal story relating to your headline or include another testimonial. It?s good to sprinkle testimonials throughout.

Follow this with a bulleted list of benefits. Benefits, not features!In the case of my hypothetical headline:

* Turn tire-kickers into buyers * Cut costs of web design and maintenance * Make repeat sales for backend products * Gather testimonials * Earn by teaching

Include testimonials about the end results of using your product/service. Note: Starting out you can call customers and ask them how they like your business. If they do, ask for specific results they've had then ask if you can write that down and put their name to it on your website. This way they don't have to do the writing and you have control of the wording.

As you move toward the cost of your product/service first build value in your reader's mind by comparing yours to something similar that costs far more. For example, I would compare my hypothetical template for writing from the heart, selling today only for $17.95, to my normal fee for writing a sales letter of $200.

Then you must explain why your price is so low. Either it's a temporary bargain to clear inventory for a major event or the Internet makes it possible.

If you can, pile on extra bonuses at this point--any freebie you can throw in. Feed the Greed. For instance, I would give away my ebook on "How to Write a Love Letter that he or she will Keep Forever" to everyone who orders before midnight.

Then remind your reader to be objective--to test your product/service for thirty days and return it for full refund if not COMPLETELY SATISFIED! You might include a testimonial here from someone who did return and did get a refund.

Finally, DEMAND immediate action with words such as, "Act now, or you'll hate yourself in the morning." "Buy now or you'll lose out in the end."

Then take your reader by the hand and lead him clearly through the buying process. Make sure that it is crystal clear and simple and not insulting as so many are.

Sign your name with full contact information, add a PS. that summarizes the benefits of ordering NOW, and your website will double its sales with the same number of hits it's getting now.

Evy Turrill, editor SELLING SAVVY . . . ONLINE

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