12 Step Sales Page

1. Get Attention

The opening headline is the first thing your reader sees. It must get their attention. People have a short attention span & sort mail over the wastebasket.
Headline must target their interest, or they'll throw your letter away.

3 Proven headline templates:

1. How To _________________
   People love to know how to do things. To get attention, combine “how to” with a powerful benefit.
2. Secrets of _________ Revealed!
   People want insider secrets. We love to know things others aren't privy to. Knowledge is power. Those who have it feel powerful. It’s exciting to discover secrets.
3. Warning! Don’t Even Think of _______ Until You _______
   This headline leverages fear of loss. Warning demands attention. Combine it with targeted interest.

2. Identify the Problem

Tell your reader how it feels to have that problem. They should read & say, “Yeah, that’s exactly how I feel”. Rub salt into that wound.

Agitate the problem so they really feel pain & agony. Companies & people only change their ways due to severe pain. Tell a short, painful story:

There's nothing worse than getting home in the evening and not having your garage door open. It’s dark outside. You trip on the porch step and search for your front door key.Finally, you find it only to scratch your new front door looking for the keyhole. Exhausted, you go inside and plop on the couch just when you remember the car is still running in your driveway...

3. Provide the Solution

They feel the pain. Now introduce yourself, your product and/or your service. Relieve their pain. Tell them there’s no need to struggle through their problem. Your product or service will solve it.

4. Present your Credentials

Now yr reader is thinking, Yeah, sure he can fix my problem. That’s what they all say. So prove to them now that you can be trusted. List your credentials – any one of these:

1. Successful case studies.
2. Prestigious companies (or people) you have done business with.
3. The length of time you've been in your field of expertise
4. Conferences where you have spoken
5. Important awards or recognitions

Your reader must feel “you've been there and done that” with great success and they can expect the same.

5. Show the Benefits

Now tell how they'll personally benefit from your product/service. Don’t just list features. Tell the benefits. People don’t care about you or your product, only what it will do for them.

Get a piece of paper. Draw a line down the center. Write the features on the left. Think about obvious & not-so-obvious benefits. List those on the right. Most products have hidden benefits people don’t naturally think of.
e.g. a hot tub not only soothes & relaxes your muscles. It gives you an opportunity to talk to your spouse without interruptions. Hidden benefit: greater communication with your spouse & ultimately a better marriage!

Bullet point each benefit to make it easier to read. Think of every possible benefit your reader may get. People often buy based on only one of the benefits.

6. Give Social Proof

The reader wants it all to be true, but they just don’t believe you. You must build credibility & believability.
Testimonials prove your claims. Customer pictures with name, city, state & phone number (if possible) prove you are real.

7. Make Your Offer

Your offer is key to your sales letter. A great offer can overcome mediocre copy. Great copy can't overcome a mediocre offer. Make them think, “I'd be stupid not to take this deal.” Best offers combine great price, terms, & free gifts. Selling a car? Then offer discounted retail price, low interest rate, & a free year of gas. Raise value of your offer with add-on products/services rather than lower price. Vivid benefit explanations raise offer's perceived value.

8. Give a Guarantee

Make offer irresistible. Take all risk out of the purchase. People fear being ripped off. Did you ever buy a lousy product and couldn't get your money back? So do the strongest guarantee you can. Demonstrate your confidence.

Most small businesses already have a strong guarantee. If an irate customer wanted their money back, you’d just do it. But owners fear many people would want refunds. Doesn't happen. When did you last ask for afull refund? Here’s a guarantee I give for one of my products:

* * 100%, No Questions Asked, Take-It-To-The-Bank Guarantee * *

I personally guarantee if you make a diligent effort to use just a few of the techniques in this course, you'll produce at least $4,490 profit in the next 12 months. That's right, $4,490 extra profit you never would have seen without this course. If you don't, I'll refund the entire cost of the course.

Actually, you get double protection. Here's how. At any time during the 12 months, if you sincerely feel I fell short in any way on delivering everything I promised, I'll be happy to give you a complete refund. Even if it's on the last day of the twelfth month!

This guarantee extends for 1 year. They'll get specific benefits ($$). If they don’t get what they expect, they get their money back, no questions asked. This eliminates all buyer risk.

Hint: Your offer may be so good, people won’t believe it. So always give the reason you can give such a great offer. e.g.: you goofed ordering inventory, so you’re overstocked and can offer such a great price. The reason why helps people reconcile your irresistible offer & makes it believable.

9. Inject Scarcity

Most people take their time responding to offers, even irresistible ones, because:

• They don’t feel enough pain to make a change
• They are too busy & just forget
• They don't feel that the perceived value outweighs your asking price
• They are just plain lazy

Use an extra incentive to motivate people. Inject scarcity into your letter to create a fear of loss. Tell your reader either the quantity is limited or your offer is valid for only a limited time, something like this:

• Purchase by (future date) to receive the entire set of free bonuses
• Our supply is limited to only 50 (items) & will be sent on a ‘first come, first served’ basis. After they’re gone there won’t be any more available.
• This offer is only good until (future date) after which the (item) will return to its original price.

Caution: If you make an offer you need to live up to it. If you go back on your word after the deadline date you erode customer trust & confidence.

10. Call to Action

Don't assume your reader knows what to do to get the benefits from your offer. Clearly & concisely spell out how to make the order. Whether its picking up the phone & calling, filling out an order form, faxing the form to your office etc. ... tell them exactly how to order from you.

Be “action-oriented.” Say

• Pick Up the Phone and Call Now!
• Tear Off the Order Form and Send It In Today!
• Come to Our Store by Friday and …

Tell them explicitly & succinctly.

Plant your call to action throughout your letter. If you ask the reader to call your free info line, some testimonials might say, When I called their free info line or say in your offer, When you call our free info line… Then the call to action at the end of the letter is consistent & won’t surprise or confuse people.

11. Give a Warning

A good sales letter builds emotion, right to the very end … even after your call to action. Use “risk of loss”. Tell reader what will happen if they don’t take your offer. They'll continue to:

• Struggle day to day to make profit
• Work too hard for too few customers
• Lose the chance for valuable bonuses
• Keep getting what they've always got
• See other companies get the business

Paint a picture in the reader’s mind of consequences of not acting now.
Remind them of their terrible situation, & that it doesn't have to be that way.

12. Close with a Reminder

Always include a P.S. It’s the 3rd most read element of your letter. Some good copywriters add many P.P.Ses. Remind them of your irresistible offer. Include your call to action & remind them of the limited time (or quantity).