Part of being a successful EdTech business and selling your solution online is being able to craft effective marketing messages which persuade prospects to try your product or service.
And while there are many forms your marketing messages can take, there’s usually no better replacement in communicating your message than the traditional way. A solid and steadfast sales letter.
It’s a staple of any online information-driven business and gives visitors a chance to get your entire message. When reading it attention is not as divided as in other formats such as online advertising.
A sales letter remains the fastest and easiest way to test your offer, messaging, and produce revenue for your business.
5 Tips That'll Make Your Sales Letters Irresistible
1.The Rule Of One
“The Rule Of One” is a popular phrase in copywriting. In the book “Great Leads”, authors Michael Masterson and John Forde show how many of the most successful sales letters of all time contained this “rule of one”.
This rule advises marketers to create their sales letters, emails, webinars and pieces around a single concept each time. A single big idea. One big problem, promise, and solution. When possible and easy to do.
For example, say you were selling a CPD platform...
A regular sales letter in this niche might cover all the benefits of the platform. Which can work just fine. But it can also lead to watering down and diluting the message.
A well-written sales letter (like I can produce) would focus on a single big problem (i.e the one with the most bottom-line influence) which the CPD platform can help change.
The entire letter is then structured around the big idea of how your business or product helps with this specific issue. Your promises, guarantees, and proof elements are all aligned with this one idea.
Just like when having a BBQ can create a big local buzz in summer, a sales letters persuasiveness can have the same effect among prospects when built around the “rule of one”.
Before you begin to write, here are a few helpful questions to guide you:
What is the one biggest problem you solve for this potential client?
What is the single core solution you offer?
What proof do you have to support that choice of solution?
What one promise can you make this prospect if they try your solution?
By focusing on your one big idea, your writing not only becomes easier, but your messaging becomes more clear for your reader. And clarity is the hallmark of a great sales letter.
2. Attention Capturing Headline
Your headline accounts for 80% of the success of your promotion.
Considerable time should be spent brainstorming ideas and polishing the ones you think will work best. The main job of your headline is to stop your reader, then get their attention to lead them to your next line. When coming up with your letter headline, here are 3 things to consider…
How aware is my prospect of the problem which you solve?
The more aware they are, the more direct your headline can be.
What promise can you make in your headline that would get the attention of this market segment ?
How can you create a bridge from your prospect to your product, and not from your product to your prospect?
You always want to start with your prospect first.
While there are countless formulas and angles to create your headline, often times the most effective are either self-interest, curiosity, or a blend of these two.
Let’s imagine we’re selling an online mini-course which helps people have more energy. Here are a few examples of how you could use each one of these types of headlines…
Self Interest: This kind of headline is benefit or promise driven.
“How To Feel Alive Again”
“Say Goodbye To Fatigue”
“This Training Will Help You Tap Into Your Body’s Natural Energy Supply”
Curiosity: This kind of headline draws your reader into you letter.
“The Weird Energy Secret Of Hollywood’s Socialites”
“Is Coffee Draining You Of Energy? How Much Is Too Much? Doctors Reveal...”
“What Not To Eat If You Want High Energy Levels Throughout The Day”
By using one of these headlines, you’ll have the best chance of getting the attention of your prospect and getting them to read all your message/letter.
Remember, your headline has a single job. To stop your prospect and get them to read the next sentence.
It all starts with a compelling headline.
3. Use Proof To Create Belief
One of the biggest roadblocks your prospects face when reading your message is believing you. They’ve seen too much hype, empty and flat promises, or blatant lies and have grown weary of claims. Especially, those without proof.
So whatever you do...find ways to prove what you’re saying.
Anytime you make a claim you want to connect some piece of proof to it.
Here’s a list of different kinds of proof you can use:
Admitting fault (honesty is mandatory in sales letters)
Certifications (There's a reason why there's a blue badge at the top left of this page. It's not there for the sake of it)
Examples of specialization
These are just a few ideas out of many.
Basically, anytime you make a claim about what your online course or digital product can do, you back it up with some form of proof.
In all of your marketing you’re constantly overcoming two basics objections:
“Yeah, I believe you.” (they don’t believe you)
“So what.” (they’re not seeing why it matters to them)
The more powerfully and quickly you address and overcome these silent objections, the more persuasive and successful your sales letter will be.
4. Write To One Person
When writing a sales letter or any form of persuasive communication, one of the most common mistakes digital marketers make is not identifying their exact prospect. Or they use a group of people instead of someone specific.
While we touched on this in above, it’s important to restate that not only should you do your best to focus your letter around a single idea or problem, but you should also write it to a single person.
Here’s a helpful tip which you may want to try before shrugging it off. Before you write your next ad, email, or especially sales letter, print out a picture of the person who would represent your ideal customer and put it next to your computer. You’ll be amazed at how much this can change your writing.
Give this person a name and write a little bit about them on the printed picture. As you do this you’ll naturally find your writing to be tight, focused, and targeted.
Have you ever read something which immediately made you think “this is for me!”?
That’s the response you’re looking for. When you can create that effect, sales will increase and your business will grow because the right people will resonate with your marketing.
So write to one person, not a group.
5. Clear Call To Action
Your sales letter has one purpose...to make a sale!
I've come across plenty of terrific sales letters where the marketer did a great job and followed all of the guidelines listed above. But when it came to actually asking the reader to take an action, they completely flopped.
Either it was too small, only listed once, or drew no attention to itself.
If your reader has made it past your headline and into the majority of your copy, your next step is making your call to action as clear and easy to see as possible.
I encourage you to not wait until the very end to include it.
You can include a call to action buttons as soon as you feel the reader would know enough information in order to want to click.
Often times you should place one right after you introduce your offer, then adding one in from them on after every couple of paragraphs. Your call to action should be so clear to see that if you stood a few steps back from your computer it would easily stand out.
Use clear, urgency driven language on your call to action buttons as well. Such as:
“Yes! I’m Ready For My 14-Day Trial!”
“Click Here To Try This Limited Offer Risk-Free”
Make it easy for them not only to see the next step but to take the next step as well.
Even just this simple tweak can help increase your conversions.
Sales Letter Summary
If you run an online business you almost certainly need some form of a sales letter. These pieces are your marketing assets which work for you 24/7/365 in turning prospects into clients and building your business.
As you write your first one or make tweaks to your existing page, remember the following guidelines…
1.The Rule Of One
2.Attention Capturing Headline
3.Use Proof To Create Belief
4.Write To One
5.Person Call To Action