When writing a sales copy, all internet marketers know that a long copy will sell more than a short copy. This does not mean that the more words the better; it is the quantity and the quality what will increase its performance.

A very important factor to keep the reader interested through the whole copy is to keep a right sales structure. These are the steps to follow to make a successful sales letter.

1. USE A POWERFUL HEADLINE. You must think about the biggest benefit of your product an try to express it in a short sentence. The objective is to grab your reader's attention and raise his curiosity to continue reading.

2. CREATE EXCITEMENT WITH A SUB-HEADLINE. In no more than two or three short sentences, you should expand on the benefits of your product and generate excitement on your reader. If you are offering a limited promotion, you should specify the limitations of your offer here.

3. OUTLINE THE BENEFITS OF YOUR PRODUCT. You must tell the reader the three main benefits that he will get when buying your product. Attention, this has nothing to do with the features of your product; you have to think about your customer's satisfactions. For example, if you are selling holiday villas, you could mention something like: "If you'd like to take advantage of the comfort of a luxury apartment, enjoy the Mediterranean sun and save money on your summer vacations, then this might be the most important letter you'll ever read"

4. EXPLAIN YOUR UNIQUE SELLING PROPOSITION. This is the specific benefit that differentiates your product from anyone else. At this point, you must mention your USP in one or two sentences. It will be later on in your sales letter where you will explain the details.

5. PROVE YOUR CREDIBILITY. The most important thing to sell on the internet is to establish credibility. You need to make your readers fell comfortable buying from you, so you need to tell them why they should trust you. Explain the three main reasons why they should believe you. Try to proof that what you say is true.

6. EXPLAIN THE FEATURES AND BENEFITS OF YOUR PRODUCT. Explain which are the characteristics of your product and which are the benefits associated to them. For each feature, try to explain how this will help to improve your reader's life or how this will offer a solution to a problem. In this section, you can expand yourself as much as you want. The more features and benefits the better.

7. PROVIDE MORE DETAIL ABOUT YOUR PRODUCT. Here is where you can explain all the details about your product. Use as much space as you need. Write until you get boring.

8. INCLUDE CUSTOMER TESTIMONIALS. In order to continue establishing credibility, you must mention testimonials of other customers that have already bought from you and have experienced the benefits of your product. Try to mention the details of their experiences rather than sentences like "I really loved your product..." or something similar. Mention at least 5 testimonials if you can.

9. ELIMINATE THE COMPETITION. You eliminate your competition by giving your reader the elements they need to judge your product. Of course, you will mention the elements where your product is excellent and much better than your competition.

10. BUILD VALUE. To build value in your offer you have to let your readers know that your offer is so good, that they cannot refuse to take it. One way of doing this is to compare the value of your offer with the normal value of your product.

11. PROVIDE A SUMMARY OF EVERYTHING YOUR CUSTOMER WILL RECEIVE. Make sure your customer understands everything he is going to get from you.

12. MENTION THE PRICE OF YOUR PRODUCT. Mention the regular price and the sale price of your product. The regular price must be crossed out and the offer must follow.

13. LIST YOUR FREE BONUS PRODUCTS. The objective is to prompt immediate action by offering free bonuses. With this strategy, you are also adding value to your product. You can also try to create a sense of urgency by telling that the bonuses will only be available for a limited period of time.

14. OFFER A STRONG GUARANTEE. The strongest guarantee you can offer is a "money back" guarantee. The fact of offering to try your product at no risk will generate a lot of trust and confidence on your readers. It is very important that you honour your guarantee for any returns you may get, but you can be sure that the sales you will generate with this strategy will be by far more important than the returns you may receive.

15. RE-EMPHASIZE YOUR GUARANTEE. Remove all elements of risk by closing your sales copy saying something like: "You don't have to decide now if this product is for you. Just get it and try it out. If it doesn't do everything I say and more, if you don't save money, or if your business doesn't improve, or if your life isn't better, or if you don't absolutely love it, just let me know and I'll give you every cent of your money back! So you have nothing to loose and everything to gain."

16. TELL THEM HOW TO ORDER YOUR PRODUCT. Provide detailed instructions about how to place the order.

17. SIGN THE LETTER. Use your full name and title.

18. CLOSE WITH A "P.S." Use this part to emphasize the most relevant points of your letter.

Remember that this will be a long sales copy that will take your readers some time to read. With this in mind, you must work on the format and design of the copy trying to make it as friendly as possible. Highlight the most important statements, so that the letter can be read also in one or two minutes.

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