5 Overlooked, Yet Deadly Reasons WhyYour $ales Letter May Be
Getting Poor Results
Please understand, I'm not going to list every disease that can
afflict a sales letter. Rather, I'm going to display 5 response
killers I sometimes see when working with clients. Is your sales
letter afflicted with any of the following? 1) To Much Windup.
Get to the point right away in your sales letter. Make your
offer crystal clear. Try to at least do this by paragraph #2 as
a general rule of thumb. Most people skim online sales letters.
2) Wordy Sentence Structure. If you're not a polished writer -
odds are you have overburdened sentences. Cut out all excess and
contradictory words to make your point. Wordy sentences make
persuasive arguments weak. They kill response. 3) Inappropriate
Use Of "Hot Words". Use "hot words" where relevant. Example:
Unless you're writing about strange phenomenon in nature or
health matters or supplements -- think carefully about using the
word amazing, astonishing stunning, mysterious, miracle, potent,
or the phrase "guaranteed to work." 4) Inappropriate use of NLP
or Hypnotic Sales Techniques. Some of these techniques work.
Because of the hypnotic selling craze, I'm seeing sales letters
riddled with NLP and the like. Be careful. Many of these
techniques are obvious - and can lead a reader to think you're
playing mind games with them. The result? No sale. Just write a
letter to your mom, ask for the order 3 times, back up your
facts, then delete your mom's name and use the prospect's name
in her place. You'll immediately gain people's trust. And close
more sales! 5) An Unbalanced Sales Letter. Many people saturate
their sales letters with too many exclamation points, bolding,
underlining and to many font colors. Result: A hyped up sales
letter decreases believability. Many people try to play the "no
hype" angle. I have never written a successful sales letter with
zero hype. Solution: Mix an equal portion of hype with
believability and you'll see results.