| The Importance of Selling |
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Not so long ago, when the computer was first mass-produced for selling to the public, a lot of industry experts predicted that no one would want a box that did nothing but handle data and hog up the entire garage. They were obviously wrong - today nearly every US household has at least one computer, and most even have two or three!
Not so long ago, when the computer was first mass-produced for selling to the public, a lot of industry experts predicted that no one would want a box that did nothing but handle data and hog up the entire garage. They were obviously wrong - today nearly every US household has at least one computer, and most even have two or three! This little bit of history tells us that no matter how good your product is, you cannot earn even a penny from it if you have a lousy salesperson. Likewise, no matter how good your product is, you cannot sell even one copy of it with a weak sales letter. A good sales letter, on the other hand, catches the reader's attention because it resonates with his or her needs and desires. That's why you often see headlines such as "Have you ever felt..." or "Does ... sound familiar"? The Internet is like a very busy freeway and everyone is in a rush so you need to pull your prospects in quickly. Only a strong headline in big, bold letters will stop your target audience dead in their tracks to read through your sales letter. Once you have their attention spend the first few paragraphs connecting with them so they will see you as an understanding individual offering a solution, rather than an anonymous marketer just trying to make a sale. If you are phony or pushy people will see right through you and walk away. Point out the benefits of your product. Highlight and expand on each. Explain how your product will help the reader. Do not simply outline the product's features. For example, instead of saying "this gizmo cures headaches", say "this gizmo can relieve your headaches". Make it relevant to the reader so they see the benefits of your product against the very reasonable price you are charging for it. Write a paragraph or two on how the reader's life could be changed by using your product. Use very descriptive words so the reader gets a clear picture of what the product can do for him or her. Finally, make a strong call for action! "Click the Buy Button", "Pay by Credit Card" and so on. Your final objective is to have the reader purchase your product. Do not make the mistake of forgetting such an important step. |
