If you have a product that you sell through a website and you’re interested in making the most money from that product then you better have a sales letter for it. Not only that but a sales letter the has been written by a good copywriter, preferably you as no one is going to put the effort into your bottom line like you are. If you’re not good at copywriting I’d strongly recommend you start as copywriting is one of the most important skills that you can learn. When it comes to making money it’s in the top three.
However before you get down to the brass tacks of writing copy you have to know who you are writing too and answer these questions about your target audience. Who you are selling too matters more than anything else in making sure your marketing message is on point and getting through to your prospective customers. For example say you’re selling a weight loss program. Say you have the same weight loss program but you have a sales letter you’re going to send out to twenty year old women and a sales letter you’re going to send out to forty year old women. Even though the product is the exact same the message is going to be different. So before all else know your target market. Now for the questions.
Who am I? (Target Market)
Here you are going to be answering the question of who you’re target market is. You are going to answer the question of “Who am I” in reference to your target market. Who is this being targeted too? The more accurate you can get this the better. For example twenty year old male college students who live in the United States and have over 10k in student loans versus male college students. And so on and so forth, the more you can drill down the better. As the more specific you get the more you can gear your marketing message to your target market.
Don’t go broad go deep. As Dan Kennedy likes to say “There are riches in niches”. You want to have massive appeal to a very specific group as opposed to having some appeal to a broad audience. Going broad will kill you. Drill down and drill down deep. And then drill some more. This is the foundation upon which everything else is lain the stronger that this is the stronger everything else is going to be as well.
What do I want? (Desire)
The next question is you have to answer what is it that your target market wants. What is it that keeps them up at night tossing and turning? If a guy is worried about paying his rent then it’s going to be making money quickly. If it’s a guy who’s thirty and still hasn’t gotten laid it’s going to be losing his virginity…yesterday. You get the point find what their deepest desire is and connect your product with meeting it. Your book will teach him all he needs to know about making money, you’re dating course will turn him into a stud that will bang stunners left and right.
You have to dig deep into your target market’s psyche and find out what they want more than anything. Asking them doesn’t usually work. For example if you asked a forty year old woman why she wanted a fitness program she’d probably give you some pat answer like “To be health” or some crap like that. When the real reason was because she is insecure that her husband might leave her because she’s lost her looks or that her sister is hotter than her now or something of that nature. Get to the heart of the matter and address it. Your product is the answer to their deepest desire.
Why do I want it? (Emotion)
Now what you are doing is you’re going to connect your product with the end result. So you’ve identified what it is they want more than anything and that your product can solve it. Now you are going to connect it with what that will provide for them. So your product helps women lose weight and you’ve addressed that it’ll make them attractive again. Now you’re going to drum up emotions about what the end result of the product is. “Imagine walking down the beach guys breaking their necks left and right just to get a look at you and all because you used product X”. You get the point.
You’ve figured out your market, connected your product with their deepest desire, and now pumping up emotions in them. You want them to be able to feel what it’s going to be like when they get the end result of your product. Never forget that emotions are the key to selling. If your sales letter doesn’t stir up emotions it isn’t going to convert it’s as simple as that. Make sure that your prospect can feel your product solving their deepest desire and make sure they see and feel the end result.
Summary
The start of a good sales letter is to drill down deep and find out everything you can about your target market. The more specific you get the more accurate you identification of their deepest desires will be. Then connect your product with their deepest desire and let them know your product will solve it. Then you make them feel the end result of your product fulfilling their deepest desire. You want them living it in their mind, because once they’re doing that then they’ve taken mental ownership which is required before physical ownership (physical meaning purchase). Follow these steps and you’ll increase sales of your product in no time.
If you have any questions you would like to see answered in a future post send them to me at charlessledge001 (at) gmail (dot) com. If you found value in this post then I would encourage you to share this site with someone who may need it as well as check out my books here. I appreciate it. You can follow me on Twitter here.
-Charles Sledge
