How To Structure A Sales Letter

When your livelihood is writing sales copy for online and offline businesses, it’s absolutely crucial that your copy converts, or your clients simply won’t come back! A huge proportion of my work is repeat business, and a big reason for that is because over the last 7 years or so, I’ve developed a formula that works over and over again, for any product I’m asked to sell.

So if you can’t afford to hire a sales letter copywriter like myself, then here’s my formula for writing a profit-pulling, high-converting sales letter-

STEP #1 – The Headline

Sure, it’s a pretty obvious one, but it’s arguably the most important part of any sales letter, so neglect it at your peril! The fact is, if you want your prospect to remain on your sales page once they’ve landed on it, then your headline needs to grab their attention straightaway, and keep them reading down to-

STEP #2 – The Sub-Headline

As well as the headline, it’s also a good idea to include a sub-headline, too. This allows you to expand on the main benefit of your product offer, or even include another major benefit as well. A sub-headline essentially gives you room to include powerful pulls, without making the headline waffle on too long!

STEP #3 – Address The Prospect’s Problems

At the beginning of the main body copy, you need to address the BIG PROBLEM (the reason why the prospect is on your page in the first place), and then make it crystal clear that you’ll be providing a SOLUTION to this problem very soon. A popular method of doing this is to ask a few questions, like -do you wish that you could lose 10 lbs?- (for a fat loss product), or -are you fed up with always being broke?- (for a business opportunity or make money online type of product).

STEP #4 – Talk About The Benefits Of Your Product

After you’ve addressed the prospect’s main problem(s), then you need to make it clear that YOUR product will offer the solution they’ve been looking for, and if they stick around for a little while longer, you’ll reveal precisely what it is! This is the perfect place to list some of the main benefits of the product, in order to whet their appetite a little and keep them reading.

STEP #5 – Reveal Who You Are And Why You’re Qualified To Help

Naturally, If you’re reading a piece of sales copy and thinking about buying the product in question, then you’ll want to know who the product creator is, and whether or not they’re actually qualified to help you. So at this point you need to introduce yourself to the reader, and reveal your qualifications and experience. Only by doing this will you be able to build trust and credibility in the minds of your readers – a crucial thing to consider when it comes to selling anything online.

STEP #6 – Reveal The Product!

After you’ve addressed the prospect’s problems, listed some of the main benefits of your offer, and introduced yourself, the reader should now be very keen on finding out exactly what the product is. And this is the point at which you should reveal the product, and explain exactly how it’s going to help provide a solution to their problem.

STEP #7 – Build Value

Once you introduce the product, you should then be working on building value. This can be done by splitting up the product package into individual components, and assigning a value to each one of them, which when added together, far exceed the actual price. By the time the prospect reaches the order button, your product should represent a huge bargain.

STEP #8 – Include Bonus Products

Another great way to increase perceived value is to add free bonuses to the product package, which of course, must be strongly related to the main product. Including a bonus or two is a great way to convince -fence-sitters- to take the plunge and click on the buy button!

STEP #9 – The Price

After you’ve revealed exactly what the prospect will receive with their product package, it’s time to hit them with the price! And as I said, the price you list must appear very cheap at this stage, which it will (if you’ve done a good job of adding perceived value)!

STEP #10 – Include A Money-Back Guarantee

These days, it’s absolutely crucial that you include a money-back guarantee with your product, because it demonstrates that you have absolute faith in what you’re selling. More importantly though, it reduces the risk of buying, and therefore, makes it far more likely that the customer will go ahead with the purchase.

STEP #11 – Include A Post-Script Or Three!

At the end of the sales letter, it’s vital that you add a post-script, because studies have shown that after the headline, this is the most read section of any piece of sales copy! Therefore, you need to include the main selling points and benefits of the product. In short, if a prospect were to ONLY read the post-script, it needs to be strong enough to convince them to go back and read more!

And there you have it-

My 11-point sales letter copywriting formula!

Now, of course, this isn’t the ONLY sales letter formula that you can use, but it’s certainly a good one to go with if you’re not sure how to go about writing sales copy. And hey, if you want to sidestep all of the hard work and just get a professional direct response copywriter to do it for you, then feel free to get in touch!

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Plan an Electrifying Start to Your Information Technology Industry Career

It seems that most people these days have a friend, relative or neighbor in the Information Technology industry. One could be forgiven for concluding that this popularity is a product of a well known process supplying the Information Technology industry with rejuvenated stock year in and year out. Nothing could be further from the truth, approximately 70,000 searches a month for the keywords Information Technology Career or similar variances on Google alone validate this claim.

Even with a University degree many graduates find themselves lost and confused about their career path. The problem that graduates face is that Information Technology is a broad description encompassing any and all industries involved with the storage, processing or delivery of information. Telecommunications specialists and hardware technicians alike call themselves “IT” professionals despite very different training and skill sets. As do developers, business analysts, help desk consultants, web designers and database administrators just to name a few others.

In an industry where knowledge is rewarded, opportunity awaits savvy students and trainees who focus their training sooner rather than later. Take our two example students whom Ive very imaginatively called Student#1 and Student#2.

Student #1 wasnt sure where his IT education might take him. He is bright and cruised through his course producing the following impressive results.

2007 High School Graduate
2010 Information Technology Degree (6.1 of a maximum 7 GPA)

Good results are great. But can we raise the bar without improving on the GPA?

Student #2 researched the industry very early into his degree; he spoke with appropriate parties including recruitment agencies and other IT professionals. He even volunteered for three weeks of work experience in his field of choice. He continued on a focused career track throughout his time at university and at the end of his degree his final portfolio of achievements looked like this;

2007 High School Certificate
2008 Systems Administrator (3 week work experience) Company XYZ
2009 Microsoft Certified Professional (MCP) Self Study
2009 Professional Membership AITP (Association of Information Technology Professionals)
2010 Information Technology Degree (5.6 of a maximum 7 GPA)
Major Infrastructure Technologies
Major Network Technologies

Student #2 focused his efforts towards a Systems Administrator role three years before he was scheduled to finish his degree. Apart from the additional experience he was able to get a first hand insight into the industry and learned that an MCP certification would be a valuable asset to his job hunting arsenal. Additional research also led him to join a professional association. Even his university degree shows clear intent and when you compare his achievements with Student#1 he looks a much stronger candidate despite a lower University GPA.

This is an example of well planned career development. The Information Technology industry excels in presenting unique opportunities and this is no exception. Forward thinkers and innovators stand up and get noticed Will you cruise through your studies or are you taking the bull by the horns?

Jumeirah Group Announces New Appointments For The Sales Team At Their Dubai Hotels

The Jumeirah Group has announced the appointments of several new sales team members in the city of Dubai.

The Dubai-based company specialises in operating luxury properties for travellers seeking luxurious Dubai holidays as well as hotels and resorts in major cities all over the world including London, New York, Shanghai, the Maldives and Frankfurt.

It has been revealed that Daniel Weihrauch will be joining the hotel group as the new Director of Cluster Sales in Dubai. Weihrauch has worked within the luxury holidays sector for years and previously held roles at Kempinski Hotels and Resorts in Germany and Jumeirah hotels in Dubai and New York. His most recent role was at IHG, where he worked as the Director of Sales and Marketing at InterContinental Phoenicia Beirut in Lebanon.

The Austrian national, Katja Graf, has been promoted to Director of Sales Leisure in Dubai and has 10 years of experience in the hospitality industry in Europe and the Middle East. She previously worked for the InterContinental Hotels Group in Vienna and Dubai and she was the Business Development Manager for Atlantis, The Palm Dubai.

Olinda Morais is the new Director of Sales, Groups & Events Conversion, Dubai and she has worked for Hilton in France, Brazil and Venezuela, as well as the Madinat Jumeirah The Arabian Resort.

Jan Kaspar Rienermann has worked for the Jumeirah Group since 2005 and is the new Director of Sales, Groups & Events, Dubai. The German national was the Cluster Associate Director of Sales for Jumeirah Hotels & Resorts in 2009.

Jad Doumet is now the Director of Sales, GCC & Government, Dubai and he has plenty of experience working for Dubai hotels after his time at the Armani Hotel, Dubai as the Director of Sales; Crowne Plaza Dubai as the Director of Sales in 2009; and InterContinental Dubai Festival City as the Senior Account Manager.

Jumeirah boasts a portfolio of upscale hotels, resorts and high end properties for luxury holidays in Dubai and cities across the world.

Some of the groups most famous hotels in Dubai include the Burj Al Arab with its iconic ship sail structure, fleet of Rolls Royce vehicles and 24-hour butler service; Jumeirah Emirates Towers with 400 rooms and suites, 15 bars and restaurants and private beach access; and Madinat Jumeirah the Arabian Resort with two boutique hotels and Courtyard summer houses, 44 restaurants and bars, and two kilometres of pristine private sandy beach.