5. Forecast the future. 6. Establish credibility. 7. Write bullets that sell. 8. Show proof. 9. Make the offer. 10. Sweeten the deal. 11. Communicate urgency. 12. Reverse risk. 13. Make the call to action.
The following sections explain each part of the sales letter.
Step 1: Craft the headline
The headline is the first thing that people read and is therefore the most critical piece of copy on the page. If you’ re just getting started, use a“ How To” headline because they are simple to write and very effective. The How To headline will apply to 99 percent of the offers you are promoting. Of course, your offer may require a different kind of headline. If that’ s the case, use a search engine such as Google to search for a list of proven headlines. You can find dozens of blog post articles that provide fantastic headline formulas.
Don’ t start with a clever headline. Start with clear, simple, and direct language that communicates the benefit to reading the sales letter copy. Clear and direct almost always converts better than clever and confusing. Later, when you get more comfortable with copywriting, you can get clever.
Take a look at the following How To headline formulas and feel free to use them( filling in the blanks with your pertinent information) or to provide inspiration:
How to Get [ desired result ] in [ time period ] How to Turn [ blank ] into [ desired result ] How to [ desired result ] When You’ re Not [ blank ] How to Fast-Track [ desired result ] How to [ desired result ] Even If [ something challenging ]
For example, this last headline formula might be used to write a headline at the top of a sales letter that reads: How to Buy a Home Even if You’ ve Declared Bankruptcy.
Step 2: Write the subheadline
The subheadline is optional but is often needed to elaborate on the headline. Once again, you can find dozens of articles online that provide lists of classic headline formulas. Here