Borrow credentials: If you know someone whose credentials are worthy and who endorses you and your product, identify that person here( and include his or her endorsement, if possible).
Tell your story: Have you had an experience that makes you qualified to solve this problem?( Gotten over your stage fright, taught yourself to walk again, lost 50 pounds?) Tell that story.
Use impressive numbers: If you have impressive data, years’ worth of experience, or numbers of successful customers, use them here.
Remember that at this point, no one who doesn’ t have the problem you’ re describing is reading this copy. At this point in the sales letter, you must explain why you’ re qualified to solve the problem.
Step 7: Write bullets that sell
Although you hope that the reader of your sales letter will read every word you write, the truth is that most people will only skim your letter. Adding bullets to your sales letter breaks up the text and often causes even the most hurried skimmer to pause and read. You should include three to five bullets that explain the benefits of your offer. Take your time on this step, but don’ t get bogged down. For your first draft, this step should take no longer than 30 minutes. You can come back and spend more time on these benefits after you have created this first draft.
This is not the time to explain the product or service you are offering. This is the time to outline the benefits your reader will receive if they buy your product or service.
Remember that people don’ t buy products and services; rather, they buy a desired outcome:
They don’ t buy cold medicine; they buy a good night’ s sleep. They don’ t buy a gym membership; they buy a shapely or healthier body. They don’ t buy pest control; they buy a clean, safe home for their children.
Step 8: Show proof
In this step of writing your sales letter, you create the most important element of your copy: proof. Proof isn’ t the same thing as credibility or the credibility of your organization, which you established in an earlier step. Establishing your credibility creates trust, but throughout your copy, you’ ve started to introduce promises to your readers. Now you need to substantiate those promises by providing proof of your claims. If you’ re selling a physical product, this is a good time to demonstrate, through video or images, how the product works and show it doing the things you described in the bullets you wrote