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We often call online sales pitches “sales letters”, because they follow a similar
format to physical letters sent out by direct mail marketing companies. These
companies spent millions of dollars testing their campaigns to find the best
formats that worked for them, and so when we write an online sales letter,
we're really following many of the docupanda review used by the direct mail
companies.
One of those conventions is ending the letter with a signature, and a P.S. The
signature gave the letter a personal touch, making it more likely to be read,
and the marketing companies also found that the P.S. tended to be one of the
earliest parts of the letter to be read. That's because people would open the
letter, scan perhaps the headline and introduction, and then skip to the end to
find out who was writing to them. The P.S would therefore get noticed early
on, because it immediately followed the signature.
Things work a little differently online. Readers aren't opening a letter, and
they can't just flip the letter over to find out who wrote it. They have to scroll
down instead. Still, there's a strong possibility they may read the P.S. early on,
simply because they might scroll down to find a price, or to find an answer to
their question, or to find out who wrote the letter.
We call these people
skimmers. They're skimming the letter to get the gist of it,
or to find a specific piece of information such as the price. Now, in reality, the
majority of your prospects might be skimmers at some point. No matter how
compelling you make your sales letter, there's no guarantee your prospects will
read every word. Some readers will skip some parts, and some may skim right
down to the price early on. You can't altogether stop this process, but there are
things you can do to take advantage of this natural tendency to skim. For one,
you can write intriguing subheadlines that pull them back into the copy. (We'll
talk about these in the next chapter.)
For those who scroll down to the bottom, you can also write a P.S. that makes
a final appeal to those who did read your letter in full, and also encourages
skimmers to go back and read the docupanda review.
I don't recommend mentioning the price in the P.S. That would make it too
easy for skimmers. Instead, you could mention the biggest benefits of the
product, and briefly explain that you're going to solve their pressing problems
and satisfy their burning desires if they read the letter. You could use the P.S.
to answer a major objection, and to give the prospect one final nudge to buy.
For the benefit of skimmers, leave them with important questions in their
mind that they can only get answered if they read the copy. Use it as a kind of
summary of the sales letter, but in such a way that it forces skimmers to go
back into the copy to find out what the fuss is about.
Here's an example:
P.S: In this letter I've shown you exactly how you can lose weight quickly
and easily, without the need of “willpower” which stops most people from
getting the slim figure they desire.
I've shown you the FOUR SECRETS the weight loss industry doesn't want
you to know, that's holding you back from losing weight... and I've shown
you the THREE KEYS to a slim figure (without which, your slimming
efforts will be a total waste of time).
And I've given you the perfect solution to getting slim in superfast time,
without “willpower” and without enduring those diets you can never stick
to. Take advantage of my offer before it expires.
Notice I point out that I've shown them a solution to their problems, which
compels the skimmer to go back and read the letter. I refer to “the four secrets
the weight loss industry doesn't want you to know”, and the “three keys to a
slim figure”, which builds curiosity in the skimmer, if they don't know what
those things are. P.S: Don't make your docupanda review too long. It's supposed to be a final afterthought! Two
or three paragraphs is fine, but if it becomes too long, it blends into the copy
and won't stand out to skimmers.
HowáToáWriteáSubheadlinesáThatáStop
SkimmersáInáTheiráTracksáAndáForceáThem, KickingáAndáScreaming,áBackáIntoáYour
Copy
A sales letter needs to be broken up into smaller sections, otherwise it looks
too long. We use
subheadlines to do this, which are basically smaller headlines
within the sales letter.
Another very important reason for including subheadlines is to halt skimmers
in their tracks. You want to create subheadlines that pull skimmers back into
the copy out of sheer curiosity, and motivate readers to keep on reading your
copy.
If you're new to writing sales pitches, I recommend writing all of the copy first
(or at least a first draft), and then adding subheadlines afterwards. This allows
you to get into the flow of writing the copy, and then you can extract the main
thoughts and turn them into subheadlines.
Use the same principles as writing headlines. Use each subheadline to “sell”
the reader on reading the next section. Give them a compelling reason to read
it. Use your subheadlines to point to what you're about to say, without giving
away the details. Build anticipation for the next section . Here are some
examples of subheadlines that do this:
im to make each subheadline relevant to the prospect. If your prospect were
to read a headline in isolation, would they care about the message? Would it
suck them into the copy? If not, write a better subheadline.
For example, the last one in the examples above might build anticipation, but
it doesn't really answer the question of why the prospect should care about
that. We can change it so we provide the prospect with a reason to keep
reading: WhatáHappenedáNextáSentáAáShudderáDownáMyáSpine,áAsáIáRealized
I'dáBeenáDupedáByáTheáWeightáLossáIndustry...
Now the prospect cares, because they want to know how you'd been “duped
by the weight loss industry”, so
they can avoid the same fate.
Subheadlines should follow a specific format. You should use a
bold font and
align them to the center of the page. You should capitalize the first letter of
every word. I also recommend using a dark red or green font for subheadlines,
to make them stand out.
Use subheadlines at least once every couple of pages of copy, except between
your bullet points. At earlier stages in your copy you can use them to break up
the copy and to build anticipation. After you've introduced your product, you
can use subheadlines to introduce the remaining sections, such as the bullet
points, the section on value and price, and the one where you close the deal.
Here are some example subheadlines you can adapt for these sections.
For the bullet points...
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