Sales Letter; Sales Page:

The Sales Letter is usually the most important part of the online sales process. As far as Internet marketing is concerned it is not a sales message written on paper and mailed to a prospects mailbox but mostly a one page website designed to close the visitor to actually decide for the promoted product and buy it right away.

Experience and testing has shown that a good Sales Letter should include the following parts:

• A intriguing and attention grabbing headline which creates an interest to read on.

• The actual sales copy which has to convincingly communicate the benefits the customer would receive if he would buy the product or service and explain the most important product features.

• Testimonials  of satisfied customers who have used the product / service.

• A list of additional bonuses the customers would receive for free if they would purchase the product / service. This can be made time sensitive to increase the urgency to buy now, such as “The following bonuses are only available for the next 72 hours” or “The first 100 customers who purchase will receive the following additional bonuses”.

• A money-back guarantee for a specified period after the purchase should the customer not be totally satisfied with the product and ask for a refund .

• A call to act NOW and click the order button.

Although modern online Sales Letters tend to include more and more multi media aspects like audios and videos to demonstrate product features or customer testimonials, the sales copy still is the key factor for the conversion rate (how many out of the total number of Sales Letter visitors are actually buying).

Good sales copy has to cover the four AIDA  - points, grab Attention, create Interest and then Desire to have the product and lead to a final call to Action. These points have to be included in the above listed Sales Letter parts.

The Sales Letter can easily become the make-break-point of a product’s sales process and decide whether the seller makes money or fails.

The most brilliant product will not sell with a bad Sales Letter. And a brilliant Sales Letter might sell even a minor quality product (but then dissatisfied customers most probably will not buy anything else from this seller even with the best Sales Letter).

This is the reason the copy writing stars charge up to $15.000 or more for a professionally written Sales Letter and many marketers gladly pay them as they know it is well invested money. And if a marketer wants to sell a high priced product he cannot do without the best possible Sales Letter as it takes quite some sales talk to convince a visitor to spend a 4 figure sum.

Most Sales Letters are much too long for a screenshot. For an example of a Sales Letter for a high priced product (Mike Filsaime’s famous Butterfly Marketing) click here. Note how long this Sales Letter is. A crude rule states the higher the product price the longer the Sales Letter should be. Try to identify the four AIDA points and note how extensively videos and audios are used for testimonials and demonstrating product features.

[Sale comes from Old English sala = a sale and Old English sellan = to give (in exchange for money);

Letter comes from Latin littera = a character from the alphabeth]

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