Here’s what I mean. Everyone is so into, this is who I am and why you should listen to me along with all this other stuff.
I think we’ve all seen that to a degree and I do that on some of my sales letters, when I’m selling me. Meaning, for example, for Internet Marketing Explained, I go through a bit on the top of it about who I am and why you should listen to me to give me credibility.
Honestly, that’s the biggest waste of space on most sales letters.
If you’re selling a niche product in any way, get rid of all that crap. The reason is because no one cares. The longer it takes for you to get to the section that says what’s in it for me, the bigger your chance is of losing that prospect. You want to get to what’s in it for them immediately…
What are their problems? How can you help them solve those problems? The faster you can get to that in a sales letter the better off you’ll be.
Again, the biggest problem people have is that they don’t think of what the prospect actually wants. You have to know, if you’re going to be into a market, what that market wants. You have to think like the market.
The reason why I can sell products well in the Internet marketing space is because I understand it. I am my own customer. I have the same problems as my customer has. In fact, I may have them on a much bigger scale.
Here’s another example, in the diet industry,
I’ve sold many products in that industry so I have a pretty good idea of what those people want. The bottom line is simple. They want to lose weight and they want to lose it fast.
That’s the simplicity of it, but for your individual product what is the promise that your product makes.
If you start with the promise that your product makes that promise has to match up with what the prospect actually wants. Think of that in its context, because if your prospects want this and your product does that then it’s an easy sell.
If you’re trying to put a lot of space in between your prospect into ultimately what your product does, like giving them a bunch of information they don’t know or don’t care about, even a bunch of bogus statistics that no one is going to read anyway, then get rid of it you don’t need it.
That’s where people make the biggest mistake in writing a sales letter is that they take too long to get to the point. I see it done in video sales letters, long sales letter and even short sales letters. In many cases, we can shorten it up, but when we begin talking about their problems we want to talk about the problem and let them know we totally understand.
In fact, think about this, when a person is reading your sales letter they should feel as if you’ve written it specifically for them, that’s how good your sales letter should be is when they think oh my God, he/she is right that’s exactly what I’m going through right now.
What would they say next? That will build the rapport with that person that you can’t match with anything else.
Then when you say hey, don’t worry I’ve got a solution for you and here it is. So, when you come up with your product now and introduce it in your sales letter it makes it easy for them to want it because you’ve been right with them the whole way through the sales letter.
When you start thinking like the prospect and stop, again here’s the key, stop trying to sell with tactics.
That’s what many people do now on the Internet, which honestly is kind of sickening because its these different tactics I see people using in order to try to get the sale whether it’s a pop-up, pop-up on exit or maybe even a countdown timer used inappropriately.
There are a lot of tricks and tactics that you can use that in some cases are effective, don’t get me wrong, but you have to have the firm basis of the sales letter. Your sales letter has to sell on its own, before you add any of these other things that can enhance the conversion.
However, if the sales letter isn’t there, all these things combined aren’t going to help you. So again, the biggest mistake people make in a sales letter is that they don’t write for the prospect and, instead, write to the prospect.