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LEARN TO WRITE EFFECTIVE SALES LETTERS TO SU ERC!AR"E #OUR $AR%ETIN" Si& 'uick (nd E(s) Ste*s

Contents
Introduction

Overview of Sales Letters Part 1 Power Packed Sales Letters 1 Give our !eadlines "eaning Be S#ecific $on%t !ide our Intentions &ttention Grabber 'u(ber ) Lead*Ins + Introductions Gone ,ishing "ore -nticing Stories ,eel our Sales Letters .e(ent ourself In our Pros#ects "ind /he "eaty Goodness ,eatures + Benefits $efined Su((ary Overview of Sales Letters Part ) Power Packed Sales Letters ) Bonuses $one .orrectly

Guarantees to Seal the $eal Instant Gratification .losing the Sale P0S0 1ule 1 'o $istractions 1ule ) 'o .onstraints 1ule 2 ,our -le(ents of a Successful Sales Letter 1ule 3 'o &ssu(#tions 1ule 4 S#ice 5# our Sales Letters 6ee# It Structured /rack -verything Su((ary

Introduction
Let%s face it7 if you can%t write a sales letter7 you can%t sell your #roducts0 It%s a fact0 /hat%s why we%re here to walk you through our #roven te(#late #iece by #iece7 ste# by ste# so that you can e(ulate it to your hearts content0

8here do you start in a sales letter9 !ow do you create an attractive headline9 !ow do you connect to your viewers in such a way that they can%t take their eyes of your site until they%re #urchased your #roduct9 8e%re about to answer all those :uestions and (ore0 /he great thing about this is you don%t need to go on any e;tensive co#ywriting courses7 you don%t need to s#end years #racticing7 and there%s absolutely no need for you to be an e;#ert or e;#erienced writer in any way0 &s long as you can write in -nglish7 this te(#late works every ti(e0

O+er+ie, of S(les Letters - (rt .

< /o introduce writing to sell in an easy to follow and re#eatable for(at0 < /o show you si(#le but effective ways of co(ing u# with headlines that suck #eo#le into the rest of your sales letter0 < /o i(aginatively e;#and on the headline7 and further #ull attention through a #owerful sub headline0 < /o kee# things interesting as we go along7 still with the sole intention of selling your #roduct7 the #ower to ca#tivate your readers with si(#le effects is easier than it see(s0 < /o show you what to do in each case if you get stuck for ideas or ins#iration7 and how to kee# those ideas and your writing flowing0 < /o de(onstrate how :uickly you can create a sales letter over the course of a few hours for long co#y0 < /o e;#lain how to let your thoughts and words flow with the intention of getting the bare bones down and going back later to (ake it sound (outhwateringly good to your readers0 < /o enforce your authority on the (atter7 and to offer #roof for de(onstration and trust building #ur#oses without having to show bank state(ents with (illions of dollars flowing into your account0 < /o differentiate between features and solid benefits when writing your sales letters7 and the i(#ortance this #lays in enticing custo(ers0

o,er (cked S(les Letters / (rt .

8elco(e to the sales letter writing section0 So(ething that can be #retty scary if you=ve never done it before considering the weight of it=s i(#ortance0 Get this wrong and no one%s going to buy your stuff7 which si(#ly (eans no (oney for you0 /hat=s e;actly the reason we=ve decided to #ut together a kind of ste#*by*ste#7 to# to botto(7 start to finish e;#lanation7 allowing you to ada#t on your own ter(s with changing ti(es and circu(stances0

'ow as you=ve #robably noticed7 no (atter where you go on the net7 no (atter what you=re buying7 there are all sorts of different ty#es of sales co#y and techni:ues around0 8hat we=re going to be concentrating on here is focused7 long co#y0 I say long7 the length varies fro( #roduct to #roduct7 but it=s i(#ortant that you know focused single #roduct sales letters are the (ost effective for (arketers like us7 for the si(#le reason it allows you to focus your (arketing efforts on s(all but highly targeted (arket7 send the( directly to your site7 and know they=ll be interested0

/his ty#e of focus and organi>ation allows us to carry out s(aller targeted ca(#aigns7 and differs fro( the (ulti #roduct sites7 like online su#erstores in that they have a shed load (ore to s#end on advertising than even the (ost efficient and #rofitable of us7 not to (ention a lot of the #roducts us (arketers co(e out with are generally a little (ore off the wall7 and original with new twists and delivery (ethods0

Ok7 so here%s what we=ll do0 If you=ve ever been writing a sales letter and got stuck7 or worried about your res#onse rates7 or your (ethods7 or even never written a sales letter before7 we=re going to give you a :uick and easy to# to botto( for(ula to follow7 and add on so(e rules to

finish off0 ou don=t have to be the best writer in the world7 have the greatest i(agination in the world7 or have a (asters degree anything like that0 If you can write and read -nglish7 you can write effective and #rofitable sales letters7 so lets get started0

T0e Attention/"r(bber
,irst u# co(es the headline0 /he oh*so*well*known and the (ost a##arent block of larger*than*life bold te;t at the head of the sales letter0 So what=s the intention of the headline9 8ell7 the answer to that is twofold0 Its first ?ob is to ca#ture the attention of the visitor0 /o sna# the( out of whatever they=re doing7 and divert all their attention to your co#y0 /he second7 and (ost i(#ortantly7 it=s to #ersuade the reader to read on0 It=s a short7 shar# taste of what you=re offering designed to (ake the visitor dro# everything7 sna# out of their daily grind like trance7 and listen to you0

8hen writing your headlines7 it=s i(#ortant to s#end a little ti(e #laying with so(e words0 8hat you have to re(e(ber is that to catch this attention in the first #lace7 your headline needs to be short7 and to the #oint0 It=s not a su((ary of your #roduct7 and it=s not ?ust there to grab attention being co(#letely unrelated to your #roduct0 &s with your #roduct itself you can categori>e a #ositive headline in the sa(e way0 Solve a #roble(7 avoid #ain7 or gain so(ething that the reader wants0 our headline has to show this right away0

/he how to headlines and discover headlines are #o#ular again

because they work0 It really is a si(#le case of e;#ressing the solutions your #roduct offers7 directly or indirectly0 Let%s say we=re taking a (arketing #ers#ective0 !ere are a cou#le of direct headlines to start out0 $iscover how to (ake seven dollars for every dollar you s#end online0 ,ind out how to increase the si>e of your list ten fold in ?ust a (onth0 It=s as easy as that0 8henever you=re writing a headline7 ?ust re(e(ber the (ain ai( of your #roduct7 the (ain #roble( it #oses a solution to7 or the (ain advantage it gives the custo(er7 and tell the(0

If you don=t like the how to a##roach7 you can always go indirect7 and use the how I a##roach0 ,ind out how I increased (y sales tenfold in ?ust three (onths with one si(#le techni:ue0 8atch as I create a sales syste( that earns (e ten ti(es (y invest(ent every (onth7 without fail0 /here=s nothing wrong with this a##roach at all0 Personally7 I #refer (ethod one7 telling so(eone directly what they can gain7 but this kind of story telling (ethod works too0

"i+e #our !e(dlines $e(nin1 / 2e S*ecific

'otice too that a lot of these headlines are very s#ecific0 8ithin three (onths7 seven dollars for every dollar you #ut into your (arketing7 increase your list si>e five fold every (onth7 and so on0 /his is great7 because it gives an even clearer sense of focus on your #roduct and sends out a (essage of individuality and confidence0 /his is es#ecially true with online (arketing where there=s a heck of a lot of co(#etition7 and giving s#ecific figures and stats like this is going to hel# you stand out and be uni:ue against the hundred thousand (illion however (any there are #eo#le who use the rather uni(aginative ="ake (ore (oney

online= headlines0 "ost i(#ortantly7 it=s going to kee# #eo#le reading7 for the si(#le reason you=re no longer one of the crowd and visitors are going to read on to see what you offer instead of labeling you =?ust another one of the(=0

3on4t !ide #our Intentions

/his is why it%s i(#ortant not to hide the (eaning of your headline or try to #ut off telling #eo#le about your #roduct0 If you%re sending traffic to your site that%s interested in your #roducts in the first #lace7 there%s no need for you to hide anything0 ,actor in that if you%re hiding your solution until further down the letter7 why would so(eone read on if they%ve been sent to your site to find out about a see(ingly different to#ic than you #resent the( with9

So7 as you can see7 it=s not difficult at all7 no (atter what your #roduct0 5se e;act stats to stand out and be noticed7 and tell your visitors about the #roble(s you=re solving7 what they can gain by reading your re#orts7 or how to avoid so(ething un#leasant without hiding your intentions0 !ere are a cou#le (ore e;a(#les for you before we (ove on0 ,ind out how I catch five or (ore s#eci(en fish every single ti(e I hit the water7 no (atter what the venue0 $iscover the techni:ue that turned an a(ateur golfer into a co(#eting #rofessional in ?ust three (onths0 Learn how to use the software that saves (e ten thousand dollars in legal fees every ti(e I buy a new house0

I could go on forever7 but I won=t0 One thing to re(e(ber is testing0 $on=t think ?ust because you have a headline that isn=t so bad that it always has to stay that way0 I won=t elaborate right now7 because we

have a whole section on effective testing later on in the course0 5nder no circu(stances get too an;ious about this7 because it=s not set in stone7 and you can change it whenever you feel the need0 /hink like this7 follow the above guidelines7 and you=ll be writing enticing and #rofitable headlines without that old =5h00 I don=t know what to write= feeling co(ing over you0 /hat=s the first ste# sorted0

Attention "r(bber Number 5

'e;t co(es the sub*headline7 a cou#le of lines of te;t under the (ain headline there for the si(#le reason of enforce(ent0 It gives you a little s#ace to e;#and on what you=ve ?ust said and do so(ething very i(#ortant0 &nd that=s give the reader a reason to read on0 !ere=s a well used e;a(#le for you7 and that=s the =don=t go anywhere7 because this could be the (ost i(#ortant letter you=ll ever read= a##roach0

"any #eo#le clai( to have co(e u# with that line7 but whoever did it originally7 congrats because it really does (ake a difference0 It=s kind of a settle in line0 & take your hands off that (ouse7 don=t click the dreaded ; or get distracted with anything else kind of line0 So that=s your ai(7 to settle the visitor in and to sto# the( going anywhere0

'ow #ersonally7 I=ll be honest0 /he whole =don=t go anywhere because this could be the (ost i(#ortant letter you=ll ever read= doesn=t e;cite (e any(ore7 and doesn=t often hold (y attention0 It=s rather overused to say the least7 and has a very =talking at you= feel0 I #refer a little so(ething softer0 Sit back in your fave chair7 and rela; while I show you why what you%re abut to read will change the way you look at online (arketing forever0

Of course there%s other ways to do this too0 !ow about =Prise your fingers off your (ouse7 sit back7 and take a well deserved ti(e out while I show you so(ething that I guarantee will change the way you look at affiliate (arketing7 forever0 &s harsh or as laid back as you=d like it to be7 don=t forget the reason it=s there@ as a feed in fro( your headline into your (ain letter0 It=s a =Settle In Line=0 If it (eets that criteria7 you=re set0

Le(d/In 6 Introductions
'e;t u#7 co(es so(ething that again7 (any #eo#le (iss to their detri(ent@ an introduction0 8ho are you9 If I=ve ?ust landed on your site7 why should I be listening to you9 Si(#le7 tell us your na(e7 and who you are for a start0 Start by (aking that connection to the reader and (aking it #ersonal0

I(agine you land on a sales letter with no introduction7 no na(e7 ?ust a headline and sales letter0 I guarantee you=ll be reading through and be wondering who you=re listening to7 that=s if you even read at all0 /he internet isn=t a #ersonal (ediu(0 Peo#le can=t see your facial e;#ressions or hear the tone of your voice0 In fact7 as far as anyone is concerned7 if you don=t introduce yourself7 you=re ?ust a faceless nobody0

So here=s the deal7 you tell us who you are at the start of your sales letter7 and we=ll start listening to you as if you were a #erson0 /he easiest way to do this is a :uick and easy header7 =,ro( the desk of our'a(e!ere=0 &nd what are you in relation to the #roduct9 Aust the

owner of the site9 $esigner of the software9 Pioneer of this brand new fish catching syste(9 /ell us who you are0 If you=re an authoritative figure7 we=re (ore likely to listen to you0

!ere co(es the fun #art7 and where (ost sales letters I see in (y day to day browsing and e;#loring of the e*(ails go wrong7 the introduction0 !ow to start9 8ell7 I ho#e you=re u# for a writing a bit of a story here7 because this is how I love to start the sales letters that I write0 'ow don=t get (e wrong or run a (ile ?ust yet7 it=s not :uite as co(#licated as writing a (ake believe story0 &ll we=re going to do here is co(e u# with a few short sentences about how first off you discovered a #roble(7 and ca(e u# with the solution7 and now you have the solution you=re able to earn (ore cash7 get (ore leads7 catch (ore fish etc0

It doesn=t need to be long7 and it doesn=t need to be co(#licated or awe ins#iring0 &ll you=re doing here is describing the #roble( that you discovered and saying that you solved it with your #roduct and to what e;tent0 /here=s no reason to blab on for #ages and #ages if you don=t want to7 but this is your chance to show off your e;#ertise7 introduce your #roduct7 and lead nicely into the features and benefits section7 sto##ing your sales letter fro( ?ust beco(ing a big boring list0

So what e;actly do you write9 8ell7 I=ll be honest with you7 there=s so (any different ways #eo#le go about this0 our (ain ai( is (ake things bigger and better0 "ake the #roble( bigger7 (ake the solution better7 (ake the gains bigger and avoidances (ore i(#ortant0 8hat I=( sure you=ll find is once you=re writing7 like with (ost things7 once you start7 you=ll flow (ore easily7 and you won=t have a #roble(0 So7 what I=ll give you now is a #lace to start7 a (iddle7 and an end0 /he ga#s in between

you can fill with infor(ation that you believe is relevant to your #roduct0

W0ere 3o I St(rt7
So7 starting out the introduction7 here=s an e;a(#le for a list building #roduct0 /alk about how you were sitting around one day and s#otted so(ething7 and wondered how the heck there=s #eo#le out there with lists of hundreds of thousands and you and your (arketer friends only had lists of three or four thousand0 &s we all know7 lists are the lifeblood of online (arketers7 and with a hundred thousand ready to buy #eo#le at your dis#osal7 you beco(e one of the big guys with huge #otential inco(es0

B'ote here that we talk about what the list does for the owner of it #ersonally0 & big list (eans nothing7 a big list that gives you the ability to #ull in thousands of dollars whenever you want to buy so(ething7 does (ean so(ething0 Peo#le don%t want a big list really7 they want the advantages and gains a big list grants the(7 so e;#and on your #oints7 and always talk about the advantages and freedo(s each benefit gives the #otential #urchaser0C

So you set out and s#ent years researching this until you finally found a solution0 /his solution took your list fro( four thousand and doubled it every (onth for si; (onths7 and is still doubling today0 ou wanted to (ake one hundred #ercent sure it worked7 so you went out and used your best (arketer friend as guinea #ig0 It went so well7 and the results were so easily re#licated7 you went out and tried it on a grou# of five (arketers that had ?ust started out0 !ere=s what ha##ened000 B-nd e;a(#le 1C

It works for anything7 even #roducts that you haven=t created yourself0 !ere%s another e;a(#le0

"one Fis0in1 / $ore Enticin1 Stories

So7 here I was sitting by the riverbank in )DD17 catching a (ini(al a(ount of car#0 &bout half way through the day7 this other angler co(es along and sits o##osite (e7 sets u# his gear and within five (inutes he=s in0 /wenty seven #ound .ar#0 !alf an hour later7 before he=s even finished setting u# his other rods7 he=s in again7 thirty two #ound car#7 and this is how the day went on7 he #ulled out one after the other0 I could only i(agine the a(a>ing e;#eriences he%d had0 I wonder7 are all his fishing e;#editions like this9

B'ote here again7 we%re #laying on so(ething a little different0 In the #revious e;a(#le we talked about the list owners not wanting the list itself7 but the advantages it brings0 In that case it was (oney0 In this case with the catching of all these fish7 it%s the adventures and e;#eriences0 & for( of entertain(ent7 which often is as #owerful as the standard gaining so(ething you want7 avoiding a #otential #roble(7 and Ere(oving things that you don%t want% the(es of sales letters0 .ontinuing@C

&fter about three hours of (e catching nothing7 and hi( #ulling these fish out one after the other7 I go on over and start talking as you do0 8hat followed was #robably the (ost enlightening conversation about fishing I=d ever had7 and it totally o#ened (y (ind0 I headed back to (y

swi(7 set u# (y gear all over again7 and started #ulling these huge fish out of the lake7 and to this day7 no (atter the venue7 or the season7 I=( catching (ore fish than anybody else on the lake0 ou should see their facesF /his one single conversation was so #owerful and changed the way I look at fishing forever0 ou can i(agine that i((ense #roud feeling after every fishing tri#0 So naturally7 I told so(e friends about it0 &nd here=s what ha##ened000 B-nd e;a(#le )C

B&gain7 in that e;a(#le7 we%re #laying on entertain(ent and gaining so(ething again0 'obody really wants to catch (ore fish0 /hey want the gains that co(e fro( catching (ore fish7 in the above case7 the i((ensely #roud feeling0C

See how easy it is to write an enticing story that enforces the #ower of this #roduct to #rovide a solution to a #roble(9 Like I said earlier7 this is ?ust base for your work0 ou can see a clear start7 (iddle7 and end in both of these e;a(#les0 $ownright si(#le7 all you=re doing is talking about how you ca(e u# with it and what it=s done for you in a big way7 and how you don=t know how you got by without it0 In addition to the above #oints7 have you ever noticed how you en?oy hearing about other #eo#les lives9 /his is what kee#s #eo#le gri##ed and reading0 &ll you%re doing is telling the( a story related to your #roduct that they can relate to also0 If you%re sending the right traffic to your sites7 and they%re interested in what you%re talking about7 they won%t be able to tear their eyes off your words until you%re done talking0

Feelin1 #our S(les Letters

In addition to this7 you%re #laying on the advantages that co(e with it7

the feelings7 the ha##iness7 the #ride7 the adventure and the entertain(ent0 'obody wants to catch (ore fish for the sake of catching (ore fish7 but they want to do so to gain those feelings0 /his is such a i(#ortant factor no (atter what you%re writing about0 1eally e;#and on those gains7 because as in the above e;a(#les7 a big list7 lots of (oney7 lots of fish catching7 chea# cars7 half #rice housing (ean nothing on their own0 It%s the gains7 the feelings and the avoidances attached to the(7 the advantages of carrying out such a task and succeeding that (atter0 If you%re not selling those feelings7 and those advantages and gains7 your #roduct on reading your sales letter will see( (ore like an e(#ty shell with no (eaning7 than an e;citing #roduct that everyone wants0 If you=re still stuck for ideas7 and you=re not sure how to go about this7 check out so(e of the big na(e (arketers that you know about and trust0 Look at (y sales letters0 Look at .hris= sales letters and what they ai( for when they start out0 I can assure you7 it all has a #ur#ose7 and is loosely based on this si(#le story telling for(ula to start out with0 1e(e(ber though what you=re writing for0 I=ve seen so(e great introductions fall down because they lose sight of the goal0 ou=re kee#ing the attention of the reader7 and at the sa(e ti(e re*enforcing a #ractical use of your #roduct and how it=s i(#roved the lives of yourself and your target (arket0

Cementin1 #ourself in #our ros*ects $ind

Let% look at the end of the last two e;a(#les I gave you0 So what did ha##en9 /esti(onials ha##ened and your #roof ha##ened0 /his is your chance to really hit ho(e about how good your #roduct is7 and how well

it solves a #roble(7 and there=s two ways to do this0 ,irst7 use testi(onials7 so(ething that=s easily re:uested and received by #eo#le ha##y with your #roduct0 If you=ve given it to #eo#le you know before releasing it7 ask the( to write so(ething for you0 If you=ve already released the #roduct7 ask your custo(ers to write for you7 and collect as you go along0 So(eone ha##y with a #roduct will often tell other #eo#le about it7 and that=s to your advantage0

/he second alternative is to use #roof in #lace of testi(onials here0 Bank state(ents or screenshots fro( your #ay(ent #rocessor to #rove inco(e fro( sites7 #hoto=s to #rove how (any fish you caught7 your before*and*after scorecard fro( your golf rounds7 things like that0 'ow I=( not saying that should re#lace testi(onials7 far fro( it0 If you decide not to #ut testi(onials in the (idst of your sales letter7 you can always #ut the( down the side of your #age0 Both of these (ethods work7 it=s really u# to you0 I #ersonally believe this adds to sales letter rather than detracts fro( it7 but to each his own0

8hat both of these (ethods do is answer so(e :uestions going on in #eo#les (inds0 /he biggest one of those being can they trust you0 8hat we=re doing here is eli(inating the initial doubts :uickly7 and effectively without beating around the bush so to s#eak0 -li(inating doubt and s:uashing fears beco(es an integral #art of writing your sales letter7 because lets face it7 anyone who writes a sales letter with the sole (indset of sell7 sell7 sell7 isn=t going to get very far without this all i(#ortant ele(ent0 8e=ll talk (ore about this later0

$e(t) "oodness

'e;t u# co(es the (eaty goodness of your sales letter7 and that=s the (ain body of te;t that directly talks about individual #arts of your #roduct and how it=s going to hel# the #eo#le that buy it0 &gain7 so(ething that (any (arketers get wrong is that they blab too (uch7 one huge7 dirty7 disorgani>ed body of te;t written in an entirely unattractive way that no one can be bothered to read0 Or they ?ust #rovide a list of features telling the reader what the #roduct does0 'ahF I think not0 So let%s look at how to correctly go about infor(ing your visitors about your #roduct while kee#ing it interesting0 ,irst u# I=d like to tell you now that the (ore organi>ed a##roach of bullet #oints is the right way to go about things0 It=s fast to read7 looks nice7 and best of all if the reader isn=t interested in a #articular #art of your #roduct7 but is interested in general7 they=ll be able to ski# over that #oint and (ove onto the ne;t7 so(ething that=s (ade i(#ossible if it=s all one slog of te;t losing you custo(ers0 So #oint one here is actually use bullet #oints0

Of course it=s never that si(#le7 and neither is this0 So(ething that I want you to re(e(ber7 that should always for( the basis of your sales letter and ad co#ywriting7 is that listing the features is never enough0 /he reason for this is because it=s boring7 and it=s breaking one of the rules of sale letter writing we talked about earlier@ assu(#tion0 Aust because it=s totally obvious to you what so(ething does7 with so (any different ty#es of #eo#le on the internet fro( all around the world7 it=s #ossible that it (ay not be so obvious to the(0

1e(e(ber7 benefits sell7 features don=t0 /here=s two ways to go about this as you=re dissecting your #roduct for all to see on your sales letter0 "ethod one is to si(#ly list the features as (ini titles and in the sa(e

bullet7 e;#and on the( and talk about their benefits0 /he second (ethod is si(ilar and ?ust (i;es the two together instead of se#arating the feature and the benefit0 Personally7 I #refer (ethod nu(ber one over (ethod two7 because it really allows the reader to see what you%re getting at fro( the outset7 and in turn lets the( ski# over it if they%re not interested or are looking for so(ething else in your #roduct0

Fe(tures (nd 2enefits 3efined

I want to touch on this one (ore ti(e before we end #art one0 So(eti(es it=s hard to define what=s a feature and what=s a benefit0 /here=s nothing wrong with that7 so before (oving on I want to give you a cou#le of real :uick e;a(#les of each0 Let%s look at the fishing e;a(#le again0 =/his #roduct includes the ulti(ate fishing handbook=0 ,eature0 =Guaranteed to increase your catches five fold within a week of use0= Benefit0 =,eaturing the to# 4DD #laces to fish in the country7 including the e;act locations of record catches=0 ,eature0 =/aking you by the hand and increasing your chances hundreds of ti(es of getting you into the record books alongside the all ti(e greats=0 Benefit0

It=s real i(#ortant to know how this works7 because a #lain list of features (ay sell to #eo#le who already know what your #roduct is about and what it does7 but if you start to attract #eo#le that haven=t bought this ty#e of #roduct before7 you=re losing sales7 because the listed features (ean nothing to the(7 until you tell the( what it does to i(#act the( in a #ositive way0

Ok that=s all for the first section on sales letter writing7 and I=ll tell you7 if you=ve followed this to a tee7 If I=( interested in your #roduct7 u# to this

#oint I wouldn=t have clicked off your #age through any fault of your writing7 and ?udging by the testing I=ve done with these (ethods7 neither would a lot of other buyers0

/here=s (ore though7 stay tuned for #art two7 where we=ll talk further about re*enforcing your #osition7 eli(inating #roble(s and worries that (ay arise in your #otential buyers% (inds7 and give you so(e general rules to follow that a##ly to the whole of your sales letter0 See you in #art two0

Summ(r)
< Sales letter writing is so(ething that can be #retty scary if you=ve never done it before7 considering the weight of its i(#ortance0 Bad sales letter (eans no one will buy your stuff7 si(#le as that0 < I%( going to show you that without being a (aster*class writer or having ever taken any s#ecial writing courses7 you can #ull together a sales letter with a solid res#onse rate using a si(#le but effective7 non co(#licated for(ula0 < 8e=re going to be concentrating now on long co#y0 /hat=s a single #roduct #er site7 which is totally focused and has one intention7 and one intention only7 to get #eo#le to buy your #roducts0 < It=s i(#ortant first to understand that we=re focusing on single #roduct long co#y for now7 because without a budget7 or if you=re ?ust getting started7 it=s far easier and less costly as far as your advertising goes to find #eo#le s#ecifically interested in the (arket you=re catering for7 instead of having to bring in a bunch of un*targeted #eo#le fro( different #laces7 and ?ust ho#e that they=ll be interested in one of your #roducts7 and ho#e that they=ll even find it a(ongst the others0 < /his ty#e of focus and organi>ation allows us to carry out s(aller targeted ca(#aigns7 and differs fro( the (ulti #roduct sites7 like online su#erstores in that they have a shed*load (ore to s#end on advertising than even the (ost efficient and #rofitable of us7 not to (ention a lot of the #roducts us (arketers co(e out with are generally a little (ore off the wall7 and original with new twists and delivery (ethods0 < Ok so here%s what we=ll do0 If you=ve ever been writing a sales letter and got stuck7 or worried about your res#onse rates7 or your (ethods7 or even never written a sales letter before7 we=re going to give you a

:uick and easy to# to botto( for(ula to follow7 and add on so(e rules to finish off0 ou don=t have to be the best writer in the world7 have the greatest i(agination in the world7 or have a (asters degree7 anything like that0 If you can write and read -nglish7 you can write effective and #rofitable sales letters7 so let%s get started0 < our attractive headline should be the starting #oint0 /he larger than life bold te;t at the to# of the #age used to grab the reader%s attention i((ediately and #ull the( into reading further7 and secondly give the( a short shar# taste of what you=re offering0 < 8hen writing headlines7 it=s i(#ortant to s#end a little ti(e thinking about your wording0 It needs to be #unchy and to the #oint to #ull the reader out of the trance of their daily grind0 < !ow to headlines7 and discover headlines are #o#ular because they work0 It=s about e;#ressing the solutions your #roduct has to give the reader directly or indirectly0 < Lets look at so(e e;a(#les of this fro( a (arketing #ers#ective0 $iscover how to (ake seven dollars for every dollar you s#end online0 ,ind out how to increase the si>e of your list ten fold in ?ust a (onth0 < 8henever you=re creating your headline7 re(e(ber the (ain ai( of your #roduct7 the #roble( it #roduces the a solution for7 the advantages it will give the(7 and tell the( about it0 < our second o#tion for your headline is the indirect story a##roach0 Instead of telling the( what they will gain7 give the( a taste of so(ething you know how to do and can show the( how to do0 ,ind out how I increased (y sales tenfold in ?ust three (onths with one si(#le techni:ue0 8atch as I create a sales syste( that earns (e ten ti(es (y invest(ent every (onth7 without fail0

< 'otice that both the direct and indirect e;a(#les above are very s#ecific0 8ithin three (onths7 seven dollars for every dollar you s#end on your (arketing7 increase your list si>e five fold every (onth7 and so on0 < /his is done for a few reasons0 One is to give greater focus on your #roduct7 and allows the reader to visuali>e and s#ecifically i(agine hi(self within a #articular situation7 s#urring hi( to read on7 to find out how to #ut hi(self in the situation that he wants to be in0 < Second7 it gives your #roduct a sense of individuality7 (akes you stand out fro( the crowd7 and ins#ires confidence0 !ow (any of those headlines have you seen that tell you so(ething like =Let (e show you how to (ake (oney online=0 Ignoring the fact that this is very clichG7 try to visuali>e (aking (oney online0 8hat do you co(e u# with9 'ow try to visuali>e (aking seven dollars for every dollar that you s#end0 See the difference7 and how (uch easier to is to i(agine the s#ecifics9 < ,ind out how I catch five or (ore s#eci(en fish every single ti(e I hit the water7 no (atter what the venue0 $iscover the techni:ue that turned an a(ateur golfer into a co(#eting #rofessional in ?ust three (onths0 Learn how to use the software that saves (e ten thousand dollars in legal fees every ti(e I buy a new house0 < One thing to re(e(ber when looking at headlines is testing0 $on=t think because you have a headline that=s doing ok that you can%t change it7 and test those changes7 because often7 s(all changes will (ake a big difference7 here (ore than anywhere in your sales letter0 < &lso7 kee# in (ind that your headline is not set in stone7 and you can change it whenever you feel it=s necessary0 /hink like this7 follow the above guidelines7 and you=ll be writing enticing and #rofitable headlines without that old =5hH I don=t know what to write= feeling co(ing over you0 /hat=s the first ste# sorted0

< 'e;t co(es your sub*headline0 /his is si(#ly a cou#le of lines under your headline that are #laced to re*enforce you headline0 It gives you a s(all a(ount of s#ace to e;#and on your headline clai(s7 and al(ost co(forts the reader into sitting back7 and continuing to read0 It=s a =/ake your hands off that (ouse= line0 < 'ow #ersonally7 I=ll be honest0 /he whole =don=t go anywhere because this could be the (ost i(#ortant letter you=ll ever read= doesn=t e;cite (e any(ore7 and doesn=t often hold (y attention0 It=s rather overused to say the least7 and has a very =talking at you= feel0 I #refer so(ething a little softer0 Sit back in your fave chair7 and rela; while I show you why what I=( about to show you will change the way you look at online (arketing forever0 < Of course there%s other ways to do this too0 !ow about@ =Prise your fingers off your (ouse7 sit back7 and take a well deserved ti(e out while I show you so(ething that I guarantee will change the way you look at affiliate (arketing7 forever0 &s harsh or as laid back as you=d like it to be7 don=t forget the reason it=s there@ as a feed in fro( your headline into your (ain letter0 It=s a =Settle InISna# Out Of our /rance and Pay &ttention Line=0 If it (eets those criteria7 you=re set0 < 'e;t co(es your introduction0 8ho are you and why should I listen to what you have to say9 It creates the e(#athy and answers those :uestions i((ediately0 < So tell us your na(e7 and who you are for a start0 "ake it #ersonal0 I(agine you land on a sales letter with no introduction7 no na(e7 ?ust a headline and sales letter0 I guarantee you=ll be reading through and be wondering who you=re listening to7 that=s if you even read at all0 /he Internet isn=t a #ersonal (ediu(0 Peo#le can=t see your facial e;#ressions or hear the tone of your voice0 In fact7 as far as anyone is concerned7 if you don=t introduce yourself7 you=re ?ust a faceless nobody0 8e need to fi; that0

< So7 here%s the deal0 ou tell us who you are fro( the start7 and we=ll start listening to you as if you were a real #erson0 /he easiest way to do this is a si(#le ,ro( section at the start of your sales letter7 =,ro( the desk of our*'a(e*!ere=0 &nd why should we listen to you9 /o answer this7 si(#ly dis#lay yourself in relation to your #roduct0 &re you the designer or the #ioneer of your #roduct9 &re you the successful business owner that your readers want to be9 In these two short si(#le sentences7 you beco(e an authoritative figure7 and the readers are i((ediately (ore likely to listen to what you have to say7 and (ore i(#ortantly7 filter down through the letter #ut their (oney in your #ocket0 < 'e;t u# co(es the best bit7 the introduction containing a little bit of a story0 Often this story talks about the #roble(s you or your custo(ers had before using the #roduct you=re selling7 and then showing what ha##ened after you started using the #roduct or service0 /hink of it as a before and after #hoto in words0 < /here are (any ways to go about this7 your (ain ai( however7 is to take your headline and sub*headline and begin to flow into the introduction of your #roduct0 8hat better lead in than to really ce(ent in your readers (ind the #roble(s your #roduct solved or advantages it=s giving to you over the #eo#le who don=t have it0 "ake the #roble(s bigger and (ore #revalent7 and (ake the solutions clearer7 the gains bigger7 and avoidances (ore i(#ortant0 < -;a(#le: So here I was7 sitting by the riverbank in )DD1 catching a (ini(al a(ount of car#0 &bout half way through the day7 this other angler co(es along and sits o##osite (e7 sets u# his gear and within five (inutes he=s in7 twenty seven #ound .ar#0 !alf an hour later7 before he=s even finished setting u# his other rods7 he=s in again7 thirty two #ound car#7 and this is how the day went on7 he #ulled out one after the other0 I could only i(agine the a(a>ing e;#eriences he%d had0 &re all his fishing e;#editions like this9

< B'ote here again7 we%re #laying on so(ething a little different0 In the #revious e;a(#le we talked about the list owners not wanting the list itself7 but the advantages it brings0 In that case it was (oney0 In this case with the catching of all these fish7 it%s the adventures and e;#eriences7 a for( of entertain(ent7 which often is as #owerful as the standard gaining so(ething you want7 avoiding a #otential #roble(7 and re(oving things that you don%t want the(es of sales letters0C < I go on over and start talking as you do0 8hat followed was #robably the (ost enlightening conversation about fishing I=d ever had7 and it totally o#ened (y (ind0 I headed back to (y swi(7 set u# (y gear all over again7 and started #ulling these huge fish out of the lake7 and to this day7 no (atter the venue7 or the season7 I=( catching (ore fish than anybody else on the lake0 ou should see their facesF /his one single conversation was so #owerful and changed the way I look at fishing forever7 so naturally7 I told so(e friends about it0 &nd here=s what ha##ened000 < B&gain7 in that e;a(#le7 we%re #laying on entertain(ent and gaining so(ething again0 'obody wants to catch (ore fish really0 /hey want the gains that co(e fro( catching (ore fish7 in the above case7 the i((ensely #roud feeling0C < If you=re stuck for ideas on e;actly what to write after the e;a(#les given above7 head on over to so(e of the big (arketers sites0 &nyone you look u# to7 anyone you see as a success and so(ewhere that you want to be7 and you=ll see that a large (a?ority of the( use this (ethod of storytelling to great effect0 < By this #oint7 it=s likely that your #owerful headline7 and sub*headline #ulled the reader into the letter7 the introduction of yourself and your #osition (ade things (ore #ersonal7 created so(e e(#athy between you and the reader and through your #osition showed that if the reader

wants what you have7 they should listen to you as an authority on the sub?ect0 < our story7 or introduction (akes it real0 S#ecifics are the key here0 I caught (ore fish using this #roduct won=t do it0 Give the reader so(ething to grab on to7 so(ething that shows the( that what you=re telling the( is indeed a reality7 and that they=ll be able to achieve what you have7 and if the sub?ect (atter interests the(7 and they want what you have7 then that%s a good reason for the( to read on0 < /his (ethod is also effective7 because it kee#s things interesting7 #ersonable and the reader will start to i(agine and #icture the(selves in your #osition in the story fro( an early stage7 which in turn (akes the( feel great and start to believe that this is #ossible and in turn7 now they know and believe this is #ossible continue reading to find out how it=s #ossible0 < 'ow we need to take things a ste# further7 and introduce several other #arties and even (ore #roof that what you have works0 /his is before we=ve even introduced the #roduct itself0 So what did ha##en to the #eo#le you taught or to the #eo#le whose #roduct you gave9 < /his is your chance to really knock ho(e how good your #roduct is7 (ake it even (ore real for your reader7 s#ark their i(agination further7 and add to the trust factor7 #roving once and for all7 what you have wasn=t a one off7 and it=s entirely #ossible that the sa(e #ositive things could ha##en to the(0 < /esti(onials co(e to (ind of course0 & cou#le of short stories or thank you (essages fro( real #eo#le to #rove your worth and that your #roduct wasn=t a one hit wonder0 /hese are relatively easy to get0 Aust give your friends or fa(ily your #roduct7 ask the( to test it7 and dis#lay the results7 or even re:uest so(e fro( your current custo(ers0 8e=ll talk (ore about this later0

< Second7 you have the choice of using (ore #roof fro( your #ersonal e;#eriences7 such as #hoto=s7 before and after7 bank state(ents #roving earnings is a #retty hot one nowadays0 < Both of these (ethods go towards answering a big :uestion in the custo(ers (ind0 .an I trust this #erson and what they=re saying9 Once you=ve shown enough #roof7 and have created enough e(#athy with the reader7 and you=re over this hurdle7 it=s ti(e to introduce your #roduct0 < /he (eaty #art of your sales letter7 and the (ain body if you will7 your #roduct0 /he te;t that talks directly about the individual as#ects of your #roduct and how it=s going to assist the #eo#le that buy it0 < /he best way to do this is through bullet #oints7 :uick easy #oints that don=t blab7 nicely break u# the #age7 and sto# it fro( looking like a bundle of long tedious te;t0 < So(ething that I want you to re(e(ber7 that should always for( the basis of your sales letter and ad co#ywriting7 is that listing the features is never enough0 /he reason for this is because it=s boring7 and it=s breaking one of the rules of sale letter writing we talked about earlier@ assu(#tion0 Aust because it=s totally obvious to you what so(ething does7 with so (any different ty#es of #eo#le on the Internet fro( all around the world7 it=s #ossible that it (ay not be so obvious to the(0 1e(e(ber7 benefits sell7 features don=t0 < "ake sure that each bullet #oint e;#laining a feature of your #roduct has a benefit attached to it0 /here=s two ways to do this0 "ethod one is si(#ly to list your features7 and e;#lain the benefits underneath0 "ethod two is to (i; your features in with your benefits0 < Personally7 I #refer (ethod nu(ber one over (ethod two7 because it really allows the reader to see what you%re getting at fro( the outset7 and in turn lets the( ski# over it if they%re not interested or are looking for so(ething else in your #roduct0

< So(e e;a(#les: =/his #roduct includes the ulti(ate fishing handbook=0 ,eature0 =Guaranteed to increase your catches five fold in the first week0= Benefit0 =,eaturing the to# 4DD #laces to fish in the country7 including the e;act locations of record catches=0 ,eature0 =/aking you by the hand and increasing your chances hundreds of ti(es of getting you into the record books alongside the all ti(e greats=0 Benefit0 < It=s really i(#ortant to know how this works7 because a #lain list of features (ay sell to #eo#le who already know what your #roduct is about and what it does7 but if you start to attract #eo#le that haven=t bought this ty#e of #roduct before7 you=re losing sales si(#ly because features (ean nothing unless they benefit the buyer0 < /hat=s all for this section0 8hat we=ve talked about so far will allow you to go away and begin to write your sales letters fro( the ground u#7 fro( the effective attention grabbing headline7 to the settling in hands off that (ouse sub*headline7 to e(#athy with testi(onials #roof7 and introductions7 leading in to #resenting your #roducts benefits in an efficient7 organi>ed7 clean and interesting (anner7 getting the (ost #ossible nu(ber of custo(ers to actually read through what you have to say in a state of trusting and learning0 < /here=s (ore7 though7 stay tuned for #art two7 where we=ll talk further about re*enforcing your #osition7 eli(inating #roble(s and worries that (ay arise in your #otential buyers (inds7 and give you so(e general rules to follow that a##ly to the whole of your sales letter0 See you in #art two0 < If you thought you had to be a (aster of ad co#y and #ersuasion to sell your #roducts7 think again0 &s we=ve already shown this doesn=t have to be as co(#le; as #eo#le (ake out7 and if you=re ca#able of reading this re#ort7 you=re ca#able of writing #rofitable sales letters

again and again0

O+er+ie, of S(les Letters - (rt 5

< /o continue the flow of the #revious section7 and show you #owerful additions that you can (ake that will increase your sales beyond what you thought your writing ability could achieve0 < /o lay down so(e strict rules which will assist you in avoiding the #itfalls that (any others fall into0 Lets sto# dro##ing your custo(ers in the water while they%re crossing that bridge0 < /o re*enforce even further your #ersonal e;cite(ent about your own #roducts dis#layed through your sales letter7 without tell tale hy#ing which will lose you sales0 < /o give you a list of guarantees that you can use with your own #roducts that are designed to #ush custo(ers over the edge and hand you their cash0 < /o discuss instant delivery7 and how a si(#le few words about this can easily double your sales0 < /o #ay close attention to closings of sales letters7 and to show you how they can be so(e of the (ost #owerful tools you have in your arsenal to #ush (ore readers of the edge and turn the( into custo(ers0 < /o address so(e general rules of sales letter writing to give your writing a real kick7 and really bring it to life whilst avoiding the #itfalls of the (odern day (arketer0

o,er (cked S(les Letters / (rt 5

In the #revious section7 we left off after having created an attractive headline7 a settle in or sub headline7 a good solid introduction7 as well as concreting your e;#ertise in the readers (inds and #ushing ho(e the (ain benefits of your #roduct in an effective and interesting way0 8ithout further ado7 let%s continue creating your well oiled and structured sales letter0

/he ne;t ste# in this #rocess is to further enhance the confidence your readers have in your #roduct0 I won=t re*visit this again7 as we already talked about testi(onials7 and #roof that your #roduct works in the #revious section0 "ake it e;tra ?uicy7 and #lace it right after your bullet #ointed #roduct benefits to suck the readers in a little (ore7 starting the cli(b to the cli(a; of your sales letter0

2onuses 3one Correctl)

'e;t u# co(es the #lace(ent of any bonuses you (ay have and have decided to give away with a (e(bershi# to your site or the sale of your #roduct0 8hen looking at what bonuses to offer7 be as i(aginative as you are when you create your #roducts0 It doesn=t have to be an e*book or s#ecial re#ort worth a #articular a(ount of cash0 It can be anything7 even your ti(e7 (aybe a free one hour consultation or so(ething to that effect0 -ither way7 the nu(ber one reason for adding bonuses to the end of your sales letter is si(#ly to add value to your #roduct0 & cou#le of rules to re(e(ber when writing your bonuses section: ,irst7

add the #rice or the value7 as this further gives the i(#ression that #eo#le are getting so(ething that=s actually worth so(e cash7 rather than a rando( free #iece of advertising or (anual that they can get for free anyway0

/he second rule here is to not go over the to#0 1e(e(ber7 even though your bonuses are related to your #roduct in so(e way7 you don=t need to write a whole e;tra sales letter to sell the bonuses7 because let%s be honest7 they=re getting the( either way7 and you don=t want to waste ti(e or distract by going over the to# with detail0 & few short7 :uick and #unchy bullets about each of your bonuses will do it0 Go further7 and you (ight find this section dilutes the initial ai(s of your sales letter7 and that=s of course to sell your #roduct or service0

/hird7 and finally7 don=t give away too (uch0 ou=re trying to #ush #eo#le over the edge here to buy your #roduct7 and if you give away too (uch and give the i(#ression that what you=re offering is too good to be true7 this actually devalues the #roduct7 and shifts the focus of the bonuses being (ore valuable than the #roduct itself0 /his leads to (ore doubts in your readers (inds7 which is not good considering that=s what we=re trying to s:uash0 6ee# in (ind a bonus is a bonus and not your (ain #roduct and you=ll be fine0

"u(r(ntees to Se(l t0e 3e(l

'e;t co(e your guarantees0 &n integral #art of any sales #rocess is

gaining the trust of your readers7 and eli(inating risk for the(0 /he easiest two ways to do this are with the testi(onials and #roof we talked about earlier7 and through guarantees0

"ost i(#ortantly here7 you don=t want to guarantee so(ething that you can=t kee#7 so if you=re in (arketing or selling an info #roduct7 never guarantee your results no (atter how confident you are in what you=re doing7 because so(e #eo#le ?ust won=t listen to what you=re saying7 go about things half heartedly7 and then shout at you because you guaranteed the( so(ething that they didn=t achieve7 through no fault of your own0 &side fro( the (oral and ethical #roble(s with this7 I believe it=s also illegal and could get you and your business into trouble0

/here%s actually a huge a(ount of guarantees that you can honor in a nu(ber of different ways de#ending on your #roduct or service0 It=s safe to say7 though7 that (ost widely used and effective are those that entail (oney back if so(ething goes wrong0 Standard service really7 to offer a refund if things don=t work out7 although with intangible #roducts this is a little (ore difficult0 8ith info #roducts for e;a(#le7 there=s always going to be the odd ti(e waster that tries to get your #roduct for free and ask for a refund0

One o#tion to avoid this is to only offer a refund on those that have taken your teachings7 #ut the( to work7 and can co(e to you and show you that it doesn=t work0 'ot only does this ins#ire a shed load of confidence in your #roduct7 again adding value and eli(inating reservations in your custo(ers% (inds7 but it ensures you won=t get any cowboys trying to take you for a ride and get your star five hundred dollar #roduct for free0 /he only catch is you have to be su#er confident

in what you=re offering at the sa(e ti(e0

It=s definitely so(ething that you should take so(e ti(e out to #onder over if you haven=t got a #lan for this right away0 8hen you=re working on this7 try to be s#ecific too0 & one hundred #ercent satisfaction guarantee doesn=t hold (uch water nowadays if it=s not tied in with so(ething like a refund or returns #olicy to target a eli(inate the risk7 because lets face it7 to take out your wallet and hand a load of cash over after reading a written #age by so(eone you don=t know takes a (ighty large a(ount of trust0

Inst(nt "r(tific(tion
Ok so here we are7 #iling on the reasons for the reader to buy your #roduct7 and s:uashing theirs fears and reservations at an ever increasing rate0 /he ne;t thing you want to do is assure the( instant delivery of so(ething0 -ven if your #roduct is due to be (ailed out the ne;t day7 give the( so(ething that they can access right away0

/he reason for this is ?ust because instant gratitude is a big #art of the fast #aced world of the Internet0 It=s fast7 :uick and easy7 allowing for i(#ulse buys at the click of a few buttons0 Peo#le want stuff :uickly7 and to not waste ti(e0 It=s not a big thing7 ?ust re(e(ber to tell the( that their co#y of the #roduct is waiting for the( on the ne;t #age7 or within two (inutes they=ll have the knowledge to beat their fishing buddies ten ti(es over7 every tri# they (ake7 s(all7 but (ighty i(#ortant instant gratification0

Closin1 t0e S(le

'e;t u#7 we have so(ething that=s as i(#ortant as any #art of the sales #rocess7 and that is closing the sale7 asking for the cash0 &ll too often7 both in the real world7 and online7 if you=ve ever trained a sales tea( or been on sales tea( that%s being trained7 the nu(ber one thing that=ll be drilled into your head is closing the sale and asking for the cash0 It=s so(ething that #eo#le ?ust starting out don=t like to do7 or do in an indirect roundabout way trying to avoid this7 and the fact is7 the sales #rocess can only do so (uch0 If you don=t re:uest a signu# or ask the custo(er to buy7 it=s all been for nothing0

So(ething else you should re(e(ber to do here is offer alternatives to the standard #ricing0 Aust re(e(ber to try and give a little so(ething e;tra to ca#ture those #eo#le who can=t afford your five hundred dollars straight u#7 or want to take a year%s subscri#tion at a discounted rate for your (e(bershi# site giving you a big wad of cash u# front0

& great way to li(it the da(age done by asking for the cash is to (ake it see( less da(age than it actually is7 or co(#are the #rice to so(ething #eo#le can relate to in every day use7 or enhance the gains of the #roduct co(#ared to it%s cost0 /he nor( see(s to be co(#aring to a cu# of coffee for a day7 or lunch sandwiches for a week or so(ething si(ilar to that0 So ask for the cash7 and di(inish its i(#ortance a little by relating to ine;#ensive every day ob?ects0

8hen you=re doing this though7 don=t (ake the fatal (istake of telling the reader that your su#er sales syste( only costs as (uch as a cu# of coffee at lunch every day for a week7 but re(e(ber to co(#are it to the

advantages the custo(er will en?oy with your #roduct0 It=s highly unlikely that your readers and #otential custo(ers are going to give you their cash if what they=re getting in return isn=t at the front of their (inds0 It=s ?ust another way of adding value and giving the readers the i(#ression that your three hundred dollar #rice tag isn=t actually as (uch as it sounds when co(#ared to the benefits they=re receiving0

So(ething else you (ay be te(#ted to try is hiding your #rice7 and actually only listing it after clicking the order now link0 So(ething that in effect will sto# the reader fro( scrolling right down before you=ve sold the( on all the benefits of your #roduct and deciding it costs too (uch0 'ow7 #ersonally I don=t like this one because as far as I=( concerned7 if so(eone is really that interested to see how (uch this is going to set the( back before they=re done reading the sales letter7 the sales letter isn=t catchy enough and isn=t doing it=s ?ob0

In (y e;#erience7 this really doesn=t (ake a big difference7 if at all7 so if you=re following this section and writing your sales letter fro( it7 leave it out for now7 but bear in (ind it=s so(ething you=re free to track and test for yourself at a later date if you want to see the results for yourself0

S
'e;t u#7 co(es the PS=s0 I don=t agree with the clai(s that they=re the (ost read #art of the sales letter7 but I do agree that they work0 /hey are there for one reason only7 and that=s to re*enforce the benefits and guarantees of your #roduct7 designed in such a way that they #ut the (ost #owerful benefit7 and the (ost #owerful doubt crusher together7 #ackaged nicely with a second order link in an atte(#t to #ush those

few e;tra readers over the edge7 and #ersuade the( to click on your order link0

-asy as that0 ,ollow the above guide7 take into account the rules7 and track everything0 /hat=s it7 you=re done0 If you thought writing effective sales letters was hard7 ti(e consu(ing or you si(#ly weren=t able to do it #ro#erly7 I ho#e to have #roved you wrong with that last section00

ou now know how to write attractive and catchy headlines and re* enforce correctly with sub*headlines7 or the settle in line as I like to call it0 8rite a :uick and easy connection (aking introduction7 that=s both interesting and infor(ative for your readers7 leading into the (ain chunk of your sales letter7 defining your #roduct and selling it=s benefits0 &dding value and crushing doubts in your readers (inds being the final ste#s to that all i(#ortant order link7 #lus a little so(ething e;tra in the for( of PS=s to convert so(e e;tra sales0

See7 it=s not hard7 or co(#licated in any way0 I understand how writers block hits #eo#le so(eti(es7 and it ha##ens to the best of us7 when we sit and stare at the screen with a blank look7 not knowing how to start or continue0 /hat=ll still ha##en alright7 but now you won=t be one of the ones out there that don=t know what works and how to go about it0

ou won=t write so(ething now and wonder if it=s totally wrong7 or if anyone is going to read it7 or wonder for hours on end how to structure each section0 8e=re not done yet though7 now you have the for(at and structure of the sales letter7 there=s a cou#le of rule sets that I=d like to

go through with you0 /hings to kee# in (ind whilst writing your sales letters that will kee# you and readers flowing7 and to the #oint7 and (ost i(#ortant7 get a wad load (ore of the( to hand their cash over0

Rule . - No 3istr(ctions
1ule 'u(ber One: $on=t distract and confuse visitors0 /he biggest #roble( that see(s to #o# u# in #eo#le%s sales letters is that they=re confusing7 or have the user click on a load of stuff to see other stuff0 'ow recently7 so(eone I used to know back when I started out in online (arketing went ahead and created this website0 /he #roduct itself doesn=t see( so bad7 but the sales letter hurts (y brain7 even when I go over there ?ust to see what he=s doing with so(e s#are ti(e on (y hands0 .lick here to see this7 click here to see the features of that7 hover your (ouse over the little orange bit to see the #ay #lan7 and so on0

It ?ust doesn=t work0 I understand if you have a (ulti#le #roduct site0 /hat (ay be so(e sort of (e(bershi# that offers (ore than one service for e;a(#le0 If all the #roducts and services are related7 great7 #lace the( in bullets on the sa(e #age7 allowing the reader to ski# over if they=re not interested0 If the #roducts are totally unrelated however7 it (ight be ti(e to take a look at how you=re selling the( and consider s#litting the( u# into se#arate focused sales letters and sites0 /hat=s another issue entirely though0

,or now7 ?ust re(e(ber to try and kee# everything on the sa(e #age and don=t divert the readers off to five or si; different areas to see the benefits of each #art of your #roduct0 It=s #lain confusing7 and loses

sales big ti(e0 /his is #robably the very first thing that I learned about structuring (ulti*#roduct sales letters7 with (y very first site that offered ad tracking7 autores#onders7 conferences and a host of other stuff at the sa(e ti(e0 Linking off to se#arate features ?ust confused the heck out of (y visitors7 and (y sales co(#ared to targeted visitors went u# (ore than three ti(es after consolidating with bullets in a focused way all on the sa(e #age0 'ot a bad deal for a little e;tra work0

Rule 5 - No Constr(ints
8hich brings (e to rule nu(ber two: $on=t be constrained by length0 &s I (entioned in the #revious sales letter section7 so(e of the best sales letters I=ve ever read that have ?ust totally sucked (e in using the sa(e for(at as we=ve been talking about throughout this guide0 So(e have taken (e over an hour to read7 and turned out to be big selling #roducts with great visitor to sales ratios0

So here=s the thing0 $on=t fall into the checklist tra#0 & s(all list of features #lanted on a #age is no (atch for the structure we talked about above0 'ow back when I first started7 I wrote this big long sales letter7 a little after the #revious e;a(#le of a(alga(ating all the features into one7 and needless to say it was a tad large0 I wasn=t really all that confident about kee#ing things as they were7 as the #eo#le that I was selling to were busy #eo#le0 Peo#le who don=t want to hang around for ages reading long rea(s of te;t0 Or so I thought anyway0

So I went away and created this list ty#e sales letter that I thought would do so (uch better7 and ran a s#lit run test with the very long and very short versions0 & week and a half and twenty five new signu#s later fro( the long sales letter7 and still staring at a blank fro( the shortened

version7 I had to actually check of everything was working correctly because the short version was #erfor(ing so badly0 /esting ti(e was over0

I never went back0 /hinking that short sales letters would out#erfor( (y long ones was #robably the (ost #rofitable test that I=ve carried out with regards to sales letters0 8ithout the testing though7 based on the untested and incorrect assu(#tions at the ti(e7 it #robably would have been the (ost e;#ensive0 /hankfully that thought was s:uished at an early stage0

Rule 8 / Four Elements of ( Successful S(les Letter

1ule 'u(ber /hree: our sales letter should only ever be doing one of four things7 enforcing your e;#ertise7 enticing with benefits7 crushing fears and doubts about your #roduct7 or asking for (oney0 8hen you=re done writing7 take a read through your sales letter and see if you can s#ot the #oints at which you (ay have deviated fro( your original ob?ective7 and wi#e the( out0 .ontrary to so(e very strange e;a(#les I%ve co(e across in (y ti(e online7 there is no reason for any other te;t to e;ist other than to distract7 confuse or get in the way0

8e saw this e;a(#le earlier7 but it a##lies here too0 See your sales letter as kind of a bridge0 /he starting #oint on one side is the headline7 and anyone who successfully gets across the bridge to the other side

has hit your order link and #urchased your #roduct0 &ll those little niggly bits that have no #lace7 all those distractions7 and #roble( areas are giant dirty holes that custo(ers that should have been yours7 are falling through on the way to your order link0 &ll you=re doing is #lugging those ga#s by re(oving the un needed areas and distractions7 and giving the best chance of a safe crossing7 which of course (eans (oney in your #ocket0

So here=s the deal0 6ee# focused7 ri# out all those irrelevant #arts of your sales letter0 If it doesn%t enforce your e;#ertise7 entice with benefits7 crush fears or ask for cash7 it #lainly doesn=t need to be there0 Plug the ga#s0 1e(ove the dead wood0 Sto# losing custo(ers through the holes0

Rule 9 - No Assum*tions
1ule nu(ber ,our: 'ever assu(e anything about your readers0 /here are so (any renditions of this7 and I=( guilty of doing this7 too7 in draft versions of te;ts0 It=s only natural if you=ve been around so(ething for a long ti(e that see(s si(#le7 obvious7 or the nor( to you0 1e(e(ber it=s not necessarily the nor( for others0 $e#ending on the (arket you=re going after7 there=s going to be so(e degree of variation in the ty#e of visitor you get and their #revious e;#erience on the sub?ect0

/here%s so (any variations of this7 but let (e give you a few e;a(#les0 JInverted co((asJ is a good one that see(s to be taking sales letters by stor( recently0 8hen you=re talking about so(ething in a focused way7 co(ing out with so(ething contained in inverted co((as (ay (ean so(ething to you7 but could well (ean so(ething different to so(eone else7 and is very easily (isunderstood7 along with sarcas(7 irony and slang0

Rule : - S*ice/U* #our S(les Letters

1ule nu(ber ,ive: S#ice it u# a little0 our writing style doesn=t have to be hard sell all the way7 but don=t (ake it boring0 "ake it colorful7 es#ecially when you=re talking about your #roducts benefits0 1e(e(ber your #roduct isn=t good0 It=s not cool7 or nice0 It=s a(a>ing7 astounding7 rock solid7 laser targeted7 and unbeatable0 Get a little e;cited and re#lace so(e of your descri#tive words with so(ething a little (ore s#icy and interesting0

It (ay sound like hard sell7 but not so when cou#led with (y favorite writing style7 which couldn=t be easier for anyone to do7 and that=s ?ust ty#ing as you=d talk0 It goes fro( hard sell /K ad sounding7 and changes instantly to have a #ersonal7 but e;cited and confident feeling about it0 /here=s nothing wrong with in?ecting your own #ersonality either if you want to7 in fact this actually adds to your sales letter0 Aust re(e(ber to avoid the #itfalls we talked about earlier whilst (aking your benefits sound a little (ore ?uicy and attractive0

Rule ; - %ee* It Structured

1ule 'u(ber L: $on=t lose your structure0 8e already talked about the four ai(s of your sales letter7 but if you take a closer look at what we%ve ?ust been discussing there=s a #articular structure about it0 8e started off with the headline7 and the sub headline #ulling the readers into the letter7 then we went on with an intro and so(e reinforce(ent7 #roof and testi(onials7 then benefits of your #roduct7 guarantees7 da(age

li(itation (aking the #rice see( less significant7 and then the PS=s0

Si(ilarly to the custo(ers co(ing over the bridge e;a(#le we used earlier here7 notice how at each stage you=re #iling on the weight at an ever increasing rate7 cul(inating in the cli(a; and #urchase of your #roduct0 /he look of your #roduct ?ust gets better and better7 and faster and faster and faster7 #icking u# the #ace and #iling on those benefits7 crushing those fears and doubts7 and then taking your well deserved rewards in the for( of a sale0

'ever lose that7 and never get it u#side down0 I=ve seen so(e backwards sales letters that #ile it on for the first screen full7 and by the ti(e I=( half way down I%( bored out of (y skull because they=ve run out of stuff to say7 and I%( leaving to do so(ething (ore interesting0 It=s the snowball effect of your sales letter7 and it works like a char(0

Tr(ck 6 Test E+er)t0in1

1ule 'u(ber M7 finally7 but (ost i(#ortantly test and track everything0 -very single word you=ve ?ust read has been tried and tested0 I(agine what would have ha##ened if I decided not to test and track0 I guarantee you this re#ort wouldn=t be here today7 not least because I=d have nothing to tell you7 but also because I=d (ost likely be back selling stuff for other #eo#le7 or taking a course so(ewhere on how to get a good ?ob (aking so(eone else a bunch of cash0

/here are all sorts of additions to sales letters that have been #o##ing u# for as long as I=ve been online7 the N esF I understand that I=(

gettingHO #ages that su#ersede order links7 the Nclick here if you=ve decided not to order in the PS area at the end of the sales lettersO7 and a whole bunch (ore innovative ways to increase sales and convert e;tra sales7 but for now7 ?ust re(e(ber not to try anything new unless you=re tracking it7 because you=ll go broke without knowing what%s destroying your sales7 and you=ll go broke not knowing that the sentence you ?ust deleted was res#onsible for PPQ of your sales0 So there we have it7 a co(#lete guide and fra(ework for creating successful sales letters for a large nu(ber of different #roducts0 One other thing I=d like you to re(e(ber is no (atter how good your sales letter7 if your traffic isn=t :uality7 it won=t sell0 If your #roduct isn=t selling7 your sales letter (ay not be to bla(e7 and no a(ount of changing it will do any good0

-ither way7 you can be a lot (ore confident in your sales letters now0 -ven if you find your sales letters are a carbon co#y of what I=ve written above7 you don=t have to wonder if you=re going about this the right way or not0 One thing that never ceases to a(a>e (e is the ability all of us as (arketers have to turn a black and white #age of te;t7 into so(ething that through only the #ower of the words7 can receive so(ething that=s near and dear to #eo#le7 (oney fro( so(eone that doesn=t know us7 and that=s never (et us7 and fro( a #age that an hour earlier was blank0 On a (ost basic level7 that=s very #owerful and why you should always feel real #roud when you (ake a sale7 no (atter how s(all0

Summ(r)
< 8elco(e to section two of the sales letter creation section of the course7 where we=ll continue to give you a tried a tested (eans of creating sales letters for your #roducts fro( the very sa(e te(#late we7 and (any to# (arketers use to create theirs and shift large nu(bers of #roducts without you having to do any e;tensive studying or be an e;#ert co#ywriter0

< 8e left off the last section having co(#leted the introduction to your #roduct7 and dis#laying the( to the reader in a clean and effective way0

< /he ne;t ste# down the line is to further re*enforce the ele(ent of trust in the readers (ind0 1e(e(ber7 you=re doing so(ething very #owerful here7 selling to #eo#le through words7 #eo#le you=ve never (et and #robably never will (eet in #erson0 Let%s ins#ire further confidence to co(bat this #roble(0

< /he first thing you need to do is7 as we already discussed and won=t go into again in detail7 is add (ore testi(onials7 (ore #roof0 8e=ve already instilled trust relating to yourself7 #rior to introducing the #roduct7 now we need to tie in and have your #roduct associated with #ositive results0

< Once you=ve done this7 the ne;t ste# is to add value0 ou=ve already got your #roduct benefits listed7 which is going to #rovide the base

reason for your #rice7 let%s take this a ste# further now to show #eo#le they=re actually getting (ore for their (oney than they first bargained for0

< Bonuses7 it=s si(#le7 it=s straight forward7 it=s well used and it=s been #roven to work0 /he i(#ortant #arts here are two*fold0 ,irst7 (ake sure your bonuses are i(aginative and are there for a reason and actually relate to your #roduct0

< our bonuses don=t have to consist of e*books0 In fact7 it=s even better if they don=t0 .o(e u# with so(ething s#ecial7 so(ething that no one else is giving away0 !ow about a series of s#ecial additional re#orts written by you relating to7 but not a #art of the original #roduct9 !ow about a short free of charge7 no strings attached one*on*one consultation9

< /here are two rules that you need to kee# in (ind when adding bonuses0 &s si(#le as it (ay see(7 (any violate these rules and end u# devaluing their #roduct totally7 which is the o##osite of what we want to achieve0

< 1ule one: be s#ecific0 &gain7 how (uch is your bonus worth9 Give it a (onetary value to de(onstrate that the custo(er is actually getting so(ething that%s usually charged for and is worth real (oney0 Si(#ly giving away a free e*book with no indication of value doesn=t cut it0 < 1ule nu(ber two: don=t go over the to#0 &ll your bonuses should be related to your #roduct in so(e way7 and you don=t need to write a

whole e;tra sales letter for your bonuses0 ou definitely don=t want to create any distractions fro( the (ain focus of your sales0 & few short7 #unchy bullets outlining the value7 the cost if they were to buy se#arately and so(e of the benefits they will gain is enough to do the ?ob0

< /hird7 and finally7 don=t give away too (uch0 ou=re trying to #ush #eo#le over the edge to buy your (ain #roduct0 Giving away too (uch and inducing the too good to be true effect in readers (inds7 unfortunately like false and e;aggerated clai(s will #ut #eo#le off and undo all that trust you worked so hard to build u# in #revious sections0

< Ok7 lets continue to #ile on the trust by eli(inating risk0 Let%s face it7 #eo#le don=t like s#ending (oney unless they have to7 and a good way to get the( to s#end any in the first #lace is to re(ove risk fro( the(7 i0e07 if anything goes wrong7 or the sales letter doesn=t do e;actly what=s clai(ed7 their (oney will be safely returned0

< Guarantees: a big confidence builder adding to #revious sections0 ou=re really building u# the a((unition now7 and the weight of the readers reasons to buy your #roduct is getting stronger and stronger0 /hrough each sentence so far you=ve #iled on the reasons to buy0 Guarantees are an integral #art of that0

< /here are a (assive nu(ber of guarantees out there to be had that you can offer7 and it varies fro( #roduct to #roduct of course0 It=s safe to say7 though7 that the (ost widely used and effective are those that

entail (oney back if your #roduct doesn=t do what%s been advertised0 'o one should have any trouble doing this if their #roduct is a :uality #iece0

< 'ever guarantee your results7 no (atter how confident you are in what you=re doing7 because so(e #eo#le ?ust won=t listen to what you=re saying7 go about things half*heartedly7 and then shout at you because you guaranteed the( so(ething that they didn=t achieve through no fault of your own0 &side fro( the (oral and ethical #roble(s with this7 I believe it=s also illegal and could get you and your business into trouble0

< Standard service really7 to offer a refund if things don=t work out7 although with intangible #roducts this is a little (ore difficult0 8ith info #roducts for e;a(#le7 there=s always going to be the odd ti(e waster that tries to get your #roduct for free and ask for a refund0 One o#tion to avoid this B(y favorite solution as it ha##ensC is to only offer a refund on those that have taken you teachings7 #ut the( to work7 and can co(e to you and show you that it doesn=t work0 'ot only does this ins#ire a shed load of confidence in your #roduct7 again adding value and eli(inating reservations in your custo(ers% (inds7 but it ensures you won=t get any cowboys trying to take you for a ride and get your star five hundred dollar #roduct for free0 < Buying so(ething fro( so(eone you=ve never (et7 or don=t know #ersonally7 takes a huge a(ount of trust0 It=s that trust that we=re building at every turn here0 < 'e;t u#7 instant delivery0 -ven if you=re (ailing your #roduct7 you=ll need to have so(ething ready for #eo#le to #ick u# and download right away0 .usto(ers like instant gratification7 getting so(ething straight away0 /his course for e;a(#le7 if you think back to when you ordered7 you would have #robably received the war(*u# and #re# course0 8e

did this on #ur#ose so in effect7 you could start your course right away instead of having to wait for the delivery7 si(#le but effective0

< 'e;t7 after ins#iring so (uch confidence and #utting forward our guarantees7 we have to close the sale0 So(ething #eo#le in real world sales and online (arketing forget to do7 asking for the (oney0

< & great way to li(it the da(age done by asking for the cash is to (ake it see( less da(age than it actually is7 or co(#are the #rice to so(ething #eo#le can relate to in every day use0 /he nor( see(s to be co(#aring to a cu# coffee or lunch sandwiches for a week or so(ething si(ilar to that0 So ask for the cash7 and di(inish its i(#ortance a little by relating to ine;#ensive every day ob?ects0

< 8hen you=re doing this though7 don=t (ake the fatal (istake of telling the reader that your su#er sales syste( only costs as (uch as a cu# of coffee at lunch every day for a week7 but re(e(ber to co(#are it to the advantages the custo(er will en?oy with your #roduct0 It=s highly unlikely that your readers and #otential custo(ers are going to give you their cash if what they=re getting in return isn=t at the front of their (inds0

< So(ething else you (ay be te(#ted to try is hiding your #rice7 and actually only listing it after clicking the order now link0 So(ething that in effect will sto# the reader fro( scrolling right down before you=ve sold the( on all the benefits of your #roduct and deciding it costs too (uch0 'ow7 #ersonally I don=t like this one because as far as I=( concerned7 if so(eone is really that interested to see how (uch this is going to set

the( back before they=re done reading the sales letter7 the sales letter isn=t catchy enough and isn=t doing it=s ?ob0

< In (y e;#erience7 this really doesn=t (ake a big difference7 if at all7 so if you=re following this section and writing your sales letter fro( it7 leave it out for now7 but bear in (ind it=s so(ething you=re free to track and test for yourself at a later date if you want to see the results for yourself0

< 'e;t u# after your call to action co(es your PS sections0 I don=t agree the clai(s of so(e that it=s the (ost read #art of the sales letter7 but I do agree that it works like a char(0

< /hey are here for one reason and one reason only7 to re*enforce the benefits the custo(er would be receiving fro( clicking on that order link0 /hese have to be your (ost benefit #acked7 trust building7 ?ustification adding sections7 because it=s the last chance you have to give your custo(ers that e;tra little shove they need to be convinced to buy your #roducts0

< See7 it=s not hard7 or co(#licated in any way0 I understand how writers block hits #eo#le so(eti(es7 and it ha##ens to the best of us7 when we sit and stare at the screen with a blank look7 not knowing how to start or continue0 /hat=ll still ha##en alright7 but now you won=t be one of the ones out there that don=t know what works and how to go about it0

< ,inally7 I=d like to give you so(e set rules and guidelines for creating your sales letter in this way7 and following the outlined #rocesses above0 1ule nu(ber one is don=t distract and confuse visitors with dirty great #o#u#s7 or (asses of links reading =click here to read this7 click here to read that and see this and that0% $on=t worry about the length of your co#y7 if it=s well written and well bulleted7 readers will be able to ski# #arts they don=t care about7 the odd bonuses they don=t want or already own for e;a(#le0

< 1ule nu(ber two0 In addition to rule nu(ber one0 $on=t be constrained by length0 /he best sales letters I=ve ever read have always been long and structured0 & short7 s(all list of features and benefits #lanted on a single #age don=t do half as well as the long co#y0 I tested this #reviously with (y very first site7 and never went back7 or even thought about going back to short co#y after seeing the results0

< 1ule nu(ber three0 .reate e(#athy with your readers7 and enforce your e;#ertise while enticing with benefits7 crushing doubts and finally asking for the cash0 /hese are the only things your sales letter is there to do7 nothing (ore7 nothing less0 If you can s#ot #oints in your co#y that don=t have a reason for being there7 and deviate fro( your #lan or these rules7 re(ove it7 because it=s not needed and will only distract readers7 and detract fro( your final sales figures and #rofits0

< 1ule nu(ber four0 'ever assu(e0 6ee# your sales letters si(#le and focused7 and above all never assu(e that the reader knows what you=re talking about0 1e(e(ber7 they can=t hear your tone of voice7 it=s easy to (isunderstand things when this is the case as you=ll know if you=ve ever s#oken to so(eone online or through a (essenger0 8hen you=re talking

about so(ething in a focused way7 co(ing out with so(ething contained in inverted co((as (ay (ean so(ething to you7 but could well (ean so(ething different to so(eone else7 and is very easily (isunderstood7 along with sarcas(7 irony7 and slang0

< 1ule nu(ber five0 $on=t be afraid to s#ice it u#7 and don=t confuse this with hy#e0 !y#e is unfounded or untested s#icing u# a #roduct7 going so far as to give the idea that the benefits are bigger than they naturally are0 S#icing so(ething u#7 getting e;cited about your own #roducts or its effects is nothing bad0 I get e;cited about the stuff I create all the ti(e7 that doesn=t (ean I=( hy#ing it beyond all #ro#ortion0

< It=s a(a>ing7 astounding7 rock solid7 laser*targeted7 and unbeatable0 Get a little e;cited and re#lace so(e of your descri#tive words with so(ething a little (ore s#icy and interesting0 It (ay sound like hard sell7 but when cou#led with (y favorite writing style it doesn%t read like that at all0 So(ething which couldn=t be easier for anyone to do7 and that=s ?ust ty#ing as you=d talk0 It goes fro( hard sell /K ad sounding7 and changes instantly to have a #ersonal7 but e;cited and confident feeling about it0 /here=s nothing wrong with in?ecting your own #ersonality either if you want to7 in fact this actually adds to your sales letter0 Aust re(e(ber to avoid the #itfalls we talked about earlier whilst (aking your benefits sound a little (ore ?uicy and attractive0

< 1ule Si;0 'ever lose your structure unless it=s for a tested and #roven reason that you have yourself #ersonally carried out and you can guarantee yourself that it works0

< 'otice the si(#le structure and starting #oint that we=ve given you for now7 which you will surely develo# in the future and through the launch of each of your #roducts7 #iles on the reasons for buying at each stage7 cul(inating in a final #ush7 and the cli(a; of the sale itself0

< /he look of your #roduct ?ust gets better and better7 and faster and faster and faster7 #icking u# the #ace and #iling on those benefits7 confidently crushing those fears and doubts7 and then taking your well deserved cash0

< 'ever lose that7 and never get it u#side down0 I=ve seen so(e backwards sales letters that #ile it on for the first screen of te;t7 and by the ti(e I=( half way down the watered down second screen I%( bored because they=ve run out of stuff to say7 and I%( leaving to do so(ething (ore interesting0 It=s the snowball effect of your sales letter that constantly #iles on the reasons to buy7 and it works like a char(0

< 1ule nu(ber seven7 finally7 and (ost i(#ortantly7 track and test your (ethods0 Let%s say for a (o(ent that I didn=t track and test anything7 I guarantee you that this (anual would never have gone u#7 and you wouldn=t be reading the results today7 not least because I would have had nothing to tell you7 but also because I=d (ost likely have been back selling stuff for other #eo#le again0

< /here are all sorts of additions to sales letters that have been #o##ing u# for as long as I=ve been online7 the N esF I understand that I=( gettingHO #ages that su#ercede order links7 the Nclick here if you=ve

decided not to order in the PS area at the end of the sales lettersO7 and a whole bunch (ore innovative ways to increase sales and convert e;tra sales0 But for now7 ?ust re(e(ber not to try anything new unless you=re tracking it because you=ll go broke without knowing what%s destroying your sales and you=ll go broke not knowing that the sentence you ?ust deleted was res#onsible for PPQ of your sales0

< 1e(e(ber7 if your sales aren=t as strong as you=d ho#ed7 it=s not always your sales letter that is to bla(e7 it could :uite easily be the :uality of your traffic0

< So there we have it0 ou now have the knowledge that you need to go out7 and create #rofitable sales letters in a way that you know for sure sells real #roducts0 One thing that never ceases to a(a>e (e is the ability all of us as (arketers have to turn a black and white #age of te;t7 into so(ething that through only the #ower of the words7 can receive so(ething that=s near and dear to #eo#le7 (oney fro( so(eone that doesn=t know us7 and that=s never (et us7 and fro( a #age that an hour earlier was blank7 on a (ost basic level7 that=s very #owerful and why you should always feel real #roud when you (ake a sale7 no (atter how s(all0

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