If you are writing for clients that you have already worked with, they already know you and the level of service you provide, so all you need to continue working with them is to do no worse than before.
A potential client, however, very rarely has confidence in the copy of people he or she does not know. As a rule your future client is in doubt and deliberation. They need proofs that confirm what you say. These may be:
• A referral from someone famous or authoritative, testimonials of popular people, for example;
• A list of clients – a multitude of people who bought from you and are happy (“Millions of lemmings cannot be wrong”);
• An opportunity to try it out: a test drive, an introductory seminar, a free trial;
• Popularity of your brand;
• Your good reputation;
• Quality standards – any “handsome” documents: diplomas, certificates, awards. Inform the clients of your compliance with various federal or industry standards or of international certification (ISO). Make up your own standards.
Our website, for example, has these standards:
Standards of guaranteed business training quality in our programs
Business Trainers’ Experience:
• Trainers’ experience in actual small, medium and corporate business sectors;
• Experience with various groups of products and services;
• Consulting and training experience.
Quality of Training Materials:
• Systematization of materials;
• Specific, usable tools (templates, tables, etc.);
• Imparting a large amount of knowledge in a short period of time;
• Additional reading and recommendations, as needed.
Quality of the Training Process:
• Result-oriented process (90% of classes are practice);
• Geared towards attendees with various backgrounds;
• Brain storming of specific tasks using YOUR business as an example.
Selling Questionnaires and Tests
The technique of having a client fill out a survey on your website or a printed test works amazingly well. That way, they come to the conclusion that they need to buy from you independently. The following survey is published on our website, for example:
Find out if you need this training
If you have definite answers to the following questions:
• Why did the clients choose you and not your competitors?
• Who brings you a lot of customers?
• How many other companies advertise the same products or services as yours?
• At which point in time will the client definitely buy your product?
• Where are there many of your potential clients?
• How many customers do your competitors supply you with?
• Who is the “right” client for you?
• What share of your advertising budget actually works?
• What marketing security rules do you have?
• Do you have ads that your clients keep for years?
• How many dozens of free advertising techniques do you use?
Then you are a marketing pro and have no need of this training.
In all other cases we recommend:
• To sign up for the Practical Marketing Workshop training;
• To take corporate training to increase profits;
• To order a consultation that will make your business a success.
A Sales Letter and a Single-Page Website
We differentiate a proposal and a sales letter as follows:
• A proposal is sent personally to a specific individual who makes a decision after having been in touch with you one way or another;
• A sales letter is general spam to a group of people.
A single page website or a sales-page of a website is similar to a sales letter. First you attract a person’s attention with a creative header and write the first paragraph which leads the person into the text and makes them want to read more. In the leading paragraph you tell what your letter is going to be about. You involve the person in the text with your leading paragraph.
Then you describe the client’s problem. Show the consequences – what will happen if they do not solve the problem. Scare them. Offer them a solution to the problem or tell them about different options for solving it. Describe your offer, its benefits and advantages.
Then, to gain credibility, cite testimonials, recommendations of your happy clients, or expert advice. Provide restrictions either by time left to the end of a promotion or a “hot offer,” or by amount to motivate them to buy immediately.
If your clients have objections (there are always objections) say that there are such and such objections and why they are not valid right in the letter. At the end put in a call to action: “Order right now,” “Call now,” “Visit the website now.”
How to write
• Make a plan of the text. Distribute important information evenly throughout the sales letter.
• Get rid of the empty phrases that are useless to sales. Turn the paragraphs of the letter into steps that lead the customer to placing an order.
• Mark the subheaders. Many people do not bother reading the text; they simply glance through; so the headers should clearly state what you mean.
• Turn your solid text into bulleted lists and tables.
• Add pictures and photos. The more pictures there are in the text, the more customer attention you will attract.
• Proofread the text. Delete or change words and sentences that do not motivate the customer to buy your product.
• Create several different versions and test them. To test them create ads and pages for each version and start advertising on Google AdWords. Use the version that had the best response and sales.
Make sure you have gone through all the steps
• Attract attention with the header and leading paragraph.
• Describe the problem.
• Show the consequences if the problem is not solved.
• Offer a solution to the problem.
• Describe the benefits and advantages of your offer – preferably in a bulleted list.
• Put the essence of the offer and its key benefit into a Johnson Box – highlight it with a border and color.
• Show that the value of your offer is much higher than its price.
• Offer bonuses that increase the value of the purchase.
• Inspire trust (testimonials, recommendations, expert advice).
• Explain why the reader should buy right now (restrictions by time or amount).
• Deal with objections in the text of the letter.
• Use photos or pictures.
• Insert a video with you and client testimonials.
• Use different colors and fonts, lists, paragraphs and subheaders.
• Call to action!
• Contact information.
• Your signature.
• P. S. and P. P. S. are always read. Repeat the key benefit of your offer and the call to buy.
A sales letter does not need to be short – it might be several dozen pages long. The reader will glance through the subheaders carefully reading the paragraphs that caught the eye. The important thing is to make sure that each of your clients finds the answers to all their concerns in your sales letter.