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4 Traits Of A Compelling Sales Letter

Image for a compelling sales letterWriting a compelling sales script is all about persuasion.

The question is whether you can convince your audience that the product you’re promoting is interesting enough to look into further and whether you can compel them to ‘convert’ by clicking the buy button there and then.

The best strategy here is to employ a number of psychological strategies and triggers and, if you get this right, you’ll find it’s almost impossible for your readers to click away.

Here are some of the things you need to consider…

(1) Engagement

As soon as your readers find your sales page, you need them to get hooked. They need to feel so engaged that they can’t possibly turn away without buying, and to do that you need to grab them and reel them in right away.

One fantastic tool you can use to do this is a narrative structure or back story.

In other words, you start your sales pitch like a story (e.g. “It all started when Mary noticed that John seemed to spend less time…”) and then go on to expand on that story throughout the entirety of the piece.

We are naturally inclined to listen to stories and find it very hard to cut them off mid-way. That makes this a highly effective strategy and one you should definitely use.

Just make sure that it’s congruent with your niche, your typical customer ‘avatar’ and your product.

(2) Emotional Hook

To make a product all the more desirable and engaging, it’s important to think about the emotional hook. In other words, what is it about your product that makes it truly desirable and makes people want to buy it?

Ideally, you want to get your audience to picture owning it and to think about how much it will be able to help them in life.

For example, “How much better would life be with no more sleepless nights, no more days off work and loss of pay, no more being stuck inside — instead, your overall health vastly improved, more quality time with your family, running around with the kids…”

(3) Social Proof

People are highly influenced by other people and if you can demonstrate that your product is successful and popular, then this can go a long way to encouraging your audience to buy.

Not only that, but social proof can help to remove the risk of prospects not wanting to buy something from an unknown source.

E.g. “Hi John, thanks ever so much for your guide. It really has changed my life around. After just implementing 3 of the steps, I’m now able to walk around without my sticks. Again thanks so much. Jennifer.”

(4) Time Pressure

Finally, apply time-pressure (e.g. “Usually $97 but Today Only $57”) and make sure that your audience buys right there and then.

In other words, don’t give them the option to go away and ‘think about it’, as the vast majority of purchases are emotional and impulsive.

Give your audience a chance to think about what they’re buying and they’ll be much more likely to decide it’s not worth the money. Make them act quickly and they’ll act on the emotions you’ve stirred up!

So there you have it: the four traits of a compelling sales script.

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