6 Secrets of a Great Online Sales Letter
Having an excellent online sales letter can be a massive key element in making a profit online. Here are 6 insider secrets on what makes a web sales letter effective.
1. Find the Hot Buttons
Here’s one of the big keys to improving your online sales letters over time and making sure your conversions keep rising: knowing why people who have already bought the product made the purchase.
With any product, there will be two or three stand-out benefits that lead to the majority of your sales. It’s the 80/20 Principle in practice once again. Here 20 percent of the benefits will clinch 80 percent of the sales (or some similarly disproportionate numbers).
That’s why it’s essential to know the specific benefits that are making people buy your product, then feeding that straight back to your new potential customers by emphasizing those benefits the most in your web sales letter.
How do you do that? Get feedback from people who have already bought the product. This can be through an email follow-up survey, or by simply including a field on a post-purchase form which asks, “What was the main thing that made you buy this product?”
2. Break Up the Text
One of the cardinal rules of writing for the web is that you shouldn’t write long paragraphs. Dense writing immediately puts people off – trying to read a long paragraph on a web page strains the eyes.
This is especially true when applied to Internet sales pages, where you could lose your reader in an instant if just one element of the page isn’t quite right. So make sure you break up any excessively long paragraphs into smaller chunks. Use one-line paragraphs where appropriate.
3. Don’t “Oversell”
We’ve all seen Internet sales letters crammed with red text and yellow highlighter and thought, “Yuck.” In the past, hyped up online sales letters have been effective to some extent – but as E-commerce grows, buyers are catching on to a lot of the manipulative techniques used by Internet marketers in the past.
Ensuring high conversions requires a slightly more subtle approach, and the level of “sales push” you need will vary depending on your product and target market.
Sure, a lot of people will argue that those hyped-up sales pages “work” – and often they do. But are they delivering the best possible conversion rate for that product? Often they aren’t.
4. Longer Isn’t Always Better
This is closely related to the last point. Along with excessive hype, very long web sales pages have become stock standard. The theory is that people will skim the headlines and read each part that interests them most, rather than reading the whole page.
And again, many marketers argue that they “work” – and they do. But again, often they won’t produce optimal results.
For some products, sold to some audiences, a short, non-pushy Internet sales page will win hands down over a behemoth in terms of conversion rates.
5. Consider Traffic Sources
Where the majority of your traffic originates from will have a big impact on the tone, length, and level of “push” your web sales letter needs.
For instance, a page being fed primarily by a content site which receives free search engine traffic can be short and use a friendly, conversational tone – the readers already “know” you from your web content.
Pages being fed primarily by PPC campaigns, on the other hand, require the use of a lot more high-pressure direct response techniques to ensure a profitable conversion rate.
6. Know Your Customer
If you mess everything else up, this is the one tip that can save you. It’s also the factor that can sink you, even if you get everything else right. You absolutely must know what your customer wants, and why, in order to come up with compelling and emotional copy that leads to significant sales.
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