PowerPersuasion

The Secret of Bullets that Sell

Nearly every sales letter you come across will include bullets that highlight the features and benefits of the product or service. The reason you see bullets is because this is another way to draw the skimmers into your copy.

Imagine instead that you listed your main features and benefits within regular paragraphs. Sure, the few people who read every word of your letter would be pulled from the headline right down to the order button, and they’ll read everything in between.

But those who skim would see the headline, subheads, a few bold words, and the P.S. They are likely to miss the benefits of your product if they’re hidden in a paragraph rather than put in an easy-to-read list.

And if the reader doesn’t know how the product benefits him, he won’t buy.

As such, the bullets are another extremely important part of the letter.

Much of the selling happens within your bulleted lists of benefits.

This is the part of the letter where you are really able to stir desire in your prospect, because he can really see what your product will do for him.The bullets are so important that you should spend a great deal of time crafting this list of benefits. Indeed, you can consider each bullet like a mini-headline where you use your “power words” and promise a benefit in each bullet. If you list a feature of your product, try to weave in the benefit.

For example, a feature of a computer might be that it includes two gigs of RAM (memory.) The benefit of this RAM is that you can be sure all your software will run smoothly on your computer.

Another example: If you’re selling a report, one feature is that the report is short, perhaps only 20 pages. The benefit is that it’s a quick and easy read for busy people – no fluff!

A final example: One of the poodle’s features is that they don’t shed. The benefit of this is that the owner doesn’t have to spend an hour vacuuming the dog hair off the sofa.

In addition to weaving together benefits and features in your bulleted list, you’ll also want to arouse curiosity whenever possible. If you’re selling a book or other information product, this is extremely easy.

For example, you can have a bullet that looks something like this:

- See Page 87 to Discover Which Diet Aid Doctors Everywhere are Calling the ‘Miracle Fat Burner!’

The reason the above example is so compelling is because it’s specific (see page 87); it uses power words (“discover”); it’s backed by an authority figure (doctors); it uses social proof (“doctors everywhere”); and it arouses curiosity.

If you were looking to lose weight quickly, chances are, a bullet like this would certainly arouse your curiosity and increase your desire to buy the report.

Now think about your own product and how you can create benefit-packed statements and bullets that create desire and arouse curiosity.

PowerPersuasion

How to Create an Amazing Call to Action

You’ve sparked the interest of your reader and held this interest all the way through your copy. You’ve made your case, and you’ve even proven it.

Now what? Simple: you need to ask for the order.

This step –asking for the order– is simple and obvious.

Yet amazingly enough, many marketers fail to take this crucial step.
Imagine if you went to buy a new car. The sales person tells you all the benefits of the particular model. She stirs your desire for the car. And then suddenly, the sales person stops talking, turns on her heel, and walks away.

You get left standing there, a bit perplexed about what to do next. If you’re only mildly interested in the car, you may just leave the dealership. If you’re extremely interested, you’ll likely go looking for the sales person to ask how to purchase the car.

But here’s the thing: even if you were only mildly to moderately interested in the car, had the sales person asked for your order, you probably would have made a deal on the spot.

The same goes for your sales copy. Once you’ve aroused interest and made your case, you need to ask for the order. You need to tell the reader exactly what you want them to do. This is referred to as the “call to action.”

If you want them to phone in their order, then specifically say, “Pick up the phone right now and dial 1-800-xxx-xxxx to place your order….”

If you want them to order online, tell them exactly how to order (e.g., “Click the “buy” button below right now to reserve your spot….”)

Marketers have actually tracked their conversion rates. Those that have a direct and specific call to action outperform those without a call to action.

That means you don’t just say “Order now,” but you tell them exactly how to order now as described in the above examples.

Being direct and specific does two things.

First, it increases conversions because there is no guesswork on the prospect’s part. You’re telling them what you want them to do, and exactly how to do it, and when to do it (“right now.”) Prospects aren’t left wondering how to order.

Second, the call to action is important because it’s all part of “assuming the sale.” Indeed, your entire sales letter should be written from the viewpoint that you’re already assuming the person is going to buy.

For example, a good telemarketer or face-to-face sales person never asks if you’d like to order. They assume you are going to order. So instead of giving you a choice between ordering or not ordering, they give you a choice between paying cash or putting it on your credit card.

Another example: Have you ever bought shoes at a shoe store where a sales person serves you? The sales person never asks, “Would you like to buy these?”

That gives you the opportunity to say no.

Instead, the sales person assumes you are buying them and asks you, “Would you like me to wrap them up, or would you like to wear them now?”

You need to use this same technique in your own sales letter, and especially when you ask for the order. Assume they’re buying. Don’t ask a question that can be answered “no,” and thus, kill the sale.

Don’t use weak language such as, “If you’d like to order….” That gives your reader an opportunity to think that perhaps they wouldn’t like to order right now. Instead, assume the sale and say, “Click the buy button right now…”

Do you see the difference?

Be confident in your letter and in your call to action.
People will follow you if you project yourself to be a strong and confident leader.

PowerPersuasion

The Secret Ingredient For Cash Pulling Sales Letters

Here’s one of the big secrets to creating compelling copy: People buy because of their emotions and justify their purchase based on logic.

For example, do you suppose that people buy Rolex watches because they keep exceptionally good time? Of course not. They buy Rolex watches because of the prestige.

A person who buys a Rolex isn’t pouring over the mechanical features of a watch to see what makes it a better watch than, say, a regular watch you can pick up in a department store for less than $100.

Instead, he’s imagining what his friends will say when they see that shiny Rolex on his wrist. He’s imagining how women will flirt with him when he’s wearing that watch. Maybe he’s even imagining himself feeling an air of superiority over some of his business colleagues because this Rolex is a symbol of his massive success.

It’s that emotion that makes him buy this watch… and he clicks that order button.

But then his logical left brain kicks in.

His left brain has no use for something that impresses women or business colleagues. In fact, if the customer really sat down and thought about WHY he wants the watch, he might feel a little uncomfortable. Let’s face it, buying something to make others feel inferior isn’t something we like to admit.

So his left brain justifies the purchase. What a great warranty! Look at the quality craftsmanship! And my oh my, do these watches keep exceptionally good time!

Later on when he sees the bill for his watch on the credit card statement, he can justify the expenditure since he’s had so many watches that quit on him over the years. But secretly he knows he really bought the watch for all those emotional reasons listed above.

And so it is with your prospect, no matter what you’re selling. You need to put your reader in the right emotional state. Make them get emotional as they envision using your product.

And then yes, mention the features of the product too so that their logical brain can justify the purchase.

Let’s take a weight-loss product for young women, for example. The logical side of the brain wants to lose weight for health reasons. Yet if pressed, there arelikely plenty of young women who feel invincible and can’t even imagine health problems at their age. Still, it’s a good way to justify spending a fortune on diet pills or other aids.

At the moment she’s buying, however, she’s approaching that “buy now” button in an emotional state. Maybe she can see the look on her ex-boyfriend’s face the first time he sees her new drop-dead gorgeous body. There are some women who’ll pay a fortune in hopes of living out that very fantasy.

Or let’s take a cookbook as another example. Logically, you’d buy a cookbook so that you have a variety of meals to serve your family. But emotionally, there’s a part of the prospect who enjoys the praise he or she imagines receiving after cooking a particularly delicious dish.

Keep this in mind as you craft your letter. Your goal is to get the prospect to imagine herself receiving the promised benefits of using your product… and whatever emotions she’ll feel as she does so. As you make your case and put your prospect into this emotional buying mood, be sure to give the prospect enough information so she can back up her buying decision with logic.

PowerPersuasion

How to Get a Skimmer’s Attention

While we hope that all prospects will read every word of our letter, we also know that in reality, it doesn’t always happen that way. There are those who merely skim a letter before deciding whether to read further and/or order. Your letter must cater to them as well… and you must get them going down the slippery slide of your letter as well.

How? Simple: By drawing their attention and their eyes into your letter whenever possible. And you do this by sprinkling sub-headlines throughout your copy, plus emphasizing phrases with bold lettering, bigger font, colored font, or highlighting.

Don’t overuse these elements, however. If you emphasize too much of your copy, not only does it look like a big mess, it ends up that you are not emphasizing anything at all.

What you do want to accomplish through subheadlines and emphasis is to give those readers who skim the page a good feel for what your product can do for them. And as mentioned before, you want to grab their attention so that perhaps they’ll start reading your copy more closely.

When you are finished writing your copy, look at it from the viewpoint of someone who skims it.

Do you have bold words, text in “break away” boxes, and sub-headlines that convey benefits to the reader? Can you both convey benefits and arouse curiosity to bring the skimmer into your copy?

If not, tweak your sub-headlines until they tell their own story about your product, and arouse enough interest to bring the reader into the copy.

Monday Money

How To Find Your Perfect Business

Choosing A Business That’s Right For You 

I always compare starting a business to jumping into a pool of freezing water. There are typically two types of entrepreneurs who take the plunge.

The first are the “Toe Testers.” These are those cautious folks who just stick their big toe in the pool to gauge the temperature of the water. It is for these careful entrepreneurs that the phrase “testing the waters” was coined.

Toe Testers enter the business pool slowly, a little bit at a time. The lesson to be learned from Toe Testers is to start slowly and don’t feel like you have to wade in too fast.

Ease into the business pool gradually to make sure it’s right for you. Remember, many entrepreneurs realize that the business world is not right for them only after they are in it up to their necks. And that’s when the term “sink or swim” takes on a whole new meaning.

The next type of entrepreneur is the “High Diver.” These are those fearless souls who climb the ladder and dive into the business pool head first without worrying about the depth of the water or the dangers that lurk beneath the surface.

It is for these entrepreneurs that the phrase “damn the torpedoes, full speed ahead” was coined. Quite often these entrepreneurial daredevils find themselves drowning in unknown waters or end up with their heads buried in the bottom of the pool.

Both types of entrepreneurs may find success, depending on how well equipped they are to handle the water they are diving into. Here are a few ideas to help better prepare you for the plunge.

Let your experience be your guide

Start with what you know. If you have spent twenty years working as an accountant or you love to build wooden toy trains as a hobby, consider how you can take that experience and turn it into a successful business. You might also find a great business idea right under your nose. Look around your workplace. Do you see needs that are going unmet or can you think of a better way of doing something? If so, you might have the seed for a profitable business.

Do what you love and love what you do

I can’t emphasize this enough. Many people start a business for the wrong reason: to get rich. While it is true that many millionaires in this country made their fortunes from their own business ventures, that should not be your sole motivation for starting a business.

If you don’t enjoy what you do, you will not be successful, at least not from a mental point of view. Sure, the monetary rewards can be tremendous, but the mental anguish of working in a business you don’t enjoy is a high price to pay.

I talk to entrepreneurs all the time who are running successful businesses, but are so unhappy as a result that they literally make themselves sick. If you don’t enjoy what you do the business will become a chore, not a joy.

Don’t reinvent the wheel, just make it better

Many first time entrepreneurs assume that they have to come up with a new business idea to be successful. That simply is not true.

Most successful businesses are born not of innovation, but of necessity. Instead of trying to come up with an idea that changes the world, take a look at the world around you and see where there might be a void that needs filling or a business concept that needs improvement.

Many successful businesses have been built by taking a traditional business and making it better. Domino’s Pizza was certainly not the first to offer home delivery of pizza, but they were the first to guarantee it would be delivered piping hot to your door in 30 minutes or less. Amazon.com was not the first company to sell books, but they were one of the first that would let you buy books from the comfort of your own home while sitting in your underwear.

Focus on a niche

Many businesses have gone broke trying to be all things to all people. The ability to offer a gazillion products under one roof is all well and good for Wal-Mart, but not for most new small businesses.

Try to identify a niche that you would enjoy working in and think about starting a business therein. If you love to work outdoors, consider starting a landscaping business. If you enjoy working with numbers, think about becoming an accountant or CPA. When’s the last time you had your gardener do your taxes? You get the idea. Focus on a niche and become an expert in your field.

A franchise might be an option

Many new entrepreneurs consider buying a franchise operation instead of starting a business from scratch. Franchises are a good way to jumpstart the process because they have already done much of the hard work for you. They have proven the business model, established guidelines for running the business, spent millions of dollars on establishing the brand, etc.

Buying a franchise is typically a very expensive and involved process that is beyond the scope of this article. The best thumbnail of advice I can give you is to thoroughly investigate the franchisor and the opportunity, use your own attorney to do the deal, and read the fine print in the franchise agreement.

It’s hard to swim in a crowded pool

If the business pool is already filled with other companies doing the same thing you want do, chances are you will fail in the face of established competition.

To succeed in such a crowded pool you will have to do something to stand out from the crowd (and I don’t mean greeting customers while wearing a bright red Speedo).

If you can’t quickly and easily differentiate yourself from a large group of competitors, you’re better off choosing another business.

Above all, take your time 

Whatever business you choose to start, I encourage you to take the time required to make an informed, intelligent decision.

Think about starting part time while you still have your current job (and income) to fall back on.

Talk to friends and associates who use the product or service you will provide to see if they would consider become paying customers.

Remember, in business you can end up swimming in success or sinking in failure. The key to your success might just lie in the sensitivity of your big toe.

PowerPersuasion

The Secret of Sales Letter Riches

How to Make and Prove Your Case

While the body of your sales letter has many components, it has one overall purpose: To make your case.

In other words, this is where the selling takes place – where you prove that your product is indeed the perfect solution to your prospect’s problem.

If you made a bold claim in your headline, it’s in the body that you prove the claim.

It’s here that you describe the benefits and features of your product, stir desire in the reader, and perhaps put them in an emotional state. It’s in the body of your letter that you provide testimonials (further proof,) include a risk-reversal guarantee, and answer any objections the prospect may have.

We’ll talk about all these and more in the following pages. But first, let’s get an overview of the looks and mechanics of an average sales letter.

How to Structure a Profitable Letter

Writing the sales letter is part art and part science. As such, you’ll find that most successful sales letters follow a standard format as described below.

We’ve already talked about the most important part of the letter, the headline.

That along with any pre-headline, and perhaps even a sub-headline, is at the very top of the letter.

Below the headline, many marketers let readers know who is writing the letter. You’ll see notations like, “from the desk of Alex Smith.” Sometimes the marketer will display their picture here as well.

Whether you do this is up to you.

The next component that’s pretty standard is the salutation or greeting.

You’ll see openings like “Dear Friend.” While that’s pretty standard, it’s also somewhat boring and can even put off those who are thinking, “You don’t know me! How can I be your friend?”

A better bet is to again qualify your prospect by addressing them directly.

Naturally, if you’re sending personalized letters, or if you’ve captured their name via a “squeeze page,” you should address them directly by name. If not, use a salutation that identifies them as part of a specific group and captures their attention, such as “Dear Internet Marketer” or “Dear Soccer Fan.”

The next part is of course your opening paragraph. Ideally, this should be short. You don’t want to make it look like work to read your first sentence andfirst paragraph. Indeed, all your sentences and paragraphs should be short and easy-to-read.

If you haven’t already pulled your reader in with a promise of a big benefit in the headline (also known as the “big promise,”) then do so in your opening paragraph – preferably your opening sentence.

The rest of the body consists of a series of easy-to-read paragraphs. This is your sales pitch that’s backed by things like bullets that emphasize the features and benefits of your product, testimonials from satisfied users and other proof, subheadings that emphasize other big benefits, a guarantee policy, a call to action, and an order button. We’ll talk about these components in more detail shortly.

Following the main body of the sales letter, you provide a closing – usually your signature. You may want to create a graphic of your signature that looks like you signed the letter with a blue pen, followed by your type-written name underneath. In other words, make it look like a “real” letter.

Finally, most sales letters include at least one P.S. The P.S. is almost as important as your headline, because people who skim your letter tend to read the headline first, and then skip down to the bottom of your page where your P.S. is located. As such, your P.S. needs to act as a little sales person by reemphasizing some of the biggest benefits and your call to action.

In short: Your sales letter will look a lot like a letter you might sit down and write to a friend. Indeed, when your prospect reads it, they should be able to feel the warm, conversational tone of your letter.

Monday Money

Wealth Creation – Does Age Matter?

Does Age Matter?

Here’s my standard answer: It depends. It depends on your health, your energy, your drive, your goals, and of course, your finances. If all those are in good shape and you have your spouse’s approval (that’s a biggie), then there is absolutely no reason why you should not start a business at your age.

In fact, the numbers are actually in the favor of the older entrepreneur. According to recent studies 22 percent of men and 14 percent of women over 65 are self-employed. That’s compared to just 7 percent for other age groups.

According to a Vanderbilt University study the number of entrepreneurs age 45 to 64 will grow by 15 million by 2006.

That’s compared to a 4 million decline for entrepreneurs age 25 to 44.

A 1998 survey of baby boomers conducted by the American Association of Retired Persons (AARP) revealed that 80 percent of respondents planned to work beyond retirement age, and 17 percent of those planned to launch new businesses.

The study noted, “Self-employment among American workers increases with age, with the most dramatic jump occurring at age 65.”

Older entrepreneurs may also find starting a business easier than their younger counterparts because older entrepreneurs tend to have more experience to draw from and more assets with which to finance a business.

Further evidence comes from a report released by Barclays Bank entitled Third Age Entrepreneurs – Profiting From Experience. The report shows that older entrepreneurs are responsible for 50 percent more business start-ups than 10 years ago. This amounts to around 60,000 business start-ups last year alone.

The survey also showed that today’s third age entrepreneurs (as the report calls entrepreneurs over the age of 50) don’t mind putting in the hours required to build their business. Nearly 49 percent work an average of 36 hours or more a week.

Third agers also rated holidays, lack of stress and a balance between work and home life more important than their younger counterparts.

The report further showed that only 27 percent run the business as the only source of household income, with 51 percent supplementing their pension.

Other key findings showed that third age start-ups account for 15 percent of all new businesses, and third age entrepreneurs are three times more likely to be male than female. There is a downside (isn’t there always?).

Many businesses fail within the first few years and older entrepreneurs may be less able to handle the financial loss than younger entrepreneurs.

It’s one thing to lose everything at 25, but it’s a much bigger deal to be financially ruined at 65.

PowerPersuasion

Money From Simple Power Words

Also keep in mind some of the “power words” that stop people in their tracks.

The word “you” is one of the most powerful words you can use in your headline and elsewhere in your copy, so use it generously.
After all, people are only interested in themselves and how your products benefit them. As they read their copy, they’re always thinking, “what’s in it for me?”

If you orient the copy towards them through generous use of the word “you,” your copy is already taking a big step towards answering the “what’s in it for me” question.

Are there other “power words” to use in your copy?

Of course.

Here are some of the examples:
People also like new things, so words like “new,” “introducing,” and “breakthrough” tend to capture attention.

People like knowing things that others don’t know, so using words like “secrets, “revealed,” and “discover” tend to be powerful words in your copy.

And as already mentioned, since people like their solutions quick and easy, use words that convey that message where applicable (quick, easy, fast, etc.)

Now that you know what’s important to your prospects, and what sorts of “power words” to use to capture attention, you can start writing headlines. Notice I said “headlines” and not the singular headline. Since it is the most important part of your letter, it only makes sense to spend a good amount of time crafting the very best headline you can.

You should draft dozens of headlines for your sales letter. Don’t stop when you think you’ve created a good one. Keep going, and you’ll likely craft an even better one. This is what the professionals do — some copywriting experts regularly write 50 or 100 headlines!

Now let’s look at a specific example of how to transform an average headline into something much more compelling…

Let’s suppose you’re selling a cream that helps users avoid wrinkles, smooth out laugh lines, eliminate crow’s feet wrinkles, etc. Perhaps you’d start out with a headline like: “Here’s How to Eliminate Crow’s Feet and Laugh Lines.”

Problem is, eliminating crow’s feet and laugh line wrinkles is a feature associated with using the cream. Sure, many people will make the logical jump between the features (eliminating wrinkles) and the benefits of using the cream.

However, your job is to make it easy on the reader and lay out the benefits clearly so the prospects don’t even have to spend a second thinking about how the product will benefit them.

So what benefits are associated with these features? Overall, smoothing-out and eliminating wrinkles makes you look younger. And a person who looks younger may be more attractive, may be happier, may get more dates, etc.

Using these benefits, we can tweak the example headline into this: “Here’s How to Eliminate Crow’s Feet and Laugh Lines to Make You Look Younger.”

OK, that’s a little better. But let’s be a bit more specific. Instead of simply saying “younger,” let’s say “Ten Years Younger.”

Now remember earlier we mentioned that people like their solutions quick and easy. So let’s also let the reader know it’s a quick solution:“Here’s How to Eliminate Crow’s Feet and Laugh Lines Quickly and Easily to Make You Look Ten Years Younger.”

Do you see how this headline is much better than the original headline? But you’re not done yet. From here, you should now start tweaking this headline to make it go from “average” to downright compelling.

For example, you may start crafting variations of this headline such as:
“Discover the Secret of Looking Ten Years Younger… in Just 5 Minutes a Day!”

“Here’s an Anti-Aging Cream that Makes You Look So Young and Beautiful Your Husband will Call You his Trophy Wife!”

“In Just 21 Days from Now, You’ll Look so Young, People Will Mistake Your Teenage Daughter for Your Sister!”

…and so on.

Keep tweaking and crafting new headlines until you have several strong headlines. After you roll out your copy, you can start testing headlines to see which ones convert better.

Monday Money

Take The Entrepreneur Test

Are You Cut Out To Be An Entrepreneur? 

No study of creating multiple streams of income would be complete without a discussion of entrepreneurship. Chances are once you have multiple streams of income flowing in, you may find yourself in the enviable position of quitting your job and becoming your own boss.

Since being an entrepreneur is not for everyone, read on and consider the points to help you decide if being your own boss truly is for you.

Entrepreneurial Skills, Not Everyone Has Them

There are a variety of skills you’ll need to succeed as an entrepreneur and chances are do not possess them all. One of the great things about being an entrepreneur is that if you lack certain skills you can always hire people with those skills to help round out your company skill set.

Here are a few of the skills you’ll need starting out and others you can build upon later. Different stages of business require different skills.

People Skills

Every budding entrepreneur should have good people skills. The ability to walk into a room and befriend everyone there is often more important to your business than an investor with deep pockets. The more you can make people like you, the more they will want to do business with you.

Networking Skills

Networking is one of the best ways to build partnerships and find new clients. Networking simply means that you go to functions that attract the people you need to know. A successful entrepreneur is also a successful schmoozer. It’s the entrepreneurial equivalent of “kissing babies and shaking hands.” Whether it’s the weekly Rotary luncheon or a Chamber function, show up with a pocketful of business cards and meet as many people as you can.

Leadership Skills

To be an entrepreneur is to be a leader. Even if you are a company of one, you must have the skills to take charge and to lead. It’s much easier to learn leadership skills when you only have yourself to manage. These skills will come in very handy as you add employees and your business grows.

Management Skills

Management skills encompass a wide variety of tasks, including managing the daily operation, growth, employees, customer relations, investor relations, and so on. Poor managers make for poor entrepreneurs.

Employee Relation Skills

Your employees are one of the most important assets your business has and it is important that as the boss, you develop a professional relationship with your employees. It is important that your employees feel appreciated and you show it financially and professionally.

Team Building Skills

As your organization grows you must have the ability to build a team that can take your business to the next level. Your team not only includes employees, but also partners, your accountant, your attorney, and investors. Anyone who has the ability to impact your bottom line and growth should be part of your team.

Marketing and Sales Skills

Until you grow your business to the point that you can justify adding a marketing person, it will be up to you to think up ways to market your business. As I’ve said before, marketing is one of the most critical areas of business as getting the word out to customers is the first step in generating revenue.

Like marketing, selling is vital to the success of your business. Starting out you will probably be the one making sales calls and closing deals for your business.

You must have the ability to sit in front of a prospective client and sell them on your service or product. Many entrepreneurs find this difficult to do as sales is more art than skill. This is also why one of your first hires when able should be a good sales person.

Time Management Skills

Unfortunately, there are only so many hours in the day and for entrepreneurs that means we must manage our time well or inevitably some things won’t get done.

I find that it helps to plan your day the night before. I know before I ever get to the office what I have to do that day. I know the order I will do things in.

Of course, something always comes up to throw a monkey wrench in my plan. When the unexpected happens I try to add it to the next day’s schedule. If that’s not possible, I deal with it and then try to get back on track. That’s not always possible, but having a plan certainly helps.

Do you currently have all these skills? Probably not. Very few people possess them all even after years in business.

Does a lack of these skills mean that you shouldn’t start your own business? Of course not. Entrepreneurial skills can be learned and improved over time.

PowerPersuasion

The Easy Way to Write the Letter

One way to write a sales letter is to start with a “brain dump.” This is where you sit down and just write everything that comes to mind regarding your product.

Perhaps you imagine your perfect prospect sitting across the table from you, so in a conversational tone, you tell them how your  product or service will benefit them.

However, most copywriters don’t stop with one draft. It’s usually during the editing process that they carve out a great sales letter out of their initial average draft. It’s during the polishing process that you turn an average letter into one that will have your prospects eagerly reading each and every word.

When you sit down to polish up your letter, your over-riding focus will be to ensure that every word, sentence, and paragraph serves its purpose. Specifically, that purpose is to keep the prospect reading right down to the order button – and then getting them to click that button and buy your product.

Keep in mind as you write that you aren’t selling a product, but rather, a benefit or set of benefits. For example, no one is interested in buying “face cream.” However, they are interested in more youthful-looking skin.

Likewise, people buy lawns (the outcome) and not grass seed (the product.)

They buy prestige and not transportation when they buy an expensive car like the Rolls Royce.

They don’t buy “tooth whitener” – they’re buying the benefit of whiter teeth so they can be more attractive.

In short, people are buying benefits and NOT features. They’re buying outcomes and NOT products.

You can make your slide slippery by always keeping the focus of your letter on how the product will benefit the reader. What’s in it for her? How will her life change when she uses your product? How do you make her life easier?

How do you save her money, make her younger, more beautiful, healthier, happier, thinner, or richer?

Make the letter about your prospect and she’ll keep reading right to the very end.