The first seven basic elements of your sales letter include: Pre Head, Headline, deck copy, body copy, subhead, lead and rapport. Read on to find the remaining 8 basic elements of an online sales letter.

8. Credibility. Why should you listen to that person? You have to establish credibility fast and show people why you are different. On the Internet when people come to your website and you want their credit card information, they don’t know if you are a scam or not. So you have to reassure people that you are not going to rip them off. Plus, you want to show people that you are friendly.

9. Bullets. These are brief statements that offer benefits of your products or services. Don’t go into specifics, just mention the benefit. People will have to buy your product to find out the background behind the bullet points. Examples of bullets include the “How To” bullet, “The Secret to” bullet, “The one single” bullet,

10. Testimonials. Give proof. Show statistics. Give numbers. Give testimonials from successful people in the niche. Video testimonials give you the most credibility because they are the hardest to fake. If you write a testimonial make sure to put a picture of the person in the testimonial.

11. Value justification. Highlight the value of the offer. Don’t focus on the price. Focus on the benefits.

12. Risk reversal. This is the guarantee. Convince them that if it doesn’t work for them then you will give them their money back. Use fresh language for the return terms.

13. Bonuses. Bonuses are the unexpected items that people will receive if they buy your product. Bonuses add steam to your sales letter that motivates your prospects to buy your product. The bonuses should all relate to what you are selling and should enhance the value.

14. Offer and the call to action. Tell the readers exactly what action they need to take to order your product. Your offer gives specifics. Don’t be shy. Give them a distinct offer.

15. The P.S.. The P.S. is often overlooked. Think carefully about your P.S. Sometimes people skim your sales letter and only look at the P.S. Put your offer and call to action in the P.S.

Warmest regards,

Matt Bacak

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