“The First Three Components of a Sales Letter”

Have you written a sales letter? Are you not sure what to put in your sales letter? Let’s look at the first three items that need to be in a sales letter.

Step #1: Headline. The only purpose is to grab somebody’s attention. Don’t try to sell your product in your headline. Don’t say “Discover how to lose weight in only 7 days for $29.99”. Instead, it should just make them stop in their tracks and keep reading. They will want more information based on the headline, not just a run down of what you are selling.

Not sure how to create a headline? Try this exercise:
To create headlines you can brainstorm for ideas through a “headline drill”. In two minutes, try to come up with as many headlines as you can for the product or service that you are trying to sell. Write everything down even if it doesn’t make any sense. Be focused and let your brain dump out all the possibilities.

Then look at all the headlines you have created and tweak them. Pick the best headlines. Then decide on the number one headline. How do you decide what the number one headline is? Go by your gut feeling.

You can use sticky notes to do the headline drill. You can place them on the wall. This works very well, especially if you are a visual person.

Step #2: Subheadline. This is an expansion on the headline. It expands or supports the headline. The goal is to pull the reader further into the sales letter. Don’t talk about the product or the benefits just yet.

How do you write a subheadline? Go back to your headline drill and pick one of the headlines you created that didn’t make the cut for the headline. This headline can become the subheadline.

Step #3: The salutation. One of the best salutations to use is “Dear Friend”. This makes it warm and personal. Keep it simple.

You can also use the customer’s name as the salutation in emails. People are not freaked out by this in emails because they know that they gave their name when they signed up for your email list.

Tip: These steps are in the order they should appear on the page.

Follow these three steps to get started on writing your sales letter. Take the time to go through headline drill and come up with the best headline and subheadline you can.

Warmest regards,

Matt Bacak

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