Letter of introduction – Tutorial
Every person has some form of buying resistance. The objective of your sales letter should be to overcome your reader’s buying resistance while persuading them to take action.
Useful steps to write a successful letter of introduction:
Get attention Identify the problem Provide the solution Show the benefits Make your offer Inject scarcity Give a guarantee Close with a reminder
There are only two things that really motivate people to buy and they are the promise of gain or the fear of loss. Of the two, the fear of loss is the stronger motivator.
Would you rather buy a $50 course on “How to Improve Your Marriage” or “How to Stop Your Divorce?” The second title outsells the first 5 to 1. Why? Because it addresses the fear of loss.
THE HEADLINE
When your reader has opened your envelope, the next step is to get their attention. The opening headline is the first thing that your reader will look at. If it doesn’t catch their attention, it’s all over. The following are three headlines that will definitely get attention.
HOW TO _____________________
SECRETS OF _________________ REVEALED!
WARNING: DON’T EVEN THINK OF ___________ UNTIL YOU ___________.
YOUR INTRODUCTION
Now that you have your reader’s attention you need to gain their interest by spelling out their problem and how it feels to have that problem. The reader should say to himself, “Yeah, that’s exactly how I feel” when they read your copy. Tell a short story about what happens when something doesn’t work.
Now that you’ve built your readers interest by making them feel the pain it’s time to provide the solution. In this section you will introduce yourself, your product and/or your service.
Now it’s time to tell the reader how they will personally benefit from your product or service. You might bullet point each benefit to make it easier to read.
YOUR OFFER
Your offer is the most important part of your sales letter. Your offer should be irresistible. You want your readers to say to themselves, “I’d be stupid not to take advantage of this deal.” Give the absolute strongest guarantee you are able to give.
To motivate people to take action they usually need an extra incentive. You can, for instance, create a feeling of scarcity by telling your reader that either the quantity is in limited supply or that your offer is valid for only a limited time period. Your offer could sound something like this:
“If you purchase by (future date) you will get the entire set of free bonuses”
Or
“Our supply is limited to only 50 (product or service) and will be sent to you on a ‘first come, first served’ basis. After they are gone there won’t be any more available.”
Or
“This offer is only good until (future date) after which the (product or service) will return to its original price.”
THE P.S. REMINDER
Always include a postscript (P.S.). Believe it or not, your P.S. is the third most read element of your sales letter. In your postscript you want to remind them of your irresistible offer.