[ Optional Header Graphic Goes Here ]

Your attention getting pre-headline can go here
to setup your main headline, it should not take
up more than 2 or 3 lines and half way across...

"Your Benefit Oriented Main Headline
Goes Here, It's A Good Idea To Make
It In Quotes, Capitalize Each Word,
And Make It An Inverted Pyramid
By Adjusting The Line Lengths
Using Shift-Enter At The
End Of The Lines"

Here is your first sub-headline to amplify the benefits
or competitive positioning of your offer

Here is your second sub-headline to amplify the benefits
or competitive positioning of your offer

Here is your third sub-headline to amplify the benefits
or competitive positioning of your offer

From: Firstname Lastname
RE:      Attention getting topic line

Dear Friend:    (or target specific salutation... Dear Fellow Ceramic Frog Collector:)

This is your opening paragraph, it should draw your reader into your page, hold their interest, and make them want to continue to read. You could tell them the two or three major benefits they receive from reading this letter, or you could state a little know fact or ask a question that creates curiosity as to what you're about to reveal to them.

[ Now let's introduce you, what's your name, what's your background and expertise, and why they should listen to you, basically you want to establish yourself or the person or company you are introducing as an expert at the topic at hand ]

Hi, my name is Firstname Lastname.

Then go on to give them: success stories about people who have bought from you before... provide a client list of recognizable people or businesses you've worked with ... let them know how long you've been providing this solution to customers or clients ... let them know you are a respected and well-known expert in your field ... cite awards that you've received ... this can all be done very quickly and in one or two short paragraphs. Remember, this salesletter is not about you, it's about what your customer wants from you. So don't spend a lot of time talking about you, just establish yourself as a credible person and move on to talking about them and their problems and goals.

Sub-Headline To Bridge Into Next Section

After getting their attention with your headline, getting them interested and establishing yourself as an expert authority, you now have to let them know you know their problem and how it feels to have that problem, or to want to achieve that specific goal. And you build empathy with them by relating exactly how it feels to have that problem, or want that goal. And how their problem could get a lot worse, or how much frustration they will continue to feel if they don't solve their problem or attain that goal.

Not only do rub a little salt into their wounds, but you take a sharp stick and poke at it a little too.

Many times, people need to feel their own pain before they will take action. And it's your job to make sure they know how empathetic you are to their situation.

Sub-Headline Into Possible Solutions And The
Initial Introduction Of Your Solution

Now it’s time to provide them solutions.

You can either provide them just one solution (yours), or another technique is to provide them a few solutions and then do a comparison and show why these are not the best solution, and then present your solution and give them the reasons why yours is the best solution.

Such as, you provide the best solution, and a quick and easy way to end the pain and frustration they are currently having.

Sub-Headline Into Giving Them A Sample, Demonstration,
Or To Tell Them A Case Study Story

Now it’s time to give them a little sample of your product or service, or tell them a little success story... or both.

How can you do this?

Let them "play" with your product, give one example of one of the techniques you reveal in your offer.

Or tell them a story about one person who didn't choose your solution and all the negative things that continued to happen, and compare that with a success story of one of your customers who followed your advice and purchased your product or service.

Or create a video that shows how your product works or gives a little "tour" of some kind.

Sub-Headline Into All The Benefits They Get

Now you want to pile on all the benefits your reader receives, like this:

• This is not the time to make a list of the features of your product or service. No, you need to tell them the end result they get from those features... the benefits, and notice there is no period after each of these bullets, you may use an exclamation point, but sparingly

• Benefits are the positive results your customer gets

• Features are the characteristics and specifications of your product or service

• To help you come up with benefits, start off by listing all the features of your product

• Then come up with the resulting positive benefit that your customer gets from that feature

• The best way to see how to do this is to look at successful salesletters

• Once you have your benefit list, make a list of them in your salesletter using headlines as Benefit Bullets. It's kind of like a rapid fire presentation of the major benefits your customer gets when they buy your product

• And you can see I've alternated font settings to help give a little visual relief... (bold, then default, then bold, then italic, etc)

• And much, much more!

Here's What Others Have To Say...

Sub-Headline Into Your Irresistible Offer

Now they're primed and ready to hear your offer.

And if you're good, you'll make them an irresistible offer.

An offer that provides more resulting value than the money you are asking them to spend with you.

In other words, a terrific deal for the customer.

In addition to your product, you may build more resulting value to your offer by including special bonuses, a longer guarantee, after the sale services for free, special package pricing, etc.

And make sure to tell your customer all the reasons why these extras are valuable to them. Just like in telling them the benefits of your main product, you must also tell them the resulting benefits they receive from the added bonuses you're offering them.

Sub-Headline Into The Question That's On Their Mind,
Give Them A Reason Why You Can Make Them
Such A Great Offer

In the last section you made an irresistible offer to your customer. And offer so good, only a fool would pass it up.

But there is now a question running in their mind.

Why are you offering me such a great deal?... how can you do this?... What's the catch?

Always, if your offer is so good that people are afraid it's too good to be true, give them the reasons why you can bring them such a great deal.

You're over-stocked, you're supplier gave you a great price and you can pass on the savings, you don't have high printing costs because your info package is delivered as a digital download... whatever the reason, tell them why.

Sub-Headline Into - Sweeten The Deal: Add Value With
Bonuses That Relate To Your Main Offer

Now let's pour a little fuel on the flame and create even more desire.

Let's add some bonuses for ordering now.

In addition to your product, you may build more resulting value to your offer by including special bonuses, a longer guarantee, after the sale services for free, special package pricing, etc.

Give them pictures of the products, full descriptions or benefit bullet lists

And make sure to tell your customer all the reasons why these extras are valuable to them. Just like in telling them the benefits of your main product, you must also tell them the resulting benefits they receive from the added bonuses you're offering them.

Sub-Headline Into - Take Away Their Risk...
Give Them Your Guarantee

Now let's overcome their last fear of purchasing.

You've got to reverse the risk.

You, the seller, must take the risk in this transaction.

You give them your 100% money-back guarantee, and for the longest period possible.

Think about, isn't that what you want when you make a purchase?

You want to be assured that if this doesn't work, or if it's not what the seller has promised, that you can get your money back without a big fight.

Most likely you already will refund money to someone who is not satisfied with your product or service, life's too short to have unhappy customers, isn't it?

So all I'm saying is promote your guarantee, make it an integral part of your offer.

Sub-Headline Into Warning - It's In Limited Supply... Tell
Them, They'll Want It Even More (The Scarcity Persuader)

Now let's time to poke and prod just a little.

You've answered the reasons why and helped justify their buying decision, but still they need another emotional stir to get them to take action.

Enter in... Scarcity.

People will buy now, if they believe what you're offering them is scarce.

Now it may be the number of these you have available for sale, it may be a time limitation, it may be that your pricing is going up... whatever it is, you must tell them they need to take action now, or miss out on this offer.

Sub-Headline Into - Tell Them Exactly How To Order Now

It's time to tell your reader exactly what to do.

Buy.

And how to do it.

You must give them precisely the how, what and when of ordering... and do so in a very clear manner.

Don't confuse them now, they've already decided to buy, and now it's your job to make it easy for them to do so.

Let them pay you.

Take their cash, check, credit card... by internet, phone, fax, in your store or office, or by mail.

Let them order whatever way the want, but let them order.

And tell them exactly how to do it.

[ make sure to include your order link or button in this section ]

Sub-Headline Into - Tell Them Exactly What
Happens If They Don't Order Now

Tell your reader what's going to happen if they don't order right now.

Tell them how they will miss out on getting all the resulting benefits you're offering, how they will still have their same problem to solve, and how their problem will only get worse.

Remind them of their pain, and how it will continue, and get worse without take buying action.

And then end this section with something like...

Go ahead and order right now, I know you'll be happy you did.

Sincerely,

(optional Firstname signature graphic here)

Your Firstname Lastname

P.S. In PS one, you want to restate your offer, discuss the major benefits and tell them to take action now.

P.P.S. In PS two, you want to restate the scarcity factors and what pain they will continue to feel if they don't buy now.

P.P.P.S In PS three, reemphasize your ultimate benefits, restate your guarantee, and anything else that would matter in closing the sale, and tell them to order now - your PSs are a quick summary of your salesletter ... all in rapid fire sequence ... and it's probably the second most read part of your ad or salesletter.

[ make sure to include your order link or button in this section ]

Your Firstname Lastname - Your Company or Website Name
Your mailing address and/or physical address, City, State, Zip
Phone: 999-555-1212 Email: you AT yourdomain.com
Website: yourdomain.com

(c) 2007 Your Company or Website Name - All Rights Reserved.

Thank you!