The first step is to grab your attention. When a customer sees your sales letter, you need to "grab" his attention in an instant, otherwise you will lose him. Because there are so many things that can attract people’s “eyeballs” now. If you go to some websites and look, there are dozens or hundreds of links. Why should customers pay attention to you? How do you "grab" his attention? The answer is "main title".
In the first place, you have to rely on the uniqueness of the color and shape of the "main title" and the impact of the text to "grab" the attention of potential customers. Whether it’s a web-based sales letter or a DM you’re sending out, you need a main title. Above the title, you can write some words, which is called an "imported subtitle." Doing this can strengthen the role of the "main title", but you can't write too much. Because you want customers to notice your "main title" for the first time, and then have the opportunity to look at your "introduction subtitle". Therefore, 1-2 lines of "introduction subtitle" is enough.
The only function of the "main title" is to make customers read your first paragraph of text. If your "main title" does not play this role, then you have failed. So the first step is to "grab" the reader's attention through the impact of the "main title" in color or text.
The second step is to stimulate his interest.
"Spark interest" depends on the first paragraph of your sales letter. This paragraph must be an "extension" of your main title content.
If you can "target" the customer's needs or his values, he will be more interested in reading. But at this time, he is only reading your letter because he is interested, so he has very little trust in you. You should not make too many promises here. You need to guide him slowly. You need to let him continue to be interested and maintain Curiosity, and then you start doing…
The third step is to build trust. As long as the customer is interested in you and likes to read your "first paragraph", he will naturally read your "second paragraph".
But how can he trust you? You need to make him realize that "you are a real person" and you have to tell your own story (for example, you are also flesh and blood... you also have dreams... you also have setbacks... but then you Through continuous struggle, I finally found my dream) and tell the success stories of past customers. So you are not selling this product for the first time and you already have successful customers. These are all means and tools to help you build trust.
What you need to pay special attention to is that the reason why you write customer testimonials is because you hope to use the "customer's mouth" to gain the trust of potential customers in you. Let him think that you are not lying behind your back, and that you have successful cases. Many customers will actually benefit from using your product, and you need to prove that these people are real.
Your descriptions of these people should be truthful. The reason why these people's testimonies can help you is that their backgrounds are very similar. You need to emphasize what these people have in common with your potential customers, not what makes them unique. Also, you have to teach old customers how to describe the results. Don't say "Keja is great, Keja is great, Keja is the best person I have ever met", it is useless! You should say: "Keja's" The "fish pond" theory is amazing, and it produced a "what" effect the first time I used it. Keya's leverage technique is very good, and I reached a "what" agreement with a partner last week. "
All in all, the more specific the results, the better. The more general things you give him, the more he thinks you are fake. The specific things are different and not easy to fake.
The fourth step is to stimulate desire. In a sales letter, the “bullet” paragraph serves to “stimulate desire.” There are certain requirements for how they are written. For example, the sentences should be short and exciting, and they should be "focused" on the interests that potential customers need most. "Bullet" paragraphs require a certain amount of paragraphs, generally at least 10 paragraphs, to be effective.
Of course, sometimes it depends on the situation. For example, if my letter is to collect a customer list, then I can write fewer letters, such as 5 or 6. But for a long letter, you need to write a dozen to be effective. You need to think, you need to break down the product into various benefit points, and then describe it in the language that customers are accustomed to. The most important thing is to "describe the results." All my “bullets” are about describing outcomes. Each paragraph gives you a "result."
One "bullet" is also effective, but the power of 10 stacked up is even greater.
We tested it in the US. Many people read "Bullet" and often make a purchase decision before they finish reading. Why? Because their desires are stimulated, which is very important! Of course, you also need to strike a balance: between attractiveness and credibility balance between degrees. Don't make the value of this thing so high that it is untrustworthy, you are "hurting" yourself.
The fifth step is to urge the other party to take action. If the customer doesn't take action, your letter is in vain.
At the same time, the actions you ask customers to take should be "as simple as possible, as specific as possible, and as clear as possible". You must not let him make a lot of "efforts" to buy your product; if you do this, you are depriving yourself of the right to make more money!