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People don't have much time to read your
sales letters and would rather skim them.
They will scan your
letter and read only those that catch their
eye.
Is the solution to have a short one?
No, it's not.
Generally, long sales letters convert
better.
You will have more time to present the
features and benefits of your product and
convince your readers to buy.
If a short sales letter is not the solution,
how, then, do you grab the attention of a
skimmer so he can read all the important
aspects of your sales letter?
The following are ways that can help you
make them read further:
1. Create a good first impression.
Your ad copy should look professional. It
should make the reader feel that your letter
is worth reading.
A misspelled word in your heading can turn
off a potential customer.
Why would one buy from you if you don't take
care of details?
What should your customer expect from your
products, or even your support to the
product later on?
2. Use a lot of headlines and
sub-headlines to easily catch your visitors'
attention.
Expand on the benefits and features of your
product.
Have a sub-headline on each benefit.
Your readers may want to read further if
they find your headlines and sub-headlines
interesting.
3. Use pictures or graphics that show
your product and bonuses.
They will make your product more concrete to
your visitors.
Pictures and graphics also easily attract
eyeballs.
4. Be sure your graphics load fast and
correctly.
People don't want to wait !!!
This is true especially if your graphic is
at the top of your sales letter, and your
whole web site will only be shown after
downloading that picture.
5. Use short sentences or sentence
fragments.
It is easier to read and understand short
sentences than long ones.
By just looking at the length of your
sentences, the visitor will know the degree
of difficulty in reading your sales letter.
6. Use color, bold, italics,
underlining to highlight important words and
phrases.
However, use them sparingly.
Too much of them may look like you are
hysterical and will turn away potential
buyers.
Use highlighting near the area where you
want to have your visitors read more.
You may want them to read the features or
benefits of your product.
7. Pick the three most powerful and
appealing benefits of your product and
repeat them in various parts of your sales
letter.
This will help your visitors easily remember
these benefits.
Just be sure to rewrite them, so it won't
appear that you just copied and pasted them
in your ad copy.
8. Use bullets to list the features
and benefits of your product.
Bullets make reading easier making your
visitor read more.
9. Use a postscript (P.S.) at the end.
This is some of the most read sections of a
sales letter.
You may repeat the strong point of your
product, remind the bonuses included, or
emphasize the urgency for the prospect to
take action.
10. With a long sales letter, place
buy buttons at different places of the
letter.
Your prospect may have been convinced to
buy, so provide them with the opportunity to
do so.
People are in a hurry to quickly get over
reading a sales letter.
Unless something catches their eyes, they
would just skim over the letter and go on to
the next site.
They might miss the important points, and
you lose them as customers.
However, with the optimal use of
eye-catching techniques, you may be able to
have them read more, and convince them to
click on that buy button.
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ABOUT THE AUTHOR:
Tim, a/k/a "Skipper", is a successful online
business entrepreneur who has been working
from home on the Internet since 1998. He has
recently launched his own Internet Business
and
Marketing Training program for anyone
interested in starting or improving their own
online business.
For more information on
this program, just visit:
http://www.teejayenterprises.net/cgi-bin/arp3/arp3-t.pl?l=59&c=981
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