Robert Boduch - Winning Website Sales Letters

EBook Description: Introduction 8 Why Write Your Own Sales Letters? 11 21 Valuable Insights You�ll Acquire By Reading This Book 12 Phase I 1. Keys To Successful Online Sales Letters 14 Understanding The Culture Of The Internet 14 Building An Online Business Is About Building Relationships 15 Understanding The Online Audience 16 Target Your Approach 17 Direct Marketing With A Twist 17 Credibility Is Everything 19 Strategy Is More Important Than Creativity 20 Think The Way Your Market Thinks -- 20 Provide Value For Your Prospect�s Time -- 21 Make An Instant Connection With Your Target Audience -- 21 Consistently Deliver The Information Your Audience Wants -- 22 Keep Your Purpose In Mind As You Write -- 23 Always Stay One Step Ahead -- 23 2. Why People Buy� And How To Get More Of Them To Buy From You 25 The Controlling Force That Directs Your Prospect�s Actions -- 25 103 Specific Pain/Pleasure Reasons Why Anyone Would Be Interested In Buying Your Product -- 27 People Buy When Offered A �Magic� Solution -- 31 People Buy When You Hit Their Hot Buttons -- 32 People Buy On Emotion -- 34 People Buy When The Shopping Experience Gives Them An Emotional High -- 35 People Justify Buying With Logical Reasoning -- 36 People Buy Unique Advantages And Special Benefits -- 37 People Buy When They�re Offered Great Value -- 38 People Buy From Credible Sources They Can Trust -- 42 People Buy When Fear Is No Longer A Factor -- 42 People Buy When The Message Resonates -- 44 People Buy Solutions To A Pressing Problem -- 45 People Buy When It�s Easy To Obtain The Benefits They Want -- 45 People Buy Because You Deliver Instant Gratification -- 46 People Buy Better Alternatives -- 47 People Buy Convenience -- 47 People Buy When Presented With The Right Solution At The Right Time -- 48 People Buy Results, Not Products -- 48 People Buy Due To The Special Incentives Offered -- 49 3. Why People Don�t Buy 51 People Don�t Buy Exaggerated Claims -- 51 People Don�t Buy From Amateur Marketers -- 52 People Don�t Buy From Over-Designed Sites -- 52 People Don�t Buy From Clever, Catchy, Or Humorous Ad Copy -- 53 People Don�t Buy When They�re Uncertain -- 53 People Don�t Buy If The Product Isn�t A Good Fit -- 54 People Don�t Buy If They Feel They�re Being Pushed -- 54 People Don�t Buy What They Need � They Buy What They Want -- 55 People Don�t Buy When There�s No Clear Cut Advantage -- 55 People Don�t Buy From You Again If They Weren�t Satisfied The First Time Around -- 55 4. Emotions Are Key 57 Why Emotional Copy Sells More Products -- 57 The Number One Key To Writing With Emotion -- 58 How To Be Sure You�re Addressing The Right Emotion -- 58 How To Write Emotional Copy -- 59 Qualities Of Emotionally Charged Copy -- 60 Other Ways To Inject Emotion -- 62 Key Points To Remember About Writing With Emotion -- 64 5. The Sales Letter Plan 65 The Purpose Of A Plan -- 65 Identify Your Goals and Objectives -- 66 Define Your Market -- 67 Identify Your Competitor�s Strengths and Weaknesses -- 68 Get To Know Your Product Inside-Out -- 69 Determine Your Strongest, Most Unique Selling Advantages -- 71 Create An Irresistible Offer -- 73 Add A Strong Guarantee -- 74 Build A Case In Favor Of Your Product -- 74 Outline The Order Process -- 75 The Ultimate Sales Letter Plan Worksheets -- 77 6. Sales Letter Formulas 87 Why Use A Formula? -- 87 The A.I.D.A. Formula For Writing Effective Ads -- 87 Alternate Sales Letter Formulas By Noted Copywriters -- 89 The Two Most Important Steps Of Any Formula -- 91 Additional Elements Of Power and Persuasion -- 92 Phase II 7. Start Your Sales Letter With A Powerful, Attention-Grabbing Headline 94 The Purpose Of The Headline -- 95 Why Headlines Are So Important Online -- 96 The Role Benefits Play In Headlines -- 97 How To Get Started Writing A Great Headline -- 98 The Most Effective Headline Formats For Web Site Sales Letters -- 99 How To Create A Winning Headline In Just Minutes -- 101 Powerful Headline Words and Phrases -- 102 How To Make A Good Headline Even Stronger -- 108 How To Write An Emotional Headline -- 108 What Kind Of Things Do Successful Headlines Offer? -- 109 Where Else Do These Headline Ideas Apply? -- 111 Key Points To Keep In Mind When Creating Web Site Sales Letter Headlines -- 111 Simple Enhancements To Make Your Headline Impossible To Miss -- 112 How To Be Sure Your Headline Is Effective -- 112 How Long Should A Sales Letter Headline Be? -- 116 8. How To Create A Riveting Opening That Intrigues, Invites, and Compels Prospects To Read On 117 What Makes The Opening So Important? -- 117 Why Are Openings So Difficult To Write? -- 118 The Best Way To Get Started -- 119 Do Salutations Help? -- 120 Tried and True Techniques For Creating Riveting Openings -- 121 How Opening Paragraphs Encourage Further Reading -- 122 How The Headline and Opening Work Together -- 123 How Long Should The Opening Be? -- 124 The 3 Crucial Tasks Successful Openings Complete -- 124 The Quickest Way To Create A Magnetic Opening -- 125 Where Most Openings Go Wrong -- 125 Examples Of Effective Opening Lines -- 126 9. Successful Sales Copy Is All About Buyer Benefits 131 What Exactly Are Benefits Anyway? -- 131 What About Features? -- 131 Which Benefits Should Be Included? -- 133 The Easiest Way To Turn Features Into Benefits -- 133 Why Benefits Are So Important -- 134 How To Reveal Your Product�s Benefits For Maximum Impact -- 135 In What Order Should Benefits Be Presented? -- 136 Should The Benefits Of Bonus Material Be Unveiled Too? -- 137 How To Make Writing Body Copy Easier -- 137 How To Uncover Features That Can Be Converted Into Benefits -- 140 Is It Ever Acceptable To Stretch The Truth? -- 140 Using Bullet Points To Present Your Benefits -- 142 Keys To Successful Bullets -- 144 How To Write Provocative, Interest-Arousing Bullets -- 144 More Examples Of Effective Bullet Copy -- 145 Where To Find Rich Sources Of Bullet Point Material -- 148 Great Lead-Ins For Powerful Bullets -- 148 10. Build Your Case With Solid Proof 151 Why Proof Is Such An Important Element -- 151 How Other People�s Experience Helps Influence New Customers -- 152 Additional Ways To Build Credibility -- 152 How Perception Affects Your Results -- 153 Other Factors That Come Into Play -- 154 The Kind Of Proof That Matters Most To Prospects -- 155 How Your Reputation Serves You Online -- 155 What Makes Some Testimonials Better Than Others -- 156 Where To Best Place Your Customer Testimonials -- 157 How To Overcome The Fears That Concern Prospects -- 158 Why Testimonials Are Such Valuable Marketing Tools -- 160 Premium Quality Testimonials -- 161 Other Methods For Building Credibility -- 161 11. Creating Irresistible Offers 163 �Offers� Defined -- 163 The Kinds Of Items To Include In Your Offers -- 163 Why A Summarized Offer Is So Important -- 164 Key Points To Remember When Compiling An Offer -- 164 Knowing Your Market Is Crucial -- 165 What Makes An Offer Totally Irresistible? -- 166 How To Convert Your Offer Into Direct Sales -- 166 How To Improve A Good Offer To Make It A Great Offer -- 167 What Is It About Offers That Make Them So Important? -- 168 Background Information For Building A Stronger Offer -- 169 What About �Free� Offers? -- 170 Additional Factors To Keep In Mind -- 170 Why Bother With An Offer Anyway? -- 172 What Incentives Should Your Offer Include? -- 173 How To Take A Basic Product And Create An Irresistible Offer -- 173 12. How To Craft A Powerful Guarantee 177 Why Having A Guarantee Is Important -- 177 What A Strong Guarantee Tells Prospects About You -- 178 Is A �Standard� Guarantee Okay� Or Do You Need More? -- 178 The Most Appealing Types Of Guarantees -- 179 How To Draw Attention To Your Guarantee -- 181 Make An Impact With An Elaborate Promise -- 182 How To Make Your Guarantee Seem Like An Ironclad Promise � Without Sounding Like A Legal Document -- 183 13. Closing The Sale 187 How To Go For The Sale Every Time -- 187 How To Win New Customers Without Being Pushy -- 189 What Action Do You Want Prospects To Take? -- 189 What Else Can Be Done To Convert Prospects Into Customers? -- 190 How To Reassure Cautious Prospects -- 191 The Best Methods To Sustain Interest Through To The Order Form -- 191 Additional Closing Techniques -- 192 How To Avoid Losing The Sale -- 193 Tips For Creating A Stronger, More Influential Close -- 194 14. Add A Powerful P.S. 196 Why The P.S. Is Such An Important Component -- 196 How Prospects Typically Read A Sales Letter -- 196 What�s Wrong With Most P.S.�s? -- 197 How To Utilize A Postscript For Maximum Effectiveness -- 197 How To Make It Even Better -- 198 Key Ingredients Of Successful P.S.�s -- 199 How To Ensure Your P.S. Pulls Prospects In -- 200 What About Content? -- 200 Examples of Effective P.S.�s -- 201 What About Multiple P.S.�s � Do They Actually Work? -- 203 Examples of Multiple P.S.�s -- 203 Information You Shouldn�t Include In Your P.S. -- 205 Key Points To Keep In Mind -- 205 How Long Should The P.S. Be? -- 206 How Prospects View P.S.�s -- 206 15. Creating An Order Form The Finalizes The Sale 208 Making The Transition From Sales Letter To Order Form -- 208 The Lead Component -- 209 Is An Order Form Headline A Necessity? -- 209 What�s The Best Way To Launch Order Form Copy? -- 210 How To Improve The Responsiveness Of Your Order Form -- 212 Elements Worth Repeating -- 213 How To Make Your Order Form More Universally Acceptable and User-Friendly -- 214 What Variable Options Should Be Included On The Order Form? -- 214 How The Order Form Can Reassure Anxious Customers -- 215 Where Some Order Forms Go Wrong -- 216 Problems With Secure Options and Third Party Providers and How To Overcome Them Quickly,Easily, And At Zero Cost -- 217 Phase III 16. Review, Revise, and Edit To Make Your Copy More Effective 218 Easy Ways To Spot Errors -- 218 How To Minimize Editing Time -- 219 Other Things To Look Out For At The Editing Stage -- 220 Simple Ideas For Improving Readability and Flow -- 224 Specific Ways To Emphasize Key Points -- 225 How To Make Reading Your Sales Letter A Less Daunting Task -- 226 How To Strengthen Your Bullet Points -- 227 Remember Your Purpose While Editing -- 227 17. Design Enhancements 229 Sales Letter Design 101 -- 229 The First Thought You Want Running Through Your Prospect�s Mind -- 230 Why It�s So Important To Avoid Fancy Designs Altogether -- 230 How To Make A Basic Sales Letter More Visually Appealing -- 231 What Else Should You Keep In Mind When Organizing Your Web Site? -- 232 Simple Techniques To Aid Readability -- 233 Which Areas Should Definitely Be Emphasized? -- 234 What About Graphics? -- 235 What About Text? -- 236 Fine Tuning Your Design and Layout -- 238 How To Target Different Groups With Your Sales Letter -- 239 Testing Is A Major Key To Success -- 240 18. Common Mistakes 241 Lack Of Preparation -- 241 Presenting A Confusing Message -- 242 Wasting Your Visitor�s Time -- 242 Lacking Credible Proof -- 243 Not Being Clear About What It Is You�re Offering -- 243 Uninspiring Copy That Focuses On The Product -- 244 A Short Message That Doesn�t Do An Adequate Selling Job -- 245 Failing To Pull Prospects In From The Start -- 245 A Weak Close -- 246 A Site That Doesn�t Facilitate Easy Buying -- 246 A Sales Letter Or Web Site That Doesn�t Effectively Calm Prospect Fears -- 247 A Lack Of Uniqueness -- 248 Conclusion 249

This is a special report (not included with Instant Sales Letters uploaded on the site already) called:
Advanced Instant Sales Letters: How to Use Grabbers and Lumpy Mail To Skyrocket Your Response

This is SO Dan Kennedy style. He's even using Mitch Carson's Lumpy Mail devices as examples. The templates to use with the lumpy mail in this report are AWESOME. This is a really awesome mini swipe file book for when you use Grabber/Lumpy mail. Very good stuff.

Jeffrey Gitomer � Sales Bible

Jeffrey Gitomer�s best-selling work, in which he shares his tips on how to be a successful salesperson, has a new edition and is now available on audio. He provides motivational advice and practical techniques for initiating, maintaining, and closing a sales presentation.

Written in a breezy manner with short, easy-to-remember suggestions, this audio will be popular with persons just getting started in this field or those needing an inspirational pep talk. In an area where there are literally dozens of works already available, The Sales Bible will prove helpful to anyone who listens to it.

The Instant Sales Pro: More than 600 Tips and Techniques to Accelerate Your Sales Success

For the sales professional with more energy than experience and more ambition than knowledge, the fast lane to success can be riddled with potholes. But the last thing these go-getters want to do is get bogged down with some huge book of sales techniques.

The Instant Sales Pro offers instead a quick yet comprehensive guide to the basics of successful selling: prospecting, getting on the customer �s wavelength, dealing with objections, negotiation, closing the sale, and more. Readers will learn every step of the sales process, starting with sales letters and cold calls, as well as how to sell to different personalities, use technology, troubleshoot problems, and plan and manage a territory.

The Instant Sales Pro is designed for easy access, with all the information presented in short chapters and bullet points. There is no complicated theory, no magic formula. There are just hundreds of great tips for turning any sales rep into a sales professional instantly.

Perfect Phrases for Sales Presentations

THE RIGHT PHRASE FOR THE RIGHT SITUATION??"EVERY TIMEWhen it comes to sales presentations, every word counts??"but who has the time to craft perfect presentations all the time?

You do??"when you have Perfect Phrases for Sales Presentations. This go-to guide is exactly what you need to streamline this critical process. With hundreds of ready-to-use, time-saving phrases for delivering a winning sales presentation, this concise guide provides the ideal language for:

* Making a great fi rst impression
* Finding and cultivating prospective clients
* Grabbing and holding your customer??Ts attention
* Establishing your product??Ts value
* Getting commitment??"and closing the deal

From a Good Sales Call to a Great Sales Call: Close More by Doing What You Do Best

When things don�t go well on a sales call, you probably ask yourself, �Why did I lose that sale?� . . . and then move on.

But the question remains: Why did you lose that sale? Learning the answer can mean the difference between landing and losing the next sale. From a Good Sales Call to a Great Sales Call teaches you how to assess your strengths and weaknesses based on information you can get from the most qualified source available�the buyer. You�ll learn how to:

* Approach postdecision prospects using best practices and proper etiquette
* Design a comprehensive �debrief� questionnaire
* Obtain more candid and accurate feedback from prospects
* Identify important patterns in your techniques
* Use what works and improve what doesn�t to close more sales than ever

Filled with sample dialogs you can use with prospects, From a Good Sales Call to a Great Sales Call is neatly organized into eight easy-to-follow steps that take you through the whole process:

Step 1. Discover the Benefits of Successfully Debriefing with Prospects
Step 2. Understand the Postdecision Mind-Set of the Prospect
Step 3. Recognize How Salespeople Can Inhibit the Feedback Process
Step 4. Design a Prospect Debrief Questionnaire
Step 5. Utilize Proven Interviewing Techniques for Conducting Debrief Calls
Step 6. Identify and Analyze Your Win/Loss Trends
Step 7. Benchmark Your Feedback
Step 8. Implement the Right Techniques to Increase Your Close Rate

Refreshingly direct and right to the point, this system is based on 12 years of research and thousands of sales prospect interviews. This comprehensive, powerful program leads to better sales techniques and increased close rates. In short, it works.

SalesBURST!!: World's Fastest (entrepreneurial) Sales Training

"SalesBURST!! is an entertaining, clever, and out-of-the-box approach to selling. I recommend reading this book to anyone involved in selling today."
�Peter Handal, CEO, Dale Carnegie & Associates, Inc.

"Every salesperson wants to get up to speed as fast as they can-but not as fast as their manager wants them to. SalesBURST!! helps every salesperson shift into fifth gear without skipping first, second, third, or fourth. This makes three people happy:the manager, the salesperson, and the salesperson's banker."
�Jeffrey Gitomer, author of Little Red Book of Selling

"This is a great book that shows you how to make more sales, faster and easier than you ever thought possible."
�Brian Tracy, author of The Psychology of Selling

"Learn from Evans and SalesBURST!! how passion, determination, and an intelligence-based Sales effort can make you successful."
�John Calamos, CEO, Calamos Investments

No Lie: Truth Is the Ultimate Sales Tool

A top Fortune 500 sales trainer shows how to transform the ugly truth into beautiful sales No Lie--Truth Is the Ultimate Sales Tool introduces salespeople to a powerful new approach to winning customers' trust instantly and selling more, more, more. Drawing upon his years of experience training sales forces at Xerox, American Express, PepsiCo, Verizon, and other top shops worldwide, guru Barry Maher explains why the most effective salespeople know how to transform their product or service's negatives into positive selling points, or even bragging points. Using fascinating and instructive real-world examples, he describes six proven strategies that let readers: Win customer trust, instantly, by telling the whole truth about a product Use that trust to transform a negative into a powerful selling point Compare a product's shortcomings with a competitor's advantages and come out on top Convince potential customers that a product's negatives translate into greater success and satisfaction.

Transform the ugly truth into beautiful sales

Afraid to talk to your customers about the potential negatives of your product or service? After you read No Lie--Truth Is the Ultimate Sales Tool, you won't be able to keep your mouth shut. This straight-talking primer for sales professionals introduces a powerful new approach to winning customers' trust instantly and selling more, more, more! And not just down the road but right now, in the account today.

Drawing upon his years of experience working with , Verizon, Budget Rent a Car, American Express, PepsiCo, and other top shops worldwide, sales guru Barry Maher shows you how to turn negatives into positive selling points, or even bragging points. Using entertaining, enlightening and even humorous "examples, anecdotes, case studies and pontifications," he details six proven strategies for turning lemons into lemonade. You'll learn how to:

* Win customer trust, instantly, by telling the whole truth about a product
* Transform negatives into powerful selling points
* Compare your product's shortcomings with a competitor's strengths and come out on top
* Prove to your customers how perceived negatives translate into superior performance and greater satisfaction

Think Like Your Customer

The most common complaint Bill Stinnett hears from his corporate clients is that would-be vendors and suppliers "just don't understand our business." In Think Like Your Customer, Stinnett explains why the key to landing corporate customers is to learn to think about the things executives and business owners think about and understand how they make complex buying decisions.

In addition, you receive:
* Solid marketing insights delivered in a fun, breezy style by a top corporate consultant and seminar leader
* Expert tips on how to maximize the value and profitability of relationships with corporate clients and customers

Sales & Pitch Letters for Busy People

Sales and marketing is a fast-paced environment, and there is never enough time to write good letters--letters that will communicate, convince, and close. Sales & Pitch Letters for Busy People will help salespeople at every level save time and avoid having to produce sales and pitch letters from scratch.

Sales & Pitch Letters for Busy People is a handy, quick-reference guide that not only tells you how to write virtually any kind of sales pitch letter, but includes a wide range of samples that you can easily and quickly adapt and use right now.

This book includes concise, easy-to-use writing tips and resources that get attention--and results! Packed with solid writing advice and useful techniques

Some example letters presented are:
* Sales letters offering special discounts
* Pitch letters introducing a new product or service
* Letters that request referrals
* Referral marketing campaigns
* Pitch letters to the media
* Cold call sales letters
* Marketing campaigns for service businesses
* E-mail pitch and sales letters
* Letters for selling more to existing customers

The letters can be copied, modified, and customized to fit your requirements. Creating and writing compelling and effective sales and pitch letters have never been so easy!

Get Tons of Sales and Umpteen Email Subscribers

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