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Writing Believable Sales Letters
When writing sales letters, whether for online or offline direct sales efforts, many novice copywriters make the mistake of going overboard with the wondrous claims. While a little overselling and slight exaggeration usually help ease the selling process, doing too much without anything to back it up can easily lead to disaster.
As such, keeping the benefits you write of grounded in reality, while showing enough proof of its authenticity, is one of your most important considerations. When it comes to benefits, as long as it doesn’t sound too far-fetched, adding it in shouldn’t be a problem. For fantastic claims, though, making sure to have these things in tow should handle any skepticism.
- A great story, especially one that involves your products, can do more to demonstrate your benefits than writing them down in a bulleted list. If you can spin a wondrous tale, don’t be afraid to do so.
- Make sure it’s error-free. Even if you’re selling diet pills to native Spanish speakers who have English as a second language, a piece teeming with errors isn’t going to help you any. Use a software for grammar correction, if you must.
- Customer testimonials, especially those that directly speak of the benefits you talk about. Names, locations and other pertinent data (if you have permission to use them) should be even more convincing.
- Scientific research and well-known facts that support your claim. Pepper the text with relevant quotes from well-known magazines and TV shows.
- Images of satisfied customers work really well. For health and wellness products, in particular, “Before And After” photos should easily close the deal.
- Like images, videos that hammer in your point can lend credibility to your written claims.
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