Your offer and benefits of your product or service will make up the bulk of your sales letter. Many people make the mistake of assuming that the readers of their sales letters already know the product or service does and how it is going to benefit them.

For example how much time it will save them or how much money it will save them. Assuming this and not detailing everything about your product or service can lose you sales. Sadly this is a very common mistake.

However, here’s another issue you need to be aware of. Many people also make the mistake of trying to oversell their product or service. You need to find a balance when creating your sales copy. Don’t make your copy too sales orientated as this will obviously turn readers off. Instead you need to focus on your readers.

You need to keep your sales copy light and interesting and persuade your readers that they need your product or service. It is really all about persuasively motivating them to take advantage of the offer you are presenting and to take action immediately. One way to do this is through the time tested method of “scarcity”. For example state that you have a limited number of a particular item, or that the special offer price is only for a limited amount of time.

Your main component of your sales copy will be to entice your reader to purchase your product or service and there are a number of things that you can include here. Testimonials will be very important and you should try to secure testimonials that include a picture, website information, and even a video message. The more persuasive and believable your testimonials, the better they will work.

When stating the benefits of using your product or service, bullet points work best. These tend to catch the reader’s eye better and stand out more on your sales letter. These should be incorporated into the main story of your sales copy.

Using a story in your sales copy is another great way to interact with your readers and get their imagination going. It also makes your sales copy more believable if they can imagine themselves in your shoes and visualize how your product or service will change their life for the better.

The person reading your sales copy should be able to place themselves in your story and be able to see the benefits of using your product or service for themselves. Be sure to break your story up using your testimonials and bullet pointed benefits. If you do this correctly it should result in a high conversion ratio.
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