The success of your online marketing almost always comes down to the copywriting on your sales letter.  This is your bread and butter.  This is the only thing that is in place to convince or sell your prospect to buy your product.  A poor sales letter equals poor sales.  Most poor sales letters suffer from one or all of the 5 common mistakes. Here they are…

Mistake number one - A Weak Headline

It has been said over and over again, the most important part of your sales copy is your headline.  Your headline will determine if your visitor stays to read your sales letter or clicks away.  You need a strong headline full of powerful words full of emotion that entices your prospect to want more information.

Mistake number Two - Confusing Features And Benefits

This is one of the most common mistakes found in sales letters.  Many sales pitches list all the features of the product but not the benefits.  A feature is only important to your prospect if the feature provides a benefit to him.  For example if your product is downloadable, that is the feature, the benefit is the customer will be able to get it instantly.  A feature is a characteristic of your product, a benefit is how it helps your customer.

Mistake number three - Not Telling The Prospect To Buy

One of the principles of salesmanship is alway ask for the sale.  When you have made all your points and persuasive arguments as to why your customer should buy your product, tell them what to do.  Tell them “Click here now and get your product!” or “Buy it now before there are none left”.  You must tell them to buy.

Mistake number four - No Guarantee

You must have a guarantee as part of your sales letter.  Your customer must feel comfortable before he will buy.  The stronger your guarantee, the better.  The longer your guarantee the better.  It has been shown that longer guarantees actually result in less returns than shorter guarantees.

Mistake number five - No Testimonials

There is nothing more persuasive than a customer telling another customer how great the product is and that they just have to buy it.  Not only is this persuasive but is also adds to the comfort level of the customer.  You can never have too many testimonials.  I have seen sites that have over 300 testimonials and they are among the best selling products in internet marketing.

Of course it is impossible to teach copyrighting in a short article like this.  There have been volumes and volumes written about the subject, but if you can avoid making these five mistakes you will have the foundation for a good solid sales letter.

If you have a good headline, list benefits when you list features, tell the customer to buy, include a solid guarantee and include plenty of testimonials, you will have an effective sales letter.  If you have an effective sales letter, you will sell your product, and that’s what you are in business for, to sell your product.

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