When you begin to write your sales letter copy, you will need to choose the tone for your copy. What is the tone? Imagine that you are a sales that talking directly to your prospect, reading on your sales letter. The tone of your copy is basically the voice you write in. For example, your tone can be professional, personal, serious, light-hearted, etc.
It's very important to maintain the consistency of the tone in your sales letter, in both the headline and the content. For example, if you begin with a personal-like headline, don't suddenly change your tone in the rest of your copy and try to do like-business. Just think that you're writing a short story.
Good copy is also like a story, beginning with introduction, grab the reader's attention, and keep push them into the rest of the copy. How do you do that? of course by accruing benefits. Keep adding the benefits through the copy, so much that he's ready to make a buying decision based on emotional reasoning, rather than everyday logic.
Emotion is a much powerful motivator than logic. People usually buy based on emotion. You must encourage your prospect to conclude that product A is really worth 10 to 100 times price B in terms of benefit. After you've led them this path, then give them your offer. Don't tell them suddenly to buy, but offer them the doorway to their solution.
If your copy does it job, they will continue to buy your product. So, what you need to do is create the headline to grab attention and initial interest, then create a subheadline to maintain more interest and lead prospect into the body of the sales letter. Then, the most important part is create the body. Give an introduction of the problem, raise a solution, and describe the solution. Tell all the benefits, give examples, data or testimonials, and the last is make the offer. Don't forget to encourage prospect to act now.
The last secret is to include P.S. on the bottom. This is the secret to emphasize benefits and offer again briefly, make mention of bonuses, and encourage prospect to buy now. People always read the P.S. side.
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