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A sales letter is each and every communication you have with your potential clients explaining what you offer and why do they need it. The thing is, even if you offer a great product or service it's really your sales letter that is explaining exactly how you add value to their lives. And guess what, if you fail to communicate that in the sales letter (brochure, landing page of a web site, about section in a blog) the business will most likely not come to you in the numbers that you want. The opposite is also true- if the sales letter is superb but the real product or service offered is not as described, the clients do not refer or come back to do business with us. My recommendation to you is to re-read your sales letter (info page) and look for the following 5 persuasion boosters:

1.Address the real need
If you think that you potential clients really need you, tell me why. Have you communicated to them how your offer is for a solution to something they see as: "I can't handle that on my own". For example, if a client tells you they want to buy a house, their real need is not exactly the house. Could be security or family happiness... If they want to buy a luxury home, their need could be even status. Helpful way to think about your client's need is to figure out after they purchase the product or service, and they use it, what kind of do they fulfill and then, speak to that need.

2.Playing with tenses
It doesn't cease to amaze me to read a description of a problem in the present tense. This is the same as reading a column in the magazine. It's informational, educational and inspirational the most. To make it persuasive, though, the problem description needs to be in the past tense, so that your potential client associates with the problem as "I could leave it in the past". Then the solution you offer is to be explained in the present tense. Why? You want your potential clients to look at the problem they face not as "it is what it is and nothing can be done about it" but as a possibility, an opportunity to go past it and to bring into reality, the present, what they now have as a wishful thinking or day dreams or the results they want.

3.Call to action words
There is a list of words that have the ability to focus our potential clients' attention on the NOW. Again, why we want them to focus on the NOW, the present moment? Because unless they do the action you propose (sign up for your services, buy your product, etc) right now, there will be no "before I was and now I am" story. Remember, even though what you offer will is a result that will materialize for your client in the future, if they let's say sit in the couch and dream about it now and that's all they do, guess what – they will continue to be in the no-action-at-all state which will keep you with no business and them with no results. Well, dreaming is definitely good. It feels good, it looks good, and it IS good and BECOMES good ... when acted upon it.

4.What's in it for them
Now, naturally in your sales letter you describe what you offer, what the benefits of that you offer are and how your offer can change the life of the other person. That's the whole purpose of the sales letter, right! The difference between the good sales letters and the great sales letters is that the great ones describe with a lot of detail EXACTLY what will the potential client get... to the last detail. Like a check list of benefits. A really successful sales letter / info page has this additional info that the client might want to ask if they are intrigued by the offer. In this way you have it all in one place – the information that you potential client seeks and the information that you've guessed that your client might want to know more about even before they asked.

5.You are accessible
Quite often when we write an info page or sales letter we forget that what we present is just a web page or a sheet of paper. It's us who brings the life in it. How do we do that? To begin with, the power of pictures and videos are very well known. What is usually forgotten is that in the sales letter / info page you can always, and I really mean ALWAYS, include a sentence or two to appeal for the potential client to contact you.  Sometimes they will, sometimes they won't. The most important thing is that you leave the impression that you are there to help them, guide them, and support them to make the best choice for their situation. The message behind this is: You are going to be taken care of. And let's not forget, potential clients want to be treated as clients. Treating them with great honor and respect IS our call to action.




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