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10 Ways To Grab A Reader's Attention With Your Sales Letter
Author : R. Hert
Submitted : 2011-09-30 10:56:41 Word Count : 870 Popularity: 5
Tags: sales letter, copy writing, copywriting, writing for the web, writing for the internet
The first sentence of any internet sales letter is its hook. It's meant to grab the reader's attention and make them move on to read the second sentence which draws them to the third.
This is even more crucial on the internet than in print. In print the reader gives the benefit of the doubt for about half a page. Online that attention span is more like two sentences.
There are certain ways to open that work very well. Here are some examples:
1. Tell a Story
Stories are magical. They ignite the imagination and when done well draw the reader in. A story creates empathy with the reader and draws them into the sales pitch. This works best if the story identifies with the problem that the prospect is now experiencing. You are solving that for them, showing them how your product can help them.
2. State your offer first
If your product or service is well known to your audience it doesn't need any special introduction. Just state the offer right away. This works best if your offer is a very attractive one. In this case the real appeal is in the offer itself.
For example, if you have a free offer or deep discount on products your target audience is already interested in, your entire sales letter can be based on the offer and not on the product features or benefits.
3. Use a startling statistic or quote
This type of opening is meant to nab the reader's attention. You want the quote or statistic make them sit up and pay attention. It should raise a question in the prospect's mind and build curiosity that leads them to read the rest of the letter.
4. Announcements
This works best if you have a new product that you are introducing to the market. It should sound like a press release. In other words, there should be little 'hype' and more factual type statements emphasizing what's new about this product.
5. Questions
Questions are very effective in pulling the reader into your sales letter. Questions force the prospect to think and get involved with your copy. This is especially true when the answers to the questions are very important to the reader. Your questions should remain unresolved until you answer them in the copy. Questions also make the letter sound conversational and more personal.
6. Write to the reader on a personal level
Target your audience, especially when your audience consists of a narrow special interest group. Address them as such. Right away this qualifies your reader so they aren't wasting their time on something they don't want. It also flatters the reader making them feel part of a special group.
7. Offer a free ____
Ah, FREE. It's a wonderful word that instantly catches attention even if you don't really want what is being given away. You want the prospects to send for whatever you're giving away for free. This free item should sell them on your product or service. Make sure it's something actually of use. In this way you promote not only the product but yourself. Your prospect sees that you know what you are talking about and want to learn more from you, only now they're willing to pay.
8. Pinpoint the problem
All products or services should provide a solution to a problem. Start the letter by stating the problem that your product solves. This immediately qualifies the reader and provides a logical transition for the letter in explaining how the product solves the problem.
9. Cliffhangers...
Cliffhangers catch attention and draw people in.
Example: In just a moment, I'm going to share something with you about writing cliffhangers that will absolutely shock you to your core - just like it shocked me the first time I heard it.
But first, let me tell you why this issue affects you personally...
10. Offer "secret" information
Make an offer that is not open to the 'general public'. This works well with your present customer base who will receive this offer others won't. Offering this to only a select few makes the reader feel special because they are getting the 'inside deal'. Of course this only works so long as you actually do limit the numbers. Once people catch on that this isn't actually limited they stop paying attention.
There are many more ways in which you can start sales letters, but these ten are very effective. The key is to grab your readers attention. If you fail to do that in the first few opening lines then the entire battle is lost. The majority of online readers simply scan before they choose to read the entire letter. If the start of the letter doesn't capture their attention then they jump off the page.
The conversion rate for a website can be drastically increased by changing the opening paragraph of your copy. If used correctly, these ten ways can help boost sales for your site.
Author's Resource Box
Learn to make your sales copy captivate your prospects and never let go. copywritingxtreme.com
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