Writing an effective sales letter is all about persuasive writing. The goal is to persuade the reader to buy the product or service being sold in the letter. It’s a difficult task but once you master it you can write your own ticket. The top copywriters are routinely paid 5 figures plus royalties to write persuasive sales copy. How many of those letters would you need to write each month to replace your current income?
But the real kicker is when you learn how to write sales letters for your own products or services. Now you’ve really got it made. It takes a lot of hard work and persistence but it’s worth the effort. The demand for the services of great copywriters like Dan Kennedy, John Carlton, Gary Bencivenga, and the late Gary Halbert never waned.
So how do you go about learning the craft of persuasive letter writing? Practice, practice, practice. That’s how you get good at anything. Gary Halbert said it takes 10,000 hours of practice to get really good at anything and that sounds about right. Do you think professional athletes have spent 10,000 hours perfecting their athletic skills? How about professional musicians? Absolutely. And the same holds true for professional copywriters.
It would help to read books. The Ultimate Sales Letter by Dan Kennedy would be a great book to start with. Dan breaks down his copywriting process step-by-step in an easy to read guide on persuasive writing. Another good books Words That Sell. This is a book full of words and phrases proven to elicit emotional responses from readers which increase the likelihood of transforming them into buyers.
Another effective technique is finding a good sales letter and writing it out by hand so that you get a feeling what it’s like to actually write persuasively yourself even though you’re writing someone else’s words. So how do you find a good sales letter with persuasive writing. Simple. Look through your favorite magazines and find the ads the keep appearing month after month. The advertisers wouldn’t keep paying for the ad if it wasn’t making money so that’s how you can spot a winning sales letter.
The beautiful thing about persuasive writing is that there’s big money in small numbers. What that means is that even if only 1% of the readers buy the product, you can still make a small fortune. So persuasive writing can turn a 99% failure rate into a fortune.
Consider this example. What if you were selling a $1,000 product and over time you found that your sales letter converted 0.1% of the readers into buyers. In other words, you made 1 sale for every 1,000 letters you put in the mail. On the surface that doesn’t sound very lucrative bet lets dig a little deeper. How much did it cost to send 1,000 letters? Let’s say 65 cents each including paper, envelope, and postage. So that’s $650 to send 1,000 letters and you made a $1,000 sale. That’s a $350 profit.
So you’re not very impressed with a $350 profit. OK, now let’s scale that mailing. Send out 100,000 letters at a cost of $65,000 and you’ll bring in 100 sales at $1,000 each for a total of $100,000. Now you’ve made a profit of $35,000. Is that better? And there’s no reason you can’t repeat those results month after month once you’ve got a sales letter with persuasive writing.