15 April 2006

The long letter

Long sales letters can have variety of different structures but many of them have have features in common. They:

  • talk about a problem: people are looking for solutions
  • establish credibility: they explain to the reader why a solution from them is going to work -- and they include compelling testimonials
  • tell a story: building interest, adding a human touch and helping readers get involved
  • talk about the benefits: letting readers see what they are buying and its value
  • handle objections: anticipating where readers will have questions ... and addressing them
  • ask for the sale: again and again

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