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

Tags

• eCommerce
• Marketing