How To Plan Your Sales Letter Theme
Topics: sales lettter
Perhaps the most important part of creating a sales letter is planning your sales letter theme. How you select your theme, of course, will all depend on how you plan to generate traffic.
If you decide to generate traffic through search engine optimization, planning your sales letter theme will entail finding phrases within your niche which have a high demand (aggregate search value) and a low supply (small amount of competing sites) and then creating multiple sales letters, each which is optimized around a different phrase.
If, on the other hand, you decide to generate traffic through pay per click (PPC) programs, such as Adwords, planning your sales letter theme will again entail tuning a number of different pages to fit the keywords you are purchasing.
This is actually where most people fail when they create a sales letter: they don’t tune it to fit a specific audience. For instance, in the case of a squeeze page for a newsletter, they might start a newsletter about toys, but they only create one sales letter and send all traffic to it. This is a big mistake.
Chances are, if you create a quality product or newsletter, it can benefit a number of people. So why not communicate the exact benefits they will derive from subscribing or buying? If, for instance, you have a newsletter about legos and toy blocks, so you group it under the loose heading of toys, a visitor who is looking specifically for information about either legos or toy blocks will click off your page if they don’t see the direct connection to the exact topic for which they were searching.
Instead, you will want to setup a page centered around legos and a page centered around toy blocks. On each page, you will want to communicate the specific benefits to joining the list for each of those groups of visitors.
Going one step further, in addition to planning your sales letter theme, if you are creating a sales letter for a newsletter, you may also want to segment your list, so you can send information specifically about legos to those who request it and information about blocks to those who request it.
Finally, another effective method employed in this landing page is the auto-updating time stamp. When a visitor sees the time stamp, they feel that the product or service was released or updated that exact day or at least that someone is maintaining it on a daily basis.
Another powerful element that makes this landing page successful are the repeated psychological triggers. “Smoking HOT products,” “insane profits,” “instant access” all of these phrases create urgency, increase perceived value, and induce action.
And there you have it: being successful with landing pages really is a repetitive process. If you follow the tips outlined and use good examples, you should have no problem constantly increasing your conversion rates.
Michael Wright is a software developer and internet entrepreneur owning a network of domains and websites. For specialized information on sales letter creation, visit his website at CopywritingWealthSystem.com
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