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The first step is to grab attention. When a customer sees your sales letter, you need to "catch" his attention in a flash, or you will lose him. Because there are so many things that attract people's eyeballs. If you go to some websites to look down, the link has dozens of, hundreds, the customer why pay attention to you? How do you "catch" his attention? The answer is "main title".

In the first time, you have to "catch" the potential customer's attention by "the main title" In color, the shape of the unique, and the impact of the text. Whether it's a web version of a sales letter or a DM you send, you need a main title. Above the title, you can write some words, which is called "Import subtitle". Doing so reinforces the role of the "main title", but cannot write too much. Because you want the customer to notice your "main title" in the first time, and then have the opportunity to see your "import subtitle" again. So "import subtitle" has 1-2 lines of words is enough.

The only function of the "main title" is to let the customer read your first paragraph, and if your "main title" does not work, then you fail. So the first step, you have to "grab" the reader's attention through the "main title" in the color or text of the impact.

The second step was to excite his interest.

"Stimulating interest" depends on the first paragraph of your sales letter. This paragraph must be an "extension" of the content of your main title.

If you can "target" the customer's needs or his value, he will be more interested in reading. But then he read your letter just because of interest, so he has little trust in you, you do not make too many commitments here, you need to guide him slowly, you need to keep him interested, keep curious, and then you start to do ...

The third step is to build trust. As long as the customer is interested in you, he likes to read your "first paragraph", and naturally he will read your "second paragraph".

But how can he trust you? You want to make him realize "you are a real person", you have to tell your own story (for example, you are also flesh and blood ...). You also have a dream ... You also have setbacks ... But then you go through the struggle and finally find your dream, and talk about the success stories of past clients. So you're not selling this product for the first time, you've got a successful customer. These are the means and tools to help you build trust.

What you need to pay special attention to is that you write customer testimonials because you want to use the "customer's mouth" to gain the trust of potential customers. Let him think you are not hiding behind the lie, you have a successful case. Many customers who use your product can really get the benefits you need to prove that these people are real.

Your descriptions of these people are real, and the testimony of these people can help you because they have very similar backgrounds. You need to emphasize the "commonalities" of these people and your potential clients, not their specificity. Also, you have to teach old customers how to depict results, do not say "expresses is great, grams Asia-Pacific, expresses is the best I have ever seen", no use! Should say: "Expresses's ' fish pond ' theory is very magical, I use the first time to produce ' what ' effect." Expresses's leverage technology is very good, last week I and a partner has reached a ' what ' agreement. ”

In short, the results are as concrete as possible. The more you give him general things, the more he thinks you're fake. Specific things are different, not easy to do false.

The fourth step is to stimulate desire. In the sales letter, the "bullet-head" paragraph is the role of "stimulating desire." They have a certain style of writing, such as short sentences to be wonderful, to "focus" on the potential customers need most of the interest point. "Bullet-head" paragraph needs a certain amount, generally at least 10 paragraphs above, only effect.

Of course, sometimes also look at the situation, for example, my letter is to collect the customer list, then I can write less, such as 5, 6. But for a long letter, you need to write more than 10, which will be effective. You need to think, you need to break down the product into various points of interest, and then use the language of the client to describe the most important thing is to "depict the results." All my bullets are drawing results. Each paragraph gives you a "result."

1 "Bullets" also have effect, but the power of the 10 superimposed is even greater.

We tested it in America. Many people read "bullet head", often have not finished reading has made a purchase decision, why? Because his desires are stimulated, this is very important! Of course, you also need to strike a balance: the balance between attractiveness and credibility. Do not, the value of this thing to shape so high, so that is not credible, it is in the "hurt" himself.

The fifth step urges the other party to take action. If the client does not act, you will write this letter in vain.

At the same time, you let the customer take action to "the simpler the better, the more specific the better, the more clear the better." You must not let him do a lot of "hard" to buy your product, if you do so, you are depriving yourself of the right to make more money!

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