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How to Make Money While You Sleep Part III - How to Create A Webpage That Sells

Updated on August 21, 2012

Create a Compelling and Potent Message

Now it’s time to approach the exciting part of making money while you sleep. We have our niche market and we have created a product that the market wants and now we must create a strong and compelling message that will influence people to buy the product we are selling.

The skill of writing a sales message that converts into sales is known as copywriting, and is the most powerful marketing skill you will want to learn and have in your marketing business tool box.

Copywriting is described as ‘selling in writing’. The word ‘copy’ represents ‘text’ or ‘words’.

The words you use on your website, blog or advertisement represent you and are the only way you can communicate with prospective customers. These words not only represent you, but they are also your shop window, your offer, your business. That is why they must be exciting, inviting, credible, helpful, precise and transparent.

In this Part III I am going to reveal how to write a sales message to captivate prospective customers.

Step-By-Step Guide On How to Write An Effective Sales Letter

There are variations on the best way to write an effective sales letter. Most marketing experts recommend the AIDA formula which stands for:

  • Attention
  • Interest
  • Desire
  • Action

There isn’t anything wrong with this formula but I believe it doesn’t delve deep enough into complex human emotions sufficiently. I therefore followed a formula developed by Brett McFall called BURPIES but tweaked it a little bit to suit my needs. You may do the same with my formula!

My formula is GIGGS, which translates as:

  • Gain attention
  • Incite Imagination
  • Giveaway bonuses
  • Generate an Exclusive offer
  • Sign seal and deliver


How to Gain Attention

This is probably the most important aspect of generating interest in your product or service; gaining the attention of prospective customers. First thing you need to do to attract attention for your website, article, blog, product or service is to create an attention grabbing headline that makes people want to read further.


Headlines are the first point of contact and the first thing that people see when viewing your webpage. Interestingly, it has been estimated that approximately 80% of people only read the headline of a website and do not pursue further investigation. This means that if you do not have a headline that tempts browsers to read your website you will lose 80% of online searchers, which is quite a lot. So how do you capture that 80%? By creating a headline that:

  • Gives browsers a reason to stay on your webpage
  • Arouses curiosity. The headline should offer some sort of benefit and arouse interest that makes you think. For example: ‘The Amazing Secrets of How a 65 Year Old Woman Looked 20 years younger Without cosmetic surgery’ Gives readers the benefit of discovering an amazing secret and arouses curiosity to make them think ‘I wonder if that is true’.

The main consideration you have to bear in mind when creating your headline is that it makes a Big Promise to prospective customers.


  • What is the biggest benefit your product or service offers?
  • What is the biggest problem your product or service solves?
  • What exactly does your product or service offer?


In 3 sentences try creating your own unique headline that has a Big Promise, benefits the reader and arouses their curiosity.


Incite Imagination

The next area you need to tackle is motivating your visitors to use their imagination in relation to your product or service.

Remember back to a time when you made a purchase of something you really liked and how excited you felt about it, and what you thought other people would think about your purchase. These thoughts are not unusual as many purchasers think this way and not only look for approval from others but also wonder about the consequences of their actions. For example; we conjure up thoughts of what it would be like to drive a brand new car, the smell of the sumptuous leather and how fantastic we feel when showing it to family and friends. These are all thoughts that make us excited about our purchase.

Similarly you want your prospective customers to experience this feeling before they purchase your product or service.

Therefore in your sales letter you should use words that motivate your readers to imagine what they want to experience.


‘Imagine being able to set your own hours
doing what you love – Making Jewelry
And doing it when it suits you
And can you imagine how great
It would feel if you got PAID to do this?’


Give Away Bonuses

This is when you tell your reader about all the wonderful things they are going to obtain when they buy your product or service.

The best way to tell your readers about the wonderful things they are going to receive is by displaying the information about each bonus in bullet point form. You should make it interesting by focussing on the product’s benefits and by displaying the usual price crossed through and the word ‘Bonus 1, 2 or 3’ in red.


Bonus 1 (Red)
Gold Leaf Plated Sheets
Usual Price $27(strikethrough)

Everyone loves to receive benefits and freebies and bonuses are the best way to do this.

One of the reasons many webpages do not get sales is because they forget to give away bonuses and they highlight the features of the product or service is. Rather they should concentrate on how the reader will benefit from the features.

For example:

1. Brand new Mercedes with air bags made from the strongest fibre and concealed under the wheel on the driver’s side and under the dashboard on the passenger's side.

2. Brand new Mercedes with custom fitted air bags that disperse on impact, protecting and saving lives from hurt and pain in an accident. 99% certified protection by the Car Manufacturers Federation.

Which car would you buy 1 or 2?

Discussing the features of the product is telling your reader about its components. However, a benefit will tell your reader how the feature will solve their problem. A website without descriptions of the benefits will not only make the page boring but it will also lose sales.

So remember to give away bonuses and describe the benefits of the product or service in your sales letter.

Generate a Special Offer

We all love a bargain, regardless of how high the price may be we still love to negotiate to get a good deal. Therefore, you must create offers that people cannot resist. If you have followed the previous section you already have bonuses galore on your sales page, now is the time for the Pièce de résistance, the exclusive offer.

For example, with your jewelry making kit you can add 5 bonuses of products that are necessary for the jewelry making process; but then you top it off with an exclusive offer, that if a prospect purchases the jewelry making kit with 5 bonuses of products they will need, you will add a key product e.g. a soldering iron, at a special price for a limited period of time.

Now, the reader is going to consider the benefits he/she will receive, which are that they do not have to purchase any other individual products needed to make jewelry because everything is included in the Jewelry making kit plus bonuses and special offer (which can cost more than the kit is worth if bought individually). This scenario will inevitably lead to a sale.


Signed Sealed & Delivered It’s Yours

By the time you reach this stage of the sales letter your readers should be quite keen and excited about buying one of your products.

This is also the time when you endorse your product with testimonials about its efficacy.Here you should display photos of satisfied customers with their comments and copies of actual earnings if it is a money making product you are selling.

Include a strong guarantee. This is essential and should be displayed at the end of the sales letter offering 30 or 60 days guarantee.

Finally, you should prompt your visitors to action and tell them to order now and explain how they can do so. I find the best way to do this is to set out a small summary about the great benefits of the product or service they will receive if they take advantage of the offer now.

There are two schools of thought on displaying price. Some webmasters add the price at the very end of the sales letter, but this can lead to a visitor who has been searching for a particular product to simply scroll down to the bottom of the page to check the price and not read anything about the bonuses that you have on offer.

Other webmasters place an opt-in form which captures the visitors name and email address, so even if they scroll down to find the price and it’s not there, they will scroll back up and read the sales letter, after which they can enter their name and email address and be instantly taken to an order page. By this stage they are usually ready to purchase.

I must admit I prefer the second scenario as it enables me to capture the vistors details to which I can send follow-up emails.

OK I'm sorry there is a lot to consider in Part III, but I hope that by following the GIGGS principle you can write a sales letter even if you have never written one before. You can also apply the GIGGS principles in this section to your hubs, articles, blogs and webpages.

Once again, I will say, if you cannot create your own sales letter there are many online companies such as Elance, O’Desk, Freelancer, Fiverr etc who have freelance writers who can create one for you.

See you next time for Part IV - Design A Website That Converts Prospects Into Purchasers

Previous Instalment - How to Make Money While You Sleep Part II (B)

How to Make Money While You Sleep Part II (A)

How to Make Money While You Sleep Part I


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    • editorsupremo profile image

      editorsupremo 5 years ago from London, England

      @Esther Strong. I try to write my articles and blogs in way that can be understood by everyone. This method of writing probably comes from trying to get away from my legal background where everything is written in legal terminology you need an interpreter! Benefits are the only thing your prospective purchaser is interested in. Remember they only want to know 'what do I get out of it'.

    • Esther  Strong profile image

      Esther Strong 5 years ago from UK

      You have the gift of explaining things in such a way that a layperson can relate and act on. I particularly liked how you emphasised the importance of describing benefits as well as features. Voted up and more.

    • editorsupremo profile image

      editorsupremo 5 years ago from London, England

      @Jenna. Great I'm glad it has helped.

    • Jenna Pope profile image

      Jenna Pope 5 years ago from Southern California

      This is very helpful. I have bookmarked it for later use. Voted up.

    • ChristyWrites profile image

      Christy Birmingham 5 years ago from British Columbia, Canada

      Your hub is very good at explaining how to sell an item and fits well into the useful series! You touch on many excellent ways to bring attention to a product. I vote up and will share too. Thanks for all of your hard work!

    • editorsupremo profile image

      editorsupremo 5 years ago from London, England

      Thanks for passing by to read my hub and leave a comment.

      I just liked your onine writers page and shall keenly watch for any insight.

    • intriguewriter profile image

      intriguewriter 5 years ago from worldwide

      This hub is fantastic! So much insight and a wealth of knowledge into the topic! Brilliant, I am going to be sharing this amazing hun on my FB page and on my other pages. I can see you have a facebook page for making money writing I have one for online writers so I am going to like that page! I am miss e damoah on facebook. So keep in touch!

      Edina Jackson

    • editorsupremo profile image

      editorsupremo 5 years ago from London, England

      Thank you nicole for your supportive comment. I use the GIGGS formula for all of my projects and it works perfectly every time. All browsers subconsciously want to know one thing when reading a websie, 'what benefit will I get from this product or service' and ii is your job to provide the solution.

    • nicole-cw profile image

      nicole-cw 5 years ago

      Thank you for the great advice! I will definitely implement your GIGGS formula the next time I write a sales letter. I also liked how you differentiated features from benefits. Voted up!

    • editorsupremo profile image

      editorsupremo 5 years ago from London, England

      Comment much appreciated Pro-Hubber

    • Pro-Hubber profile image

      Pro-Hubber 5 years ago from Florida

      great hub..

    • editorsupremo profile image

      editorsupremo 5 years ago from London, England

      Thanks Peter.

    • petertebin profile image

      petertebin 5 years ago from Maryland

      Keeping up the good work! Voted up and very great information like always!

    • editorsupremo profile image

      editorsupremo 5 years ago from London, England

      Rajan Jolly, that is great. I am always pleased when one of my hubs helps a hubber in their writing. Thanks for mentioning it in your comment and for your voting support. Keep an eye out for Part IV when you will learn the art of designing a website.

    • rajan jolly profile image

      Rajan Singh Jolly 5 years ago from From Mumbai, presently in Jalandhar,INDIA.

      Editorsupremo, this is an excellent hub. Very well explained and illustrated beautifully with examples. I like your 'GIGGS" formula. It may surprise you to note that based on your formula, I wrote the title and the opening paragraph for a new hub of mine on 'benefits of broccoli'. I think this paragraph should make the readers want to go through the entire hub to get the benefits.

      Many thanks for sharing this idea and giving me an idea to layout my hub in a different way.

      Voted up and pushed all the buttons except the funny. Shared this hub too.