- Business and Employment
How to Make Money While You Sleep Part III - How to Create A Webpage That Sells
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:
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.
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.
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