Customers always prefer it if you are clear about what you want them to do. They don’t like to have to guess your intentions.
For example, in a sales letter you shouldn’t suggest, but demand how your reader should act. This is referred to as the Call to Action (CTA) and it is the most important part of your sale letter. Everything preceding your CTA should be pushing your reader into taking the action you want them to take: Namely, to purchase your product.
The CTA must be very clear and very direct. There needs to be no ambiguity as to how you want your prospective customers to act. It is a critical point in the flow of your sales letter. If there is anything confusing or not crystal clear in your CTA, you risk losing your customer forever.
Demanding a Response
In your CTA, you don’t want to ask your customers to buy your product. You want to demand that they buy your product by presenting it as the only possible solution to whatever product they are experiencing. After you set up the problem, introduce your product as the solution, explain the benefits they will receive if they purchase your product, offer social proof that explains how your product has already improved the lives of others or received the endorsement of authoritative people, offered bonuses to add value to your offer, and offered an unconditional guarantee, there should be no other course of action for them but to buy your product.
Often, the phrase “So what are you waiting for?!” is used right before the CTA. This is often the final push your prospective customers need to act on your clearly-defined CTA: To click on the link to buy your product NOW!
It’s All in the Formatting
Your sales page should be immediately identifiable as a sales page. So you want to avoid strange or unusual formatting that your readers may find off-putting. It’s a good idea – for a lot of reasons – to look at the sales pages your competitors are using.
You can often get formatting ideas from these pages. Another option is to run a Google search on high-converting sales pages and then “borrow” the formatting of those pages for your own. If they are already working for somebody else, those formats probably will work for you as well.
Picking the Best Colors and Fonts
Use standard, neutral colors and familiar fonts on your sales page so that you don’t alienate your visitors. Remember, when they arrive on your page, they are not yet familiar with your product. Do whatever you can to set them at ease.
Video sales letters are another option for you to consider. You don’t need a lot of expensive equipment to create high-converting videos. Your laptop or PC probably already has a built-in camera. It may even be high definition.
If you choose to use a video sales letter – or include a short video on your sales page – write a script that includes all the key elements of your sales letter because the sales techniques are the same for video as they are for text.
Closing the Deal
If your CTA is clear and forceful, your pricing provides a lot of perceived value and is neither higher nor lower than your competitors, and you have engaged your reader on an emotional level to prove that your produce is something they can’t live without, then your sales letter will convert well.