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How to Create a Killer Sales Letter - Part Two

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Author: Matt Bacak

Have you written a sales letter for your product or service? The first half of your sales letter should contain: a headline, subheading, salutation, and short opening paragraph, evidence of your credibility, testimonials, mini-headlines, and more testimonials. Does the first half of your sales letter contain these items?

Let's discuss the items that you should include to finish you sales letter. These 8 items should come after your second set of testimonials. Therefore, the first item we will discuss is actually the ninth item in your sales letter.

Sales Letter Item #9: FREE BONUS. Every customer wants to feel as though they are getting a bargain. Offering free bonuses is a great way to entice customers. Write down the estimated value of each bonus so that the customer can see the extra value they will receive free. Be realistic about the bonus values. A proven way to increase sales is to create a sense of urgency in your offers. For example, you can offer a free bonus on a limited basis which creates urgency and kick starts a sale.

Sales Letter Item #10: MONEY BACK GUARANTEE. A customer is more apt to buy your product or service when you offer a money back guarantee. Provide specific details as to how they can return the product or service with "no questions asked". Allow your customers to return your products after six months or longer. This may seem like a long time, but research has shown that longer refund periods actually lead to fewer returns.

Sales Letter Item #11: PRICE. It is crucial to reiterate exactly what the customer will receive before you display the price.

Sales Letter Item #12: PAYMENT INFORMATION. Inform customers of what type of payments you accept, such as credit cards, Paypal, check, phone order, etc. Provide specific instructions as to how they can pay. It is recommended to accept American Express because big ticket spenders often use this type of credit card.

Sales Letter Item #13: INSTALLMENT PLAN. This item is optional, depending upon your preference. You can offer an installment plan of smaller payments to customers. Be wary of using an installment plan because some customers will only make one payment and then cancel. They already have your product at this point, so you have lost money.

Sales Letter Item #14: THE WARNING. You should warn customers that if they don't order now, the price of the product or service may increase or the number of copies of the product will run out. This causes a sense of urgency pushing the customer to act now.

Sales Letter Item #15: THE CLOSING. Provide specific instructions as to what you want the customer to do. For example, you can say, "Pull out your credit card right now and click on the link to buy this product."

Sales Letter Item #16: POST SCRIPT (P.S.). You should restate the offer in the post script. Research has shown that many potential customers read the headline and then skip to the post script. They do this to help them decide if they should spend time reading the sales letter.

Your sales letter is one of your biggest marketing tools. Spend time writing it and make sure to include all 16 items so you will have a killer sales letter that will knock the socks off your competition.

About the author:

Matt Bacak, The Powerful Promoter and Entrepreneur Magazine e-Biz radio show host, and now a "#1 Best Selling Author" in just a few short hours, has helped thousands of clients target his specialty, opt-in mail direct marketing systems. The Powerful Promoter is not only a sought-after internet marketer but has also marketed for some of the world's top experts whose reputations would shrivel if their followers ever found out someone else coached them on their online marketing strategies. For more information, visit Bacak's site at or sign up for his Powerful Promoting Tips at

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