Boost Your Response

No doubt you’ve heard Outback Steakhouse’s catchphrase, “No rules.  Just right.”  Well, when it comes to salesletters, the “no rules” approach definitely doesn’t apply.

There are certain rules you should follow if you want your ads to get the best response possible.  Here are four …

Rule #1: Be interesting

Include a headline that grabs the reader’s attention.  If your prospect is not interested after reading your headline, he most likely won’t read the rest of the ad.

Once the headline has grabbed the reader’s eyeballs, give him a reason to read the rest of your salesletter.  Start off with a story, or talk about the pain he’s in.  Above all, don’t be boring.

Rule #2: Be believable

One of the reasons prospects don’t buy is because they lack confidence in the sales message.  So make sure what you write in your ad is believable.

When you make a claim, prove it.  If you quote the results of previous buyers, be specific.  If you think your reader will doubt something you say, give him a reason why.

Rule #3: Use scarcity

Often times, it’s not enough to merely convince your prospect.  Use scarcity to compel him to click the buy button.

Scarcity comes in two flavors: time and quantity.   Limit your offer to a certain period of time.  Or limit the number of items available.  And always be truthful.  Buyers can smell fake scarcity a mile away.

Rule #4: Make your offer irresistible

Other than the headline, your offer is the most important part of the ad.  Make it irresistible.  So irresistible, in fact, that a prospect would have to be “brain dead” not to accept it.

Establish overwhelming value in the prospect’s mind.  Give an off-the-wall guarantee.  Include high-quality bonuses.