Every page on your website, and every piece of marketing material you produce has a desired action and a purpose. Whether your objective is to create a desire for more information, to contact you, or to purchase something the success of your letter depends on the response it elicits.
Sales Letter or Landing Page – What’s the Difference?
A landing page is a page on your website which has a single goal. The goal might be simply to capture your visitor’s address by getting them to sign up for some benefit, it might be to get them to contact you for more information, or it might be to get them to click on a “Buy” button and purchase something.
In any case, it is designed to accomplish a single purpose, and it deliberately avoids any distractions that might prevent the reader from following through. Long or short; simple or complex; video or text;
Landing Pages are written to engage attention and compel action.
An online Sales Letter is a more complex version of a Landing Page:- It may be part of a landing page – or it may culminate in a landing page. An online sales letter may lead you through several pages in careful sequence to increase its effect.
Offline, a Sales Letter may be simply a 1-4 page letter leading you to mail in a form, call a telephone, or go to a web page. However, it might be a lengthy magazine-type article packed with graphics, information, and colourful boxes – all designed to lead your readers to a specific action.
What Does The Perfect Sales Letter Look Like?
The short answer: – it depends!
The perfect sales letter or landing page looks different depending on who you’re mailing to, and what you’re selling.
That’s why your copywriter needs to do a lot of specific research about your services, and your target audience.
Writing to the Prospect, not the Business Owner
You know your own product best, so you may leave questions unanswered. The perfect sales letter will tell your prospect everything he needs to know so that he is ready to buy.
- Have you ever looked at a product description and found it left questions unanswered?
- Have you ever called a company to ask your questions and found that they don’t know the answer either?
I have, and it doesn’t help me make a decision.
More and more successful companies are providing all the information prospects need to make expensive, complex purchases without ever speaking to a sales person.
If you answer all the questions that your prospect has, then they know that you are a credible, innovative company that has a deep knowledge of your specialty, and that builds confidence in your business.
Automate your sales process and increase your reputation with informative and action-oriented sales and landing pages.
