Not so long ago, when the computer was first mass-produced for selling to the public, a lot

of industry experts predicted that nobody will want a box that does nothing besides handling

data and hogging up the entire garage. They were obviously wrong – nearly every household

will have at least one computer in the US, and most even have two or three desktops!

This little bit of history tells us that no matter how good your product is, you cannot earn

even a penny from it if you have a lousy salesperson. Likewise, no matter how good your

product is, you cannot sell even one copy of it with a weak salesletter. Hence, it is vital

to have a compelling salesletter that will pull the prospect right into it and see clearly

the benefits that are presented against the very reasonable price you are charging.

A good salesletter will first catch the attention of the reader by resonating with the

reader’s needs and desires. That’s why you often see headlines such as “Have you ever

felt…” or “Does … sound familiar”? They work because they empathize with the reader’s

needs, problems or desires. The Internet is like a very busy freeway and everyone’s in a

rush. Only a strong headline like that in big, bold letters will stop your target audience

dead in their tracks to read through your salesletter.

Once you’ve obtained your reader’s attention, you want to spend the first few paragraphs on

telling your story – how you have gone through what your reader probably has, the agony of

the whole experience, etc. Once you get your reader thinking “he’s one of us”, you would be

perceived as an understanding individual offering a solution and not an anonymous marketer

looking to sell his product.

Next, you have to elaborate on the benefits of the product you are selling. List them all on

a piece of scrap paper until you have quite a long list; then write your salesletter from

there. In your salesletter, highlight the benefits in point form and elaborate on each

benefit. Be sure to point out how your product helps the reader instead of pointing out the

features of the product. For example, instead of saying “this gizmo cures headaches”, say

“this gizmo can relieve your headaches”. Make it relevant to the reader.

Then, write a paragraph or two on how the reader’s

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