Today we are going to talk about how to create irresistible hooks.
This is the one thing that is just completely missing right now in a lot of people’s sales copy, in their marketing and in their products.
This is an axiom in my business:
Never Sell or Create Anything Unless it has a Hook
And that’s just more than your sales copy.
You’ve now learned all the main keys of writing a persuasive sales letter.
Now let’s pull it all together so you can see how the pieces fit.
Here’s a template you can use…
You probably know a postscript by its abbreviation: P.S. And while the postscript seems a bit like an afterthought, it’s actually one of the most important parts of the sales letter.
Here’s why…
While your ultimate goal is to write a compelling, “sit on the edge of the seat” letter that keeps your prospects hanging on your every word, the truth is that not everyone will read the entire letter.
Some will read the headline, let their eyes scan the page as they scroll down quickly, and then they’ll read the postscript. And that means the postscript is often the second-most read part of your letter (right behind the headline).
You’ve presented your call to action (pull) and handled the last minute price and “what if it doesn’t work?” objections.
Now we get to the “process” part of your sales letter, which is where you take the order.
The purpose of this part of the letter is straight-forward.
Namely, you once again tell your prospect how to order, and then you give them the means to do so. For example, you’ll now provide at least one of the following:
Earlier, I told you that another common objection people raise has to do with a money-back guarantee.
The objection is usually something along the lines of, “What if this doesn’t work for me?”
And your answer is: “You’ll get your money back.”
This is your promise… your guarantee. It’s also referred to as a risk-reversal, because it takes the risk off your buyer and puts it squarely on your shoulders. And that means your buyer has nothing to lose by ordering from you.
The purpose of an offering a promise is to help ease your prospect’s mind and remove any major objections. The benefit to you is that a strong promise often boosts your conversion rate. Better yet, a long guarantee often reduces your refund rate!
Bottom line, you put (and keep) more money in your pocket!