Your attention getting
pre-headline can go here to
setup your main headline, it
should not take up more than
2 or 3 lines and half way
"Your Benefit Oriented Main Headline
Goes Here, It's A Good Idea To Make
It In Quotes, Capitalize Each Word,
And Make It An Inverted Pyramid
By Adjusting The Line Lengths
Using Shift-Enter At The
End Of The Lines"
your first sub-headline to amplify
or competitive positioning of your
November 9, 2008
From: Firstname Lastname
RE: Attention getting topic line
This is your
opening paragraph, it should draw
your reader into your page, hold
their interest, and make them want
to continue to read. You could tell
them the two or three major benefits
they receive from reading this
letter, or you could state a little
know fact or ask a question that
creates curiosity as to what you're
about to reveal to them.
Sub-Headline Into All The Benefits
Now you want to
pile on all the benefits your reader
receives, like this:
This is not
the time to make a list of the
features of your product or
service. No, you need to tell
them the end result they get
from those features... the
benefits, and notice there is no
period after each of these
bullets, you may use an
exclamation point, but sparingly
are the positive results your
are the characteristics and
specifications of your product
To help you
come up with benefits, start off
by listing all the features of
up with the resulting positive
benefit that your customer gets
from that feature
way to see how to do this is to
look at successful salesletters
have your benefit list, make a
list of them in your salesletter
using headlines as Benefit
Bullets. It's kind of like a
rapid fire presentation of the
major benefits your customer
gets when they buy your product
And you can
see I've alternated font
settings to help give a little
visual relief... (bold, then
default, then bold, then italic,
Sub-Headline Into Your Irresistible
primed and ready to hear your offer.
And if you're good, you'll make them
an irresistible offer.
An offer that provides more
resulting value than the money you
are asking them to spend with you.
In other words, a terrific deal for
In addition to your product, you may
build more resulting value to your
offer by including special bonuses,
a longer guarantee, after the sale
services for free, special package
And make sure to tell your customer
all the reasons why these extras are
valuable to them. Just like in
telling them the benefits of your
main product, you must also tell
them the resulting benefits they
receive from the added bonuses
you're offering them.
Away Their Risk...
Give Them Your Guarantee
overcome their last fear of
You've got to reverse the risk.
You, the seller, must take the risk
in this transaction.
You give them your 100% money-back
guarantee, and for the longest
Think about, isn't that what you
want when you make a purchase?
You want to be assured that if this
doesn't work, or if it's not what
the seller has promised, that you
can get your money back without a
Most likely you already will refund
money to someone who is not
satisfied with your product or
service, life's too short to have
unhappy customers, isn't it?
So all I'm saying is promote your
guarantee, make it an integral part
of your offer.
Sub-Headline Into Warning - It's In
Limited Supply... Tell
Them, They'll Want It Even More (The
Now let's time
to poke and prod just a little.
You've answered the reasons why and
helped justify their buying
decision, but still they need
another emotional stir to get them
to take action.
Enter in... Scarcity.
People will buy now, if they believe
what you're offering them is scarce.
Now it may be the number of these
you have available for sale, it may
be a time limitation, it may be that
your pricing is going up... whatever
it is, you must tell them they need
to take action now, or miss out on
Them Exactly How To Order Now
It's time to
tell your reader exactly what to do
... Buy! And how to do it.
You must give them precisely the
how, what and when of ordering ...
and do so in a very clear manner.
Don't confuse them now, they've
already decided to buy, and now it's
your job to make it easy for them to
Let them pay you. Take their cash,
check, credit card... by internet,
phone, fax, in your store or office,
or by mail.
Let them order whatever way the
want, but let them order.
And tell them exactly how to do it.
Click the Buy Now
Secure Your Low
Sub-Headline Into - Tell Them
Happens If They Don't Order Now
reader what's going to happen if
they don't order right now.
Tell them how they will miss out on
getting all the resulting benefits
you're offering, how they will still
have their same problem to solve,
and how their problem will only get
Remind them of their pain, and how
it will continue, and get worse
without take buying action.
And then end
this section with something like...
Go ahead and
order right now, I know you'll be
happy you did.
Firstname signature graphic here)
P.S. In PS one,
you want to restate your offer,
discuss the major benefits and tell
them to take action now.
P.P.S. In PS
two, you want to restate the
scarcity factors and what pain they
will continue to feel if they don't
P.P.P.S In PS
three, reemphasize your ultimate
benefits, restate your guarantee,
and anything else that would matter
in closing the sale, and tell them
to order now - your PSs are a quick
summary of your salesletter ... all
in rapid fire sequence ... and it's
probably the second most read part
of your ad or salesletter.
Firstname Lastname - Your Company or
Your mailing address and/or physical
address, City, State, Zip
Phone: 999-555-1212 Email: you AT