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How To Make Your
Sales Letter or Landing Page
Convert Like Crazy and suck up cash like a vacuum cleaner

IT’S SUCH A SAD FACT…

90% of the sales letters (or sales landing pages) on the internet today…
simply don’t produce any meaningful sales…

THINK ABOUT THAT… LET IT SINK IN!

For many entrepreneurs their sales message is so poorly written that their businesses fail…

Yet the decision of having your sales letter or landing page being a raving success,or a total failure, is totally in your hands.

HOW TO WRITE A SALES LETTER

A sales letter should be just like a woman’s skirt….
“long enough to adequately cover the subject… but short enough to still be very interesting”.

When someone lands on your internet sales letter and/or landing page (or receives your written sales letter) they have their finger still poised “at the ready”… still on the mouse button, finger muscles tensed and ready to quickly click away.

If their total attention and interest are not powerfully instantly grabbed

WITHIN THE FIRST 3 SECONDS OF THEIR LANDING ON YOUR SITE
OR OPENING YOUR MAILED LETTER

(at the absolute outside max)… they simply click away…

SAY GOODBYE TO YOUR POTENTIAL CUSTOMER, LOST FOREVER.

The possibility of your sales letter being read>
CAN BE INCREASED BY AS MUCH A 90%

by powerfully crafted, attention grabbing, compelling, mesmerizing, headlines, and sub headlines…

that jump right off of the page, and PULL the reader in, and make them reader feel… “wow, I really want to find out about that”.

FOR YOUR SALES LETTER TO SUCCEED
YOU MUST UNDERSTAND THE “3 – 30 – 3 RULE”

That copywriting rule states that…

When someone’s eyes first hit your sales letter or sales page, you only have a maximum of 3 seconds to catch their interest and pull them into the letter enough to cause them to decide that they will spend the next 30 seconds reading the first copy blocks.
The first few copy blocks of the letter (which copywriters call the “lead”) must then build enough interest within the reader to cause them to desire to spend the next 3 minutes reading the entire letter.

THE ONLY JOB of the headline…

Is to grab someone’s attention, interest them, and cause them intense desire to want to read the first copy block of the letter… THAT’S THE HEADLINES ONLY JOB.

BUT!, even if the headlines, sub headlines, and first copy block, are powerful enough to interest the reader and start pulling them deeper into the letter within that maximum first 3 second window…

You’re not even close to being out of the woods yet.

Because within a maximum of the next 30 seconds after that… if the beginning of your sales page doesn’t give the reader the feeling that they have a compelling reason to stay… that the page is already meeting, or will probably meet, their expectations…

quickly say goodbye to them once again…

they are off to the your competitors site.

And, we are only into the first 33 seconds of your letter.

Are you starting to see that your sales letter has a lot of work to do…
to accomplish profitable levels of sales for you?

IT’S UNFORTUNATE BUT…

Even if you have the most fantastic concept, product, or service, on the planet… simply writing any old sales letter telling the world about your amazingly fantastic product, or service…

IS JUST NOT GOING TO PRODUCE SUFFICIENT SALES…

The marketing “graveyard” is littered with fabulous products.

SORRY… it’s not about how great your product, or service, is…
It’s about how great the sales letter is…
IT’S ALL ABOUT THE SALES LETTER.

Proven professional psychological sales copywriting techniques and sales presentation psychology must be structured in and utilized…

In just the right spots, at just the right times, in just the right amounts, all throughout the letter…
or the reader loses interest, clicks away, and moves on to your competitors site… or sales/landing page.

The letter writer must have a “6th sense” understanding obtained from years of making live sales presentations themselves (during my career, I have made tens of thousands of live, in person, sales presentations) that the reader is really interested in the benefits they obtain from your product (service), not in the products technical features…

As an example…

SELL THE “WHAT’S IN IT FOR ME” BENEFITS!!!

(sell the “sizzle” and not the steak)

as examples:

Which would you rather have, a bottle of powerful, high-foaming ‘wash and car wax’ which will clean the most stubborn traffic film and grime from vehicle exteriors while depositing a tough, protective, shiny wax coating,

OR… A SHINY CLEAN CAR?

What about this?... A cordless drill with maximum torque 310 in-lbs, no load speed, 0-400 / 0-1250 rpm, variable speed and reversing, multi-grip trigger,

OR… A HOLE IN THE WALL?

Or this?... Do you want a sequential three-piece marketing campaign, linked to a two-step engagement model, followed up with an automated series of 16 auto responders,

OR…A TRAY FULL OF HOT QUALIFIED LEADS?

You don’t buy a new computer because you want a Quad Pentium CPU, a 500 GB hard drive and 3MB of RAM. You buy it because you want to work faster, play your games quicker, or run some new application, which needs the new PC.

You buy insurance to protect yourself against financial loss, not because of clause (12, iii a) in the middle of the terms and conditions.

OK, you get the idea; buyers are motivated by the end result…
not necessarily how they get there.

THEY WANT THE BABY, NOT THE LABOR PAINS!

How they get their needs met will become important but only AFTER they’re interested, but they will only become interested if you talk about how the product solves THEIR needs and wants FIRST. You must focus on the ultimate benefits your prospect receives from the product… not it’s technical points.

In analyzing buying habits… people buy things that move them away from pain (of any types, including emotional pain, or social pain) and towards pleasure.

(As an example… keeping up with the Jones’s is really pleasure).

People usually don’t buy out of fear… they usually buy whatever moves them more toward a feeling of pleasure… or a relief of their pain (physical or emotional).

Most people won’t spend a penny to protect themselves from getting sick… but once they are sick, they will spend a fortune to cure the problem.

As another example… people usually won’t spend any money to protect themselves from getting fat… BUT once they are fat… they spend mega fortunes on diets and diet products.

Search engines offer the readers so many choices... too many…. perhaps hundreds… sometimes even thousands. Your prospects will leave your page in “half a heartbeat” and move on to the next choice.

What most sales letter writers don’t understand… is HOW the typical reader actually reads the sales letter or landing page. The typical sales letter (or sales landing page) reader reads the headlines first… and from that alone, makes the sole determination if they are interested enough to continue on into the letter.

Most headlines on sales letters and landing pages
chase away 90% of all potential readers.

THEREFORE, THE HEADLINES (AND SUB HEADLINES) ARE THE MOST OFTEN READ PART OF THE LETTER. They can make, or totally break, the letter for you.

Here is a most important little known fact…

THE 2nd MOST OFTEN READ PART OF THE LETTER

But, what the novice SALES LETTER WRITER doesn’t understand is HOW the typical reader actually reads the sales letter. BECAUSE THE NEXT MOST READ PART OF THE LETTER IS THE ENDING (I’ll bet that you did not know that)… you know, all those PS’s after your signature block at the very bottom of the letter.

That’s right… the typical reader first gets pulled in by the headlines… AND THEN NEXT SPEEDILY SCROLLS DOWN TO THE VERY BOTTOM OF THE LETTER… NOT REALLY READING… JUST SKIMMING… trying to see if actually reading the letter would be of interest to them.

Therefore, sales letters should be written with captivating sub headlines all the way down… to keep the interest of the “skimmers”.

Along the way, while quickly skimming, while scrolling down… if the reader does not feel that the letter is going to meet their expectations…

they click away and never reach the bottom.

THE TYPICAL READER WHO ACTUALLY GETS TO THE BOTTOM OF YOUR LETTER…
THEN COMES TO A FULL STOP AT THE BOTTOM OF THE LETTER…
AND ATTENTIVELY READS THE PRICE, AND ALL OF THE PS’S
BELOW THE SIGNATURE BLOCK NEXT.

Those P.S.’s are the next most read part of the letter.

If the PS’s at the bottom were crafted with enough great selling strength, a summation and mini sales letter within themselves, to interest the reader… the reader then scrolls back up to the top of the letter and now really reads the entire letter more carefully.

If the PS’s at the ending were not properly crafted with professional selling power

the reader clicks away… AND YOUR SALE IS LOST AGAIN.

Do you see how easy a non expertly written sales letter
can cause you to loose a sale?

Similar techniques must be used to keep the reader constantly interested… and keep “pulling” them deeper and deeper into the sales letter/landing page… and kept them totally interested all the way through it, or they leave in the middle.

The letter must also rise above all the “noise” on the internet from all the other millions of web pages trying to sell things.

Then, if the prospect ever finally gets to the end of the sales letter, the 2nd time down, don’t breathe easy and smile… don’t count the money yet… You’re still not anywhere near out of the woods, …

BECAUSE WE NOW HAVE ANOTHER REALLY BIG PROBLEM…
Probably one of your biggest problems

The reader would like to procrastinate, it’s human nature…

and not have to make a decision right now. They would like to be able to go away and think about it for a while. They are sure that they will come back later and buy,

“just not right now”.

The big problem is… that statistics show that 95% of the people that actually want to buy your product… but leave the site to “think it over”…

simply never return to buy.

They get busy, get distracted, forget all about you, and just never return… your sale is lost forever.

Therefore,… don’t think that it is low class, or rude, to push hard for the order right now. Don’t be shy, and don’t be afraid.

If you don’t push hard, real hard, with every emotional, motivational tool, strategy, tactic, and technique, that you can think of to cause them to buy (or to take whatever action that you desire of them) right now, on the spot!…

if you let them escape “to think it over”, THE SPARSE SALES THAT THE LETTER WILL ACTUALLY PRODUCE FOR YOU WILL JUST NOT BE WORTH THE EFFORT.

You want a top professional to craft your sales letter and/ or landing page... someone with decades of very successful professional experience crafting tons of sales programs that have produced multi millions of dollars is sales.

The difference in financial rewards to you can be astounding.

Some sales letters pull in millions of dollars. Some sales letters don’t even pay for the cost of the space that they take up. WHICH DO YOU WANT?

The amazing thing is that you really do have a choice.

The success of your sales letter typically has little to do with the product…
It mostly depends on who writes your letter.

What most people who set out to write a sales letter don’t understand…

is that A SALES LETTER IS NOT CREATIVE WRITING to be written by an English major. It is actually a highly effective, psychological, step-by-step… Very POWERFUL expert sales presentation…

THAT JUST HAPPENS TO BE IN PRINT.

A powerful sales letter that actually converts well, is not simply some clever fancy word crafting done by someone with a creative writing, or journalism, degree,…or a writer with lots of general writing experience…

IN ORDER TO CONVERT

IT MUST BE SKILLFULLY CRAFTED BY A HIGHLY EXPERIENCED SALES PROFESSIONAL, that also happens to be good with words… but the little understood fact is that the psychology of the sales presentation is actually more important than the actual words themselves.

It should be skillfully crafted by someone with decades of successful actual direct sales experience themselves… someone who has actually produced millions of dollars of their own sales, with their own sales letters…

before they ever wrote yours.

THAT’S WHO YOU WANT TO WRITE YOUR SALES LETTER OR LANDING PAGE…

Not written by a general copywriter who writes a letter on Monday… a bunch of articles about teeth whitening on Tuesday… an eBook about the solar system on Wednesday… a news release, or resume, on Thursday… and a report about bee keeping on Friday.

“THAT DOG WON’T HUNT”…

Don’t waste your money, no matter how low their price is… it’s not worth it. It is just not going to pull in significant sales. It takes decades of very successful high power actual professional direct sales experience to understand the psychology of how to effectively set up the step-by-step systematic sales presentation within the letter.

Simply saying pretty things about your product or service won’t work.

It's a shame to throw away tens of thousands
or even hundreds of thousands of dollars in lost sales
just because you've missed one simple strategy.

OVER MY 30 YEAR SALES WRITING CAREER
MY SALES LETTERS & SALES LANDING PAGES
HAVE ACTUALLY GENERATED
MANY HUNDREDS OF MILLIONS OF DOLLARS IN SALES FOR MY CLIENTS

So many people come to me to properly rewrite sales letters that they had first paid other copywriters to write for them…
that were just not selling.

MY SUCCESS IN THIS AREA IS ASTOUNDING.

“You can see me now, or you can see me later.”

If you will read my feedback page, you will see that every one of my hundreds of clients is 100% thrilled with what I produced for them… that’s usually unheard of in today’s world.

My high converting 20 step sales letter formula which has taken me many years of testing to perfect into achieving the highest conversion rates.

THE 20 STEP
ULTRA HIGH SELLING SALES LETTER

THAT I HAVE BEEN THE “TOP DOG” GURU
IN WRITING SUCCESSFULLY FOR THE PAST 30 YEARS…
TYPICALLY INCLUDES:

Instantly capture the prospects INTEREST AND ATTENTION with a powerful pulling headline, and sub headlines.
Keep pulling prospects deeper into the letter with EMOTIONAL lead copy
Appeal directly to the known motivations that cause people to buy
Provide clear sub headings all the way down the letter to keep the skimmers involved
Join the conversation that is now already going on in the prospects mind
Point out, remind, stir up, and/or agitate, the prospect about their PROBLEM(s)
Position the product as the perfect SOLUTION to these problems
FIRST appeal to the EMOTIONAL side of the prospects brain (the side of the brain that the prospect ACTUALLY FIRST MAKES THE DECISION TO BUY WITH) by showing the prospect emotionally how the product/service solves these problems for them
NEXT (after the emotional copy) then next appeal to the LOGICAL side of the prospects brain (the logical side of their brain MUST THEN MAKE THE PROSPECT FEEL JUSTIFIED about their initial emotional decision to buy the product. It must solidify their buying decision, make them feel that the decision was an intelligent one so that they can tell themselves, and others, that that they have made the right decision)
Produce a LOGICAL WHAT’S IN IT FOR THEM, point by point sales benefits presentation
Present your credentials. Why buy from us?
Provide social proof (testimonials, charts, news reprints etc.) if available
Clearly detail the offer
Act now; inject scarcity, or time limit (if defendable)
Remove final fears by giving a no risk guarantee (if available)
Very strong call to action (one or more)
Close with a recap & reminders
Entice them with several strong P.S.(s) at the end
Urgency reminders
Give a final call to action

I can write your sales copy for you in your choice of one of the following styles:

STANDARD LONG FORM SALES LETTER / LANDING PAGE (detailed above)
Short form sales page (much shorter, less word copy than a sales letter, more like a brochure)

To your success

Leonard
Leonard Friedman Consulting
Since 1970

When only the best will do

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