Sales Letter Funnels
Sales Letter Funnel
The sales letter funnel uses the long form technique to sell a product or service. It takes a consumer through an engaging journey that makes them relate to your attractive character and help solve their problems. This is a widely used technique, with the book “DotCom Secrets” Star, Story, Solution. Method. The sales letter sells the product by the end, but it paints a picture about the attractive character’s struggles, aspirations and needs, and ties it back to relating to the reader.
The Sales letter is usually around 2000 words long. The layout and structure are such that it starts with a headline before using a “lead-in.” Then there is the main sales argument and offer, a close and false close, followed by a guarantee and a P.S.
My favorite thing about sales letters is that the structure is very simplistic, and many people use it in their day to day lives without necessarily knowing it. In fact, if we look closely, we would recognize this structure from news articles, clickbait, movies, TV shows, books and podcasts. Basically, anywhere we have been emotionally swayed by another’s personal story.
As far as the structure of the sales letter funnel, you take them to a One Time Offer page, where you try to up-sell them, a down-sell page (if they don’t buy), and then an offer wall thank you page, where you still present offers to increase the purchase transaction.
SALES LETTER FUNNEL TIPS:
If you are not a GURU at writing a sales letter and don’t want to pay thousands of dollars over and over again, watch this: I use this program for EVERYTHING having to do with copywriting. It is worth watching the presentation to see if this program would work for you.
TYPE: Buyer Funnel
PAGES IN SALES LETTER FUNNEL:
- Sales Letter Order Form
- One Time Offers (OTO) Page
- Downsell Page
-
Offer Wall Thank You Page
APPLICATION IN VARIOUS INDUSTRIES/NICHES:
Author, Speaker, Coach, Consultant
A good strategy is share how you got into the industry, what pain points you had to overcome, and how this can help others. Then offer a simple introductory product. Your up-sell could be a more expensive product while your down-sell could be the same product just with a payment plan.
Ecommerce
Tell a story around user experience, the "why" of your product, why was it created. Then throw in a one-time offer that may include complementary product or services.
Business to Business
The history of the business should be told from the standpoint of the company's founder, and the early triumphs and trials of the company, its value proposition, main product and service. All these are sold to them through the sales letter. Then in the future, you could upsell them for higher priced services.
Network or Affiliate Marketing
Tell your story behind the main product, meaning what pain points you overcame, then following this a special offer through your sales letter. The upsell could be corresponding products, bundled products, or discuss how they can too make money (in your downline).
Professional Services
First, find out the competitors' value proposition and how this is addressing the customer's problem. Fine-tune your sales letter accordingly and also address potential false beliefs customers may have of your product or service. The main service should be offered on the first page. A membership program could be an upsell, and then a coupon could be offered to your customer.
Retail / Brick and Mortar
You could write a heartfelt story of how the business was started. Then create a compelling offer for them. The upsell could then be a higher ticket offer, then the down-sell could be a payment plan or a discount coupon. The offer wall could also include exclusive walk-in coupons.
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