13 Steps to a "Slippery Slope"
Online Sales Letter
by Alexandria K. Brown, The E-zine Queen
Many of the solo professionals whom I coach are people who offer services.
They're coaches, consultants, creatives. And many of them are also beginning
to sell information products on their Web sites. They're smart to offer
a lower-priced alternative to hiring them, and to sell a product that
can gain them passive income.
But here's the problem: I see many
of them trying to sell their e-book, tutorial, etc. on a regular Web
page. They list a few paragraphs about the info-product, along with
the price and maybe one testimonial, and they expect a slew of sales.
You need a special sales page that
has a "slippery slope" sales letter.
Remember that game Chutes &
Ladders? If you landed on a space that had a chute on it, you just went
down, Baby. No turning back. That's how your sales letter should be
- a "slippery slope" that pulls in the reader because it's
so compelling and interesting.
Here's a basic outline of the 13
elements you want to include. To see an example of them all in action,
visit MY own sales page at www.EzineQueen.com/tutorial/index.htm.
1. Limit your navigation.
The visitor should not be distracted
by links that take her to your bio, other products, etc. The idea is
to keep her on this page, reading your copy and leading her to order.
So on this page, only have navigation that relates to the product (e.g.
FAQs, 0rder n0w).
2. Give a powerful headline.
Your headline can make or break
your sales. If it's not compelling, your visitor will click away. Here's
an easy headline formula: "How to _________ So You Can ____________."
Make sure the 2nd part gives a big benefit, for example, "double
your business" or "gain peace of mind."
3. Discuss the problem the prospect
has, or incorporate your own story.
Marketers call this "pushing
the 'ouch' button." First discuss the problem or pain that the
reader has, and then lead in to how your product will solve it. Or share
your own failure-to-success story that the reader can empathize with.
4. Tell us who you are.
If I'm going to buy your stuff,
I'd like to know why you're qualified to write about this topic. Give
me the feeling that you've learned a lot about this topic and want to
share it with me.
Even add a picture of yourself and
an audio greeting, like I did. These help the reader instantly feel
like she knows you better, increasing the "trust factor."
And people buy from those they feel they know, like, and trust!
5. Use bullets like mini headlines.
Lay out everything I'll get from
your product. Don't just list your table of contents verbatim! Turn
each point into an exciting secret. For example, suppose your e-book
features 5 tips on how to save money on groceries. That bullet could
read, "Revealed: 5 ways you can save hundreds of dollars on your
monthly grocery bill."
6. List plenty of testimonials.
Show your prospects they won't be
the first to buy. It's more effective to weave-in testimonials throughout
your sales letter than to have a separate section for them. Give each
person's full name and Web address, and for extra power, post their
photo and an audio testimonial as well.
7. Tell us why your product is such
a great value.
How does the price of your product
compare if I hired you one-on-one? For example, your manual is a great
value at $49 if an hour consultation with you would run me $250.
8. Throw in a few great bonuses.
Offer special bonuses (preferably
created by you) that are so good you could sell them alone if you wanted
to. It could be a list of resources, a collection of articles, extra
tips on a certain subject, or a free consu1tation.
9. Give an unconditional guarantee.
This puts your prospect at ease,
giving her no reason to NOT buy. A few turkeys will take advantage of
your generosity, but the amount of sales you GAIN from this strategy
dramatically outweighs the risk.
10. Request immediate action by
having a limited time offer.
Some sales pages use trick scripts
to make it seem like the offer always ends on that day at midnight,
but I find these insulting. If you really will be raising your price
soon (and you always should be), list the exact date and stick to it.
Otherwise just say it's an introductory, limited-time offer.
11. Make it ABSURDLY CLEAR what
to do next.
Nothing bothers me more than when
I'm at a Web site, I have my credit card ready, and I can't find the
$%#@& order link! Make your order process idiot-proof. Example:
"Cl1ck below to 0rder n0w on our secure server." Also sprinkle
in order links throughout your page -- some people will be ready to
buy before they get to the bottom.
12. Make one last plea.
In your P.S., right after your signature,
emphasize that I should act now. For example, "Don't miss out on
this great 0pportunity. Remember, you can buy n0w and change your mind
13. Don't forget your contact information!
Readers WILL have questions, so
provide an e-mail address on your site that you or someone else will
check at least daily. Also, don't you feel better buying from a Web
site that lists a real address and phone number?
(c) 2003 Alexandria K. Brown
ABOUT THE AUTHOR
Alexandria K. Brown, The E-zine
Queen, is author of the award-winning manual, Boost Business
With Your Own E-zine. To learn more about her book and sign up
for more FREE tips like these, visit her site at http://www.ezinequeen.com.