The Word Perfect And Emotionally Charged Singing Sales Letter is

An effective sales letter is much more than a bunch of words
describing what you have for sale, but judging by some of the
sales messages on far too many websites, not a lot of people
know that.

The 'buy one get one free' mentality is still alive and kicking
and working overtime all over the Internet, but sadly at the
expense of the English language.

A sales letter, whether written for an online product or service
promotion or for print and mail, has a specific job to do. It
has to sell. It's your salesman. And it doesn't matter how good
or how bad your product or service is, the sales letter is your
marketing lifeline.

It truly amazes me when some companies, who are willing to spend
thousands on product development then thousands on a state of
the art website, go on to fill it with snippets of grammatically
flawed information and with more typos yuo cun shak a stuck at.

In my opinion, poor grammar and typing errors account for more
lost sales from websites than just about any other factor. Why?
Because they instantly lose you credibility. Potential customers
need to feel reassured that the product you are selling is
genuine. Also, that you are genuine and your business is not
about ripping people off.

A poorly created sales message will tell your customers you
don't care. You don't care about communicating with them. You
don't really care about the message on your website. So why
then, would you expect them to care about enriching you by
buying your products? They simply won't.

A website sales message has to work much harder than its printed
counterpart because it has less time in which to convince the
prospect to buy. People tend to 'quick scan' website sales
messages, whereas a printed letter can be read at leisure
anywhere that's convenient.

Every single website owner who is trying to sell a product or
service to a customer could improve their conversion rate
dramatically if they would only spend a little more time on
their sales copy.

So correct grammar and spelling is the number one priority for
your sales letter.

Next is the structure of the letter. Your sales message must
always follow the principals of AIDA. It must attract Attention,
stir Interest, instil a feeling of Desire and make a call to
Action. Why? Because this formula has been tried and tested over
and over and has been proven to be the perfect structure.

If you think of a sales letter as being like a song. Then think
how your favourite songs make you feel. Happy, sad, upbeat or
melancholy, songs are meant to stir the emotions because people
like to feel moved. If a sales letter sounds like music to your
customer's ears, you've just chalked up another sale.

Your sales letter is your song with which you have to
intriguingly introduce yourself, slowly seduce your customer and
make them feel exactly the way they want. If it gets them
reaching for their credit cards, it has conveyed the right
tuneful words at the right time. The words of your sales letter
must have the power to say it all.

We can all learn much from how music affects us. It can reflect
our moods, our emotions and our wants and needs. It's a very
powerful medium that can literally make us feel happy or sad.
But it is only words after all. Just words accompanied by music.
The most important thing to remember is how the words of a song
can affect us emotionally.

Then remember this. Every buying decision we make is based on
our emotions. Understand this, and incorporate emotionally
stirring words into your sales copy.

Another important aspect to consider, when writing a sales
letter is, we generally buy things because we want them and not
because we need them. Your sales copy has got to make your
prospects want what you're selling. Don't try to make them feel
as though they need what you're selling. Only they will know
what they need in their life.

Getting back to the song connection, if you take away the music
the song (message) is still there. The music certainly helps the
words flow and can help create the mood, but without the words,
the meaning of the 'piece' is left to the imagination.

Next time you're thinking of creating a sales letter for your
website, remember to pay particular attention to the grammar and
spelling. Construct your letter using the AIDA principle and
think about how you might present your letter with emotion.

Nothing is more powerful than the written word.

Bill Knight is a professional International Copywriter based in
the UK. He writes mainly for the UK and US markets, but also has
clients from all over the world.

http://www.knight-writer.co.uk