Hi there,

Let me ask you a question:

Do you know how many pages you must have in your sales letter?

There must be only ONE page, No Page 2, or [continue on next page] whatsoever. The reason for this is simple: you want to get your prospects to read your sales letter from top to bottom, keep their focus on your words and make the decision to buy your product right there and then without having to click away to another page to find out more info.

Nothing should be there to distract them, everything should lead to one goal only and that is to have your prospects BUY your product.

If you haven’t achieved that by the time they get to the bottom of your page there are no second chances, you’ve lost them – never to return!

If this happens, then you have some work to do.

Maybe your headline is not strong enough or you you need to rewrite your copy – make it flow more or if necessary make it longer or shorter.

If you need to, add some more testimonials or empahasise the value of the benefits to your prospect, change the style of your words a little – in short do whatever you have to, to get the buy impulse into your prospect from one page only!

I am often asked “how long should my sales letter be?” The simple answer is as long as it needs to be to get the sale! – No Longer and no shorter.

Any Other Links?

Generally speaking, the ONLY link on your page is the link to the Pay Button, there should be no other links in your sales letter.

This is such an important key to success for the same reasons as restricting your sales letter to one page only – to FOCUS your prospects mind on your words and entice him/her to buy your product!

That means: no links to About Me, F.A.Q., Sitemap, or even Page 2, definitely no advertisements (banner ads, Google Adsense and the like) on your sales letter, either.

The same thing holds true for testimonials.

I often see sales letters that have a great testimonial included, but at the end of the testimonial there is a hyperlinked URL inviting the reader to click and see what else the testimonial giver has said.

Just think for a minute what will happen to your reader in this case, he’s focused on your story and has the benefits of your product backed up by the testimonial then he notices the hyperlink at the end of the testimonial, so he thinks to himself “let’s just see what else ‘Joe Bloggs’ has to say…”

A quick click and your reader is gone – of course he means to return but…

His concentration has been broken and what is worse is, that by following the hyperlink he is often taken to sales page for a completely different product. Once there his attention is captured by the headline and he starts reading…

Meanwhile all thoughts of your product have gone!

If you are remotely lucky he will return to your page later on and try to continue readng your sales letter but even if this happens his concentration has been broken and it will be almost impossible to capture again.

Anything that distracts your prospect from your primary goal is a No-No. As soon as you allow him to lose focus that’s it!…

He’s gone never to return and you can’t allow that to happen can you?

Keep well and keep learning!

Stuart.

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Article Copyright 2006 Stuart Elliott, all rights reserved. You may only reprint this article in its entirety and you must leave this resource box intact.

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