Now we’re getting to the nitty-gritty part of your sales letter – getting your prospect to buy ‘Will He or Won’t He?’

By now you have acknowledged the problem your prospect is facing and you have introduced your solution to him…

You have stressed the benefits of your solution and shown your collection of testimonials to back up all your claims about your product’s effectiveness. Your prospect has read your iron-clad guarantee and feels secure that were he to buy from you he would have no risk whatsoever.

All that remains is to persuade him to hit that ‘buy’ button and enter his credit card details into your online order form.

You’ve built up an intense desire in your prospect but this is no time to let up… the ‘marriage hasn’t been consummated yet.’

This is the time to really hit him hard, don’t give him the slightest chance to hesitate, show him a powerful sub-headline that pushes him over the edge and makes him hit that buy button with a frenzy that cannot be surpassed!

Your follow-up sub-headline must impel him into immediate action, whatever you say must be strong enough to remove the last vestiges of doubt from his mind. He’s near boiling point from your powerful sales copy so the final push could be:

· YES! I Want To Make… This Month.

· Don’t procrastinate.

· It is time to get a better life, isn’t it?

· Don’t Let This Unique Opportunity Slip Through Your Fingers

· Are you ready?

· Test-drive XYZ program now.

· Try ABC out for 30 days, risk-free.

You can also remind your prospect about your risk-free guarantee policy
“…don’t forget that when you purchase…”

Also you can use the fear of loss to help push him over the edge. Show him exactly what the stands to lose if he doesn’t buy your solution now. If necessary remind him why he has read the letter so far, restate his problems and urge him to act now!

Take a look this sales letter

It builds up the product, then hits you with a couple of powerful testimonials just before the order button, the call to action is a simple but effective “I’m convinced…”

“Wait a minute, WAIT a minute – you haven’t mentioned price yet”

That’s very true but if your sales letter is good enough you will have built up such a deep primal desire inside your prospect that he wants your solution – no matter what.

I quite often see sales letters where there is no mention of price at all on the pages. It’s only by hitting the order button that you get to see how much you pay. As I said this tactic relies upon building up a deep need for your product in your prospect.

It stems from really knowing your target market and having just the solution they want – they don’t care about price, they just want the solution.

Speak to you soon,

Stuart.