For the most part, a sales letter is deemed to be good if it has a conversion rate of 2 to 4 percent but of course, I’m sure you’d be happy if it went beyond the 4 percent mark. Remember, apart from saving you from having to sell your product of service face to face, good sales letters are similar to that rare breed of employees who never request time off from work.

On the other hand, what do you do when your sales letters aren’t bringing in the results you’re looking for, and your conversion rate is below the 2 percent mark?

Well, here are 5 ways you can improve your conversion rates:

1. Make Your Headline Stand Out!

Your headline is the opening statement and first impression you make, so it’s crucial that your headline font is larger than that which you use in the letter itself. The reason for this is you want it to stand out from the rest and in so doing, attract attention.

2. Headline Must Contain a Benefit!

Headlines must always provide a benefit and relevance to the reader. Statistics have shown that on average, people read the headline of your ad and sales letter 5 times more than the body copy.

3. Use a Character in Your Headline!

Let’s face it; the average person likes to read things which relate to real people and real experiences. Mention something about how a certain person managed to change their life around and you can be sure it’ll grab attention. For example, a headline which mentions how a homeless fifty year old became wealthy through Internet marketing, is bound to attract the attention of many people in that age group, as well as in other age groups.

4. Encourage Readers to Continue Reading!

Essentially, if your headline is the bait, then a sub-headline could be seen as the hook. As such, use a slightly smaller font for your sub-headline and make it as enticing as possible. The goal here is; you want to persuade the reader that it’s really in their best interest to continue reading.

5. Watch Your Word Count!

Never be tempted to use too many words in your headline. In fact, research suggests that the ideal number of words should be 20 to 25, primarily because people tend to have an extremely short attention span with regards reading things on the Internet.

Okay, just before I end off, here is one last tip. In fact, you should already be aware of this:

Did you know, studies have proven that “RED” is the ideal color to use for a headline? The bottom line is; red headlines consistently out-perform all other color headlines.

I’m confident enough to say that providing you make use of the tips provided in this article, you’ll definitely see an increase in your conversion rates.

As always, feel free to post your comments or questions below.

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Am I wrong to assume your answer is “yes” to at least one of these questions? Well, of course some are gifted but certainly not all. What I do know though, is that they all have one thing in common and that is, they all adhere to a simple four step formula which anyone can use to bolster their copywriting skills:

In order to remember this formula, think of the word, “AIDA”

• A = Attention
• I = Interest
• D = Desire
• A = Action

Okay, so this is how it works…

A = Attention

As you can imagine, there are billions of articles competing with each other online so your first priority, is get the reader’s attention using a great attention-grabbing title. In essence, your heading should speak directly to the reader.

Let’s say for example that you’re doing an article concerning dog grooming. Your reason for writing this article is so that once the reader has finished reading, they click on a link at the bottom of the page which in turn takes them to your website where you sell dog related products.

So, if this was the case, then you could consider a heading or title such as:

1 – The Importance of Keeping Your Dog Well Groomed
2 – Effective Dog Grooming in 3 Easy Steps

Now you need to ask yourself which of these two titles are more like to make a viewer read your article. In all probability, the majority of people would click on the second title.

I = Interest

Okay, so you’ve created a title which has sparked an interest in the viewer, causing them to start reading your article. The challenge you face now, is keeping them interested and this can be tricky as the average Web surfer only has a very short attention span. Of course you’ll feel disappointed when you learn that you reader left after just twenty or thirty seconds but you may as well realize one thing right from the start, unfortunately this is just the way it is. If you really want your visitor to stay, read the entire article and then click on your link, you have to captivate them by targeting their emotions or alternatively, their ego.

A possible example of this, in relation to the examples used in this article, you could perhaps start off by asking how long it takes to groom their dog or how much money are they throwing away each month rather than grooming their own dog in three easy steps.

This tactic is aimed at putting your viewer in a position which will soon allow you to create a desire in them. By asking how much money they are throwing away, and insinuating that they need not be, you are giving the viewer hope. Of course you can expand further on this as well depending on the subject of your article.

Once you’ve done this and expanded or elaborated as much as you need to, the time is right for you to create desire.

D = Desire

If we use the dog grooming example above, you could now start discussing the three steps mentioned in your title. You can point out just how easy your product or solution is to use and also just how reasonably priced it is. In essence, this is your opportunity to establish yourself as an authority on the subject, as far as the reader is concerned.

On the other hand, if this were a sales letter, you would now be laying out the facts, explaining features and presenting testimonials. Furthermore, you could also be highlighting any special offers or promotions and then continue on to make potential customers aware of any special acknowledgments the product may have won. In fact, you need to mention anything which you feel has the potential for making the viewer want your product.

A = Action

In the case of an article, your call to the buyer is via your signature at the end of the article.

In the case of a sales letter, you also call out to your reader towards then end of the letter by appealing to them to sign-up for your free email newsletter or online catalog, in fact whatever else it is that you’re wanting them to do. A common tactic here is to encourage them to do as you’re asking by offering a reward in one form or another.

Go on, at least give the AIDA formula a try. This isn’t my idea or my concept. It’s been used for ages by marketing specialists for one reason only, and that is because it works.

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1. Instead of Buy, use Own, Claim or Invest

Today people don’t want to feel that they are being sold or pressured into buying something. Using words that makes them feel that they are more involved with the process and they are making the choice to make the purchase themselves will be more successful. The word “buy” also makes them feel that they are giving up their money, while words like, invest, claim, and own, give them the feeling that they are getting something great for the money they spend.

Avoid:

Buy a copy of this ebook now!

Adopt:

Invest in a copy of this special report now!

2. Instead of Deal, use Opportunity

When you use the word “deal,” you may make your prospects think about low quality deals or bad deals that can often occur, which is the last association you want them to have with your product or service. Using “opportunity” makes it seem like a chance that they will not want to miss out on, making it more appealing for possible customers.

Avoid:

Take advantage of this great deal today.

Adopt:

For a limited time, take advantage of this great opportunity today.

3. Instead of Cheaper, use More Economical

No one wants to hear that something is cheap. This brings to mind cheap materials and cheap value. Instead of using words that make them think the product is cheap, using the words “more economical” gives a better impression. These words make them think of great value while still saving.

Avoid:

This product is cheaper than anywhere else.

Adopt:

You’ll find our products are more economical than other online sites.

4. Instead of Learn, use Discover

Some readers may be insulted if you use the term “learn,” since it may make them feel that you are portraying them as ignorant. However, “discover” is a much better term that makes readers feel that they are the ones that are going to be enlightened. Instead of you teaching them something, they discover the truth about it.

Avoid:

Learn how you can become successful with affiliate marketing.

Adopt:

Discover how you can use affiliate marketing to become successful.

5. Instead of Tell, use Reveal

No one wants you to tell them something. When you’re telling them, it gives the message that you are trying to convince them of something. Using the word “reveal” lends the feeling that you are showing them something, instead of just telling them. It is friendlier and seems more like a friend showing something instead of someone telling them something in order to get a sale.

Avoid:

This new ebook will tell you about new SEO techniques that will revolutionize your business.

Adopt:

This new ebook will reveal new SEO techniques that will drive massive traffic to your website.

6. Instead of Things, use Tips, Tricks, or Techniques

Using the word “things” is not descriptive and it doesn’t pique the interest of the person reading your sales letter. People aren’t interested in things, but they are interested in tips, tricks, or techniques. These words show that what you’re offering actually has some substance to it.

Avoid:

Discover 3 things you never knew about making money online.

Adopt:

Discover 3 tricks you’ve never heard of to successfully generate online income.

7. Instead of Stuff, use Secrets

Not only does the word “stuff” sound amateurish, but it also doesn’t leave readers wanting to learn more. Instead of talking about “stuff,” talk about “secrets” that you want to share. The word “secret” automatically generates interest. If it’s a “secret,” people want to know what it is.

Avoid:

Investing in this innovative ebook will reveal new marketing stuff you’ve never heard of before.

Adopt:

Investing in this innovative ebook will reveal new marketing secrets you’ve never heard of before.

Remember, your sales letter is designed to tell or ask the reader to buy anything. It’s actually designed to court the reader and to get them to make a purchase while thinking that it was their idea the entire time. The language you use will make the difference. So, remember these important tips and write killer sales letters that truly get results.

I hope you find this post useful. If you know of any other words to avoid when writing a sales letter, please share it with us. Just a friendly reminder, this is a “dofollow” blog, so all your comments are indexed by Google and other search engines.

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