PROMOTING YOUR PRODUCT-THE 12 STEP SALES LETTER SYSTEM

Now that your info product has been produced, you need to promote or market it, and here is a proven template system for you to use. Make sure you follow it to a ‘T’ and you might be asking - How and where will I sell my product? We will get to that later, but you need to create a sales letter, a story that you must first give to the buyer to make sure that he is caught and must at the end of the day, buy from you. In this post I will list them, but will expand on them tomorrow.

“12-Step Foolproof Sales Letter Template”

You don’t have to be an award-winning copywriter to create effective sales letters.  In fact, writing great sales letters is more of a science than an art.  Even the pros use proven “templates” to create sales letters that get results.  The following is a 12-step template for writing foolproof sales letters.

Overcoming the Hurdles Leading to Buying Resistance
Every person has some form of buying resistance.  The objective of your sales letter should be to overcome your reader’s buying resistance while persuading them to take action. 
I liken writing a sales letter to running a steeplechase foot race.  The first one to the finish line who has jumped over all the hurdles is the winner, or in this case, gets the sale.
Whether you’re giving a sales presentation in person or on paper, the process of overcoming the hurdles leading to buying resistance are much the same.  These hurdles are manifested in many spoken and unspoken customer comments such as:

1. “You don’t understand my problem”
2. “How do I know you’re qualified?”
3. “I don’t believe you”
4. “I don’t need it right now”
5. “It won’t work for me”
6. “What happens if I don’t like it?”
7. “I can’t afford it”

Results-oriented sales letters will need to address some or all of these objections to be effective. 
The 12-step sales letter template is designed to overcome each of these objections in a careful, methodical series of copywriting tactics. 
The 12 steps are:

1. Get attention

2. Identify the problem

3. Provide the solution

4. Present your credentials

5. Show the benefits

6. Give social proof

7. Make your offer

8. Inject scarcity

9. Give a guarantee

10. Call to action

11. Give a warning

12. Close with a reminder

Each of these 12 steps add to reader’s emotions while calming their fears. 
Motivation Is An Emotional Thing
It’s important to remember that people are motivated to buy based on their emotions and justify their purchase based on logic only after the sale. 
This means that each step in the sales letter process must build on the reader’s emotions to a point where they are motivated to take action.
That being true - - there are only two things that truly motivate people and they are the promise of gain or the fear of loss.  Of the two, the fear of loss is the stronger motivator. 
Think about it. 
Would you rather buy a $50 course on “How to Improve Your Marriage” or “How to Stop Your Divorce or Lover’s Rejection?”  I have empirical data that proves that the second title outsells the first 5 to 1.  Why?  Because it addresses the fear of loss.
Underlying the promise of gain and the fear of loss are seven “universal motivations” to which everyone responds. 
Whatever product or service you are selling you need to position it so that its benefits provide one or more of these universal motivations.

1. To be wealthy
2. To be good looking
3. To be healthy
4. To be popular
5. To have security
6. To achieve inner peace
7. To have free time
8. To have fun

Ultimate motivations are what people “really” want.  The product or service is just a vehicle to providing these benefits so make sure your sales letter focuses on these motivational factors.

Till my next post,
Cheers!