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KSL stands for your "Killer Sales Letter". You write a "me to you" letter jam packed with features and benefits. Here are the key elements of your KSL: 1) Your Big Bold Promise. 2) Prove You Can Deliver On the Promise. 3) Spell out the Benefits. 4) Create 10x Value. 5) Adjust the Tone of Your Letter To Your Target Market. 6) Pretend You're Writing to a Friend. 7) Use Short Sentences and Paragraphs. 8) Keep the Reader Involved Using Page Accents (Bold Lettes, Sub-Heads, etc.)
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KSL stands for Killer Sales Letter. Your KSL: Write out the key elements of your Killer Sales Letter (KSL), then write it up in a personal, me-to-you, letter format. If the thought of writing a sales letter from scratch makes your eyes glaze over, then check out my "fill-in-the-blanks software program to help you do this. http://www.pushbuttonletters.com Here are the key elements of your sales letter:
This is the headline of your ad. First, you promise a benefit. The more specific, the better. The more believable, the better. Your product or service is, in essence, the fulfillment of a promise to your buyer. What will your product or service do for your buyer? This is your promise. But there's no room for wimpy promises here. Your promise needs to be something that grabs your prospect and compels them to read more. A lot of headlines don't promise anything. As a result, they wield little power. An example of a poorly written headline would be one that includes the words "Welcome to...", as in "Welcome to My Web Site". I've seen way too many poorly written headlines that consist of that so I can't stress enough how important it is that your headline contain a CLEAR benefit to the reader.
Most sales letters are too short and do not spell out the benefits of the product or service. Don't worry about your letter being too long. Worry about inadequately presenting the benefits of your product or service. Anytime you read sales letters, look at how they explain the BENEFITS to you.
If your product sells for $100, pretend you're writing a sales letter for a $1,000 product. Build 10X the value compared to the price of your product or service. How can you demonstrate and prove your product is worth 10 times the price?
If your target audience is attorneys, your writing should be in a more logical, factual style than you if you were pitching sales people.
Pretend you're sipping a cup of coffee with a friend and you're showing them how they'd benefit from a new product you recently ran across. Be personal and helpful.
If you don't know if you used good grammar, your sentence is too long. Shorten it up. Count the words in your sentences. If you average more than 17 words per sentence, you need to shorten up your copy.
A lot of people skim letters. That's why you want to use subheads liberally throughout your letter that pull the reader into the text. Use your subheads to create curiosity and to summarize benefits. Make your web site a PERSONAL LETTER from you to your potential customer Even after seeing all the successful web sites that use this model, most people still don't grasp it. Your web site should look like a sales letter. Why? Because sales letters have been selling millions and billions of dollars of merchandise every year for the past 100 years. People respond to LETTERS, not impersonal brochures. Letters are warm. Letters are personal. Letters are emotional. Look at http://www.pushbuttonletters.com for an example of how I do it. a. A letter begins with a greeting such as "Dear Friend" or "Hello." b. A letter looks like a letter and not a brochure c. A letter ends with a signature Should You Do a Sales Video or Sales Letter? One of the big changes in the past few years has been the switch by many marketers to video sales letters. These are usually just the TEXT of a sales letter put onto Power Point slides and recorded with Camtasia or Screenr. Many people have gone to sales videos because they're easier to create than sales letters. I'm all for SPEED. Now, in terms of real world results, most people take the advice of one or two marketers and don't do their own tests. I haven't seen many valid split tests on which generates more sales. I CAN tell you that if you struggle with a sales letter format and you can crank out videos, do videos. If you aren't good verbally but you like to write, then do sales letters. Now, like I say, the modern trend is to use sales videos as much or more than sales letters. Regardless, there are 3 elements you MUST HAVE in your sales letter or video: Element one: A Blatant Benefit As I've mentioned before, you can't use subtle benefits. You need to present a big, in-your-face benefit that is compelling. The MAIN BENEFIT you offer has to be blatantly OBVIOUS and not hidden. Element two: Strong Proof You've got to prove the things you say and prove most of all that you can deliver your blatant benefit. The more proof you offer, the better in general. PROVE that you can deliver the big benefit you say you can. Element three: Dramatic Difference What's different about the product or service you're offering? Imagine that the prospective buyer has your site lined up next to other websites, and they're debating which to buy. What are you going to tell them to convince them to buy from YOU? You need to give them a really good reason to spend their money with you. Those 3 things area the most important. But in addition, you typically have a reason for acting now, like a free bonus or bonuses, a guarantee and a price justification where you explain why the price is such a bargain. |
Your sales letter must prove you can deliver on your big, bold promise. Give testimonials, credibility, case studies, and success stories.
