16 - Tip Tuesday - How To Write a Sales Letter That Converts with Rachel Rofé

Rachel Rofé is back for another great talk with us, and this time we’re going to breakdown the world of copywriting and sales letters.

This is a super important topic because if you own a business of any kind, whether it be product or service based, you need to sell your item in order to make money.  You can put it out there and hope for the best.  Or you can create a great offering, and detail that offering with great copy, which will put you at a massive advantage.

Rachel is here to breakdown the three steps we need to take for a killer sales page.

1. Create an Offer That Your Audience Really Needs

A lot of times people don't do their research and create an offer that their audience really doesn't even want.  One of the best things you can do is to talk to people and find out what they're willing to buy for a problem you can solve.  You can use your current audience and list if you have one, and simply ask them via email or even a survey.  Reaching out and having these questions will go a long way to creating a great offer.

If you don’t have a list or following quite yet, there's no need to panic.  Use Facebook as a way to connect with your audience in your niche.  And again, it's about simply reaching out and asking them about what you could offer, and seeing if it's something they would find useful.  Rachel recommends to spend the most time in this process, all on figuring out what your offer should be so it really hits home to your clients' needs. 

If you're wondering what you could offer your audience, it can be a number of things like coaching, books, products, e-courses, etc.

2. Write A Killer Sales Letter

Rachel can write a sales letter in about two hours or less because she really concentrates on making sure every sales letter has five specific things:

  1. Make sure the offer is awesome (like really awesome) - (See above if you have questions on how to do that.)
  2. Headline – Your headline will help your visitors determine within five seconds if they want to stick around to read through your offer.  So it's crucial that you create a headline that will draw people in.  Use the words in your headline that people are using in your research. Really drive home how your product is going to help them with some of their biggest questions and struggles.
  3. Offer Proof – Any kind of proof like testimonials from your current client base will help convince your visitors that they should buy your product.  Also, try to make them very tangible (i.e. weight loss if you’re a health coach).  You can also use your own proof, for example, you lost 100 pounds.  Just help people know that your product actually gets results.
  4. Call to Action – Just do something that makes them take your desired action.  If it’s to purchase something, step them through the process, and make it as easy as possible.  If it’s something as simple as signing up, just push them to where they need to go at the end.  You also want to find a way to get people to purchase now vs. later.  Any kind of urgency that you can add in is great (make sure you follow through on the urgency you put out there).                         1.Exit Splash is a tool that can be used if customers aren’t taking         your first action step, but you can offer them a secondary action  (i.e  getting an email address if you’re primary call to action is a product).
  5. Guarantee – Offer a risk reversal for people, and it will help with conversions.  You can give money back after a certain amount of time.  If you’re a huge believer in your product, Rachel even offers a double your money back guarantee.  (However, she may put a caveat where making people are going through the course).

3. Test Your Sales Letter

Rachel does A/B testing and multivariate testing.  She may change how she phrases the call to action, the headline, and even something as simple as the color of the buy button.

She recommends a tool called Visual Website Optimizer.  She finds it really user-friendly, and it allows her to see what variations of her elements are creating more conversions.  She was saying that one small change can make a massive difference in the number of conversions.  (She also said you can use Google Analytics, which is free, if you’re a bit more technical.) 

She gave great tips like how background colors, headers, and logos, can all make big differences. 

Rachel suggests really concentrating on the headline as one of the areas you’re testing.  She said pictures of proof would be another one.

If you would like to learn more about Rachel's class all about writing killer copy, you can check it out here:

Sales Letter Class

More About Rachel:  Rachel Rofé is a multiple bestselling author that's been featured in Entrepreneur, Woman's World, and Fox News. Since she began internet marketing in 2006, she's developed over 30 products, 40 Kindle books, and bought and sold companies with as many as 120+ employees. She speaks nationwide about copywriting, book creation, outsourcing, and product creation. And her favorite part: she does all of this while living the "internet lifestyle", traveling the world and having fun.


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