Starting Your Online Sales Letter the Right Way

online sales letter

It’s critical that you get your online sales letter off to a good start. This article will show you how to do that.

1. Start your sales letter with a story

Many online sales letters today are written in such a boring manner. You can immediately hook your prospect’s interest by relating a fable or preferably a true story in your copy.

Most importantly, the story must have to do with your offer later in the middle of your sales letter. Here’s an example:

“Once upon a time, there were three friends who decided to take a short break from a long discussion. They agreed to row a boat to the middle of a lake and have an afternoon tea.

The three friends rented a boat and rowed to the middle of the lake. As they sat down to enjoy their tea, they realized that they had forgotten to bring the teapot. “I’ll get the teapot,” said the first friend, voluntarily. He stood up, put one leg over the side of the boat, and began to walk on the water to the shore and back to the boat with the teapot.

As they boiled the water, the realized that they had forgotten the tea leaves, too. They laughed at each other, and the second friend volunteered to go get the tea leaves. He put one leg over the side of the boat and walked on the water. He returned shortly after getting the tea leaves by walking on the water, too.

The three friends soon enjoyed their afternoon tea on the boat, but thought it would be nicer if they had some snacks. The third friend volunteered to get some snacks from the shop by the shore, though he was somewhat reluctant to do so. He insisted so anyway.

The man stood up like the other friends and put one leg over the side of the boat. He began to put his weight on his leg and… SPLASH! He sank and struggled to keep himself afloat. Seeing that he was drowning, the other two friends jumped in to rescue him.

As the third friend climbed into boat for safety, soaking wet, he asked, “How did you two manage to walk on water?” The two friends looked at each other and said, “Oh, that’s because we know where the rocks are.”

2. Address an important or critical issue

If your product is closely related to a very important or critical recent issue faced by majority of your prospects, then take advantage of that in your copy in your sales letter.

For instance, if most of your prospects are currently facing a problem with rewriting private label articles, and your product is article rewriter software, then you can write your opening addressing the article rewriting problem, such as:

“Most people today carelessly purchase the private label rights to articles that have already been sold and used by hundreds, maybe thousands.

And the result: plenty of search engine penalization, submission rejections from article directories, and an army of copycats.

Sure, one way is to rewrite the articles completely to be unique, but won’t that waste your time? And if you’re going to spend hours rewriting, won’t it defeat the purpose of purchasing private label articles to help you save time?

3. Make safe assumptions about your prospect

While some successful people adopt the don’t make assumptions attitude, the truth is that you can still make some safe assumptions now and then, and people DO make assumptions, whether they know it or not.

Here’s another fact: people can be predictable.

This was proven in an informal study when a speaker asked the audience three simple questions. They didn’t have to reply to him just yet and they were instructed to only remember their answers.

The three questions he asked were:

  • Think of one number,
  • Name a color, and
  • Think of a flower.

When the audience made their mind up in a flash, he went to ask, “For the first question, how many of you were thinking of ‘7’?” Easily more than 75% of the floor raised their hands up.

This was also the case when he asked if they were thinking of blue and rose for the subsequent questions. Overall, he guessed AT LEAST ONE answer correctly of the 3 questions… more than 75% of the time!

Amazing, isn’t it?

While this was a mere study, it goes to show that people are predictable and as long as you understand the majority of your prospects and their needs, you can qualify a big fraction of them!

For example:

I have a sneaky suspicion that you’re on a tight budget and don’t have a ton of money to spend on your marketing and advertising campaign.


Chances are that you have failed in your past relationships or this is your first try at scoring a date with your dream girl.

4. Continue by mentioning a problem your prospect is facing

Qualify your prospect by telling them the problem they’re facing.

And then make the problem sound BIGGER, as if it’s a real big deal.

Remember: Be careful not to go overboard with exaggeration, but make it really important that your prospect should tackle the problem as soon as possible (with the help of your product or service, of course).

5. Don’t forget to introduce yourself in your sales letter

You don’t have to make it super fanciful, though. A simple introduction would suffice. For example:

“My name is John Doe and I have been designing graphics for a living since 2008.”

Now that you know how to start your sales letter, learn how to write the body of it.

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The IM Dojo is the place for you to learn how to build your Internet-based business or learn how to use the Internet to market your offline business via content on the site as well as the courses in our online business training center. The IM Dojo founder Chris Lockwood has been making a full-time living online since 2002. His business career includes information marketing, copywriting, building funnels, membership sites, Kindle publishing, blogging, speaking at various marketing events, coaching, affiliate marketing, and e-commerce.

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