Creating a Sales Message

The Success Margin

Tuesday, March 6, 2007


Subscribers frequently ask a very important question: “Ted, exactly how do you go about drafting a successful sales message?”

In this writing I’ll reveal the steps I take, some of which may surprise you.

Then I’ll show you an unusually short but highly successful sales letter sent recently that will illustrate all the key points.

The market is in German-speaking Europe. So, all my copy is translated word for word into German. I’ll show you the English version before translation.

To create a winner in the health field, your copy has to be really good. Your salesmanship in print must outsell that created by the very best copy-writers normally hired by other top nutritional companies. Otherwise, you cannot succeed.

Clearly, you must begin with a terrific product to have any chance of success. We are confident our product is by far the best on the market.

Iis perfected, here is my step-by-step procedure:

1.Outside research. You must really do your homework. I study all the important scientific studies done on other products on the market formulated with Celadrin.A very important step after you isolate the benefits of your product is to answer what I call the “So What” question. Explain and dramatize emotionally exactly why this benefit is so important to the prospect.

Tip: Don’t try to shortcut the preliminary research process. Few copywriters spend the necessary time on research. They are far too anxious to start writing the copy.

2.Check out the competition. Look at how competitors are naming and positioning their products. Examine the product benefits they are stressing. But as it is unlawful, do not copy their claims. Just use them for inspiration and ideas. And rise above what others are saying. Don’t forget, ideas themselves are not protected by copyright laws.Remember, your Unique Selling Proposition (U.S.P.) must be or at least seem different and stronger than others in the field.

3.Create a product name that is appealing, easy to remember, and therefore a great contributor to the positioning of the product.Tip: The product name is a crucial element in any successful product. Most product names in my view are weak and even boring. The biggest sin in any part of the marketing process is to be boring!

4.Create a compelling offer that includes at least one attractive free bonus. In this case we’re including a sample of the product itself.

5.Create a guarantee which completely takes away the customers’ risk. (This guarantee appears on the order form and is not shown here. It is an unconditional 60-day money-back guarantee.)

6.Finalize the selection of the media. In this case,here is what is being used:

(a) House buyers and inquirers mailing list (offline)
(b) House buyers and inquirers mailing list (online)
(c) Outside buyers lists of nutritional diet-related
and health-oriented newsletters and books

7.Write the copy. Now it’s finally time to prepare the copy. The first thing I always do is to work on what is responsible for 95% of the success–the headline. It should contain a dramatic and emotional promise.

The headline can be used both for envelope teasers offline and subject lines online. Without a powerful, provocative headline promise that you can prove in the copy, you have zero chance of success.

Here is the one-page sales letter:

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Use the above tips to help improve your copy. If you’d like to share your successful copy plus gain a chance to get additional exposure to thousands of entrepreneurs, send me your case history for possible publication.

This information, as always, is dedicated to increasing your success margin.

Your correspondent,

Ted Nicholas

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