Step #1: Headline. The only purpose is to grab somebody s attention. Don t try tosell their product in your headline. Don t say Discover how to lose weight in only7 days for $29.99 . Instead, it should just make them stop in their tracks and keepreading. They will want more information based on the headline, not just a run downof what they are selling.
Not sure how to create a headline? Try this exercise: To create headlines they can brainstorm for ideas through a headline drill . In twominutes, try to come up with as many headlines as they can for the product orservice that they are trying to sell. Write everything down even if it doesn t makeany sense. Be focused and let their brain dump out all the possibilities.
Then look at all the headlines they have created and tweak them. Pick the bestheadlines. Then decide on the number one headline. How do they decide what thenumber one headline is? Go by their gut feeling.
You can use sticky notes to do the headline drill. They can place them on the wall.This works very well, especially if they are a visual person.
Step #2: Subheadline. This is an expansion on the headline. It expands or supportsthe headline. The goal is to pull the reader further into the sales letter. Don ttalk about the product or the benefits just yet.
How do they write a subheadline? Go back to their headline drill and pick one of theheadlines they created that didn t make the cut for the headline. This headline canbecome the subheadline.
Step #3: The salutation. One of the best salutations to use is Dear Friend . Thismakes it warm and personal. Keep it simple.
They can also use the customer s name as the salutation in emails. People are notfreaked out by this in emails because they know that they gave their name when theysigned up for your email list.
Tip: These steps are in the order they should appear on the page.
Follow these three steps to get started on writing their sales letter. Take the timeto go through headline drill and come up with the best headline and subheadline theycan.
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