Increase sales with information and an option to buy

If you are selling a product, you want people to come to your website in a buying mood. Unfortunately, most people look for information rather than a way to spend their money. This is nothing new.

But do you know how to turn information seekers into buyers? Let me show you one way.....

I will assume you are familiar with "sell the hole not the drill" statement. You want to focus your sales letter on benefits that solve problems. You list problems and explain that you offer the solution. You know what I mean, people who buy drills need a hole in a wall not a drill.....

Let them sell themselves

The key is to write your sales letter in a helpful tone and offer solutions to problems. BUT do not mention that you are trying to sell a product. You want to keep them reading. If they read enough you do not need to sell them anything - they will sell themselves on your product. So just keep listing common problems and explain that it does not need to be this way - you have the solution. But do not give any details - just state that it does not need to be a problem and you will explain what to do.

By doing this we are working on building fear of loss as well as desire. And since we are not talking about selling our product, chances are good that your visitor is reading the information with an open mind. Why an open mind? Because your sales letter sounds like it is listing information you offer for free on your website. No need to be a sceptic when the information is free.

Time to clinch that sale

At the end of the letter we explain that we have the solutions to all the problems we have listed "for only $29.95". At this point the visitor has developed desire as well as fear of loss.

Desire to own our product - that is desire to solve their problems with our help. We know this. Why would they continue reading if they had no interest - or desire - in our product.

Then there is the fear of loss factor. They came to our website looking for solutions - we have shown that we understand their problems and we have the solution. The fear of loss factor lies in leaving our website and not knowing HOW to solve their problems. Fear of loss is a very effective trigger for action. Make it even stronger by adding "bonuses" and "limited time" triggers.

This technique is a bit "sneaky". I should also add that it works best with long sales letters where you list problem after problem and then explain that the solution is near. Keep them reading. Get them hooked. Do it right and sales will follow.