Don’t be afraid to expand on the benefits of your product or service. People who are interested in buying are interested in details. It’s meaningful that you tell them in emotionally compelling detail how your offer will make their lives better.

Getting the Benefits Right
Based on your research, you know that your audience wants certain things. Right? They want the results or the benefits that your product or service delivers. They don’t just want the features. In fact, they don’t want your product or service at all. They just want those results or benefits.

So, you should have a full and complete list of all the benefits of what you’re selling. If you do, great. If not, make one. Write down how each feature will benefit your customer.

Now, paint a word picture of the person having achieved the result of the first benefit. Then the second. Then the third and so on.

You should tell the reader the benefits of buying from you instead of your competition. If you don’t…they won’t.

The body of your sales letter should give the reader every excuse to buy your product. Your headline got them to read the letter, your intro story created some emotion, and your guarantee and call to action will hopefully close the deal. But it’s the body of your message that must convince the reader that the product will benefit them personally, and fix their unique problem.

Involve the reader in the letter by bringing it to life with a steady flow of interesting information. Write in an active voice. Build on your sentences and paragraphs so the reader is encouraged to continue reading.

Every sentence needs to be interesting: a reader can become bored quickly.

Make your offer stand out by highlighting benefits, not selling features. People don’t buy products or services; they buy the benefits derived from their purchases. Remember, you’re not selling ‘dining room tables’, you’re selling ‘a joyous haven where families bond and friendships flourish’. There’s a big distinction between the two approaches.

Use bullet points or arrows where appropriate to make your sales letter easier to read.

Your sales letter does not have to be limited to a single page, particularly on the Internet. What’s the best length? That will depend on your target market and your product or service. Many businesses who use sales letters find that longer sales letter are more effective.

When you’re creating your first sales message, I advise not going over three pages…or about 1,000 words. The shorter length will allow you to get something up and out more quickly. And since you’ll refine your sales message based on testing results as well as more testimonials and endorsements as time goes on, you have plenty of opportunity to add more content on an ‘as needed’ basis.