It’s common knowledge that the headline is the most important aspect of any sales letter. But do you know the 2nd most important part?
This is where you roll into your sales pitch. Most marketers really botch this up because they start on some kind of tangent that doesn’t make sense, and end up losing the reader as a result.
One thing you can do is to borrow a version of the introduction that famous copywriter Gary Halbert used over and over again. It goes like this:
“If you’ve ever wanted to lose weight fast, than this will be the most important message you’ll ever read!”
The reason this is effective is because it gets straight to the point. You need to imagine yourself going up to your prospect in a bar or restaurant, sitting down in front of them, and beginning your pitch.
When you do this, you cannot imagine yourself going into a boring pitch that’s going to lose your target audience’s interest. When you modify the above Gary Halbert opening line, you automatically know what the pitch is going to be about.
And anyone whose experiencing that problem is going to pay attention!
Further, you need to take your target audience into account. Most people have boring jobs and look forward to plopping down in front of the TV every night. Your sales letter need to be the most important thing they’re going to read all day.
That’s why you need an introduction that’s going to cut through all the clutter that’s going on in their heads and get them to take action!
One more thing, you can easily take the above introduction and modify it so it says something similar. Here’s an example:
“If you’ve ever wanted to lose weight than this message will cut to the chase and give you the answers you’re looking for!”
It’s just another variation you can play around with. But make no mistake: the introduction to a sales letter is extremely important. You need to cut right to the chase!
Live, Love, and Laugh!