I am going to let you in on a little secret. It’s a secret not very many marketers know. But once you discover this secret, you should be able to boost your conversion rate of your sales letter immediately.
Most people aren’t going to read all of your sales letter!
Sure, some people will read from the headline all the way down to the order button in one fell swoop. However, most people are going to go to your website, read your sales letter, and scan down to the bottom of the page looking for the price.
That’s right, all that copy you worked hard on, most people aren’t going to read all of it. So what you need to do is make your sales letter more “scannable”.
The number 1 way to do this is to use subheads. These are large chunks of text that you will intersperse throughout your copy.
The subheads do 2 things:
1) They serve to break up the copy so the sales letter doesn’t look like one big long column of text. This could intimidate people and lead them to not reading your letter.
2) They serve to provide a way for the “scanner” of your sales letter to get the idea of what is being sold in the letter. That way, if what they see gets their interest, they will go in and read the entire letter!
So the next time you write a sales letter, make sure that you can scan JUST the subheads and get an idea of what is being sold. If you cannot scan all of the subheads and not get an idea of what is going on, then you need to revise your subheads.
One more quick tip: you need to make sure your P.S. is as good as your headline! Since most people are going to go to the bottom of your letter, it is critical to have a P.S. that really get’s their attention and urges them to read the rest of your ad.
That’s what you need to go to get more “scanners” to buy your product. And most of the people who are going to see your sales letter are going to be scanners.