Pinpointing The Cause Of A Low Converting Sales Letter

I recently had a student of mine who did a product launch and was somewhat puzzled by the fact that people were opting in like crazy, but her sales letter only converted at a rate of 1%. She really thought it was the sales letter itself that wasn’t quite strong enough while her husband argued that maybe it was the price of the product that was turning people away.
Of course both are important things to consider. However, if you have already sold a few copies to your subscriber list, they may be ticked off to find that you lowered the price after they had already purchased. So, if you believe the problem to be the price then you really need to think of a good reason to lower the price and a creative solution to keep all your customers happy.
If you think the low conversions are the result of a poor sales letter, then you need to go back through your copy and pinpoint the areas that need to be improved to maximize your sales. So, the question is “How do you know where the problem lies to be able to fix it?”
Well, the first thing you want to do is check to make sure that your header is creating enough curiosity that readers want to continue reading. Secondly, you may want to add a sub header as well to keep their interest. When you start your letter off I always recommend that you personalize it with a “Dear Friend” or something to that effect to make your readers feel they can trust you.
Sometimes, depending on what you are promoting, adding your picture can be effective if you come across as someone who is sincere and trustworthy. If you feel inclined to do this, the best place to put it would be on the left-hand side of the page along with your full name underneath the picture.
If you use a bulleted list to expand on some of the benefits of your product, make sure that you keep the number of bullets down to maybe six or seven. If you feel you need more, then I would expand on the individual points more and spread them out to make them easier to read and digest.
Your sales letter should really tell a story. Don’t go for the kill too quickly, instead try to build the storyline up a little bit. Tell your audience why they need what you are offering and maybe hit on what the consequences of not purchasing your product may be. Find out what the pressing problem is that people are having, what is keeping them awake at night and really build that up to create a sense of urgency. Basically, you want to cut them up. What I mean by that is find out what their pains are. Then once you find that out, you need to dissect the pain a little bit more.
You want to use this thing that’s called the CAB technique. C stands for cut, so you want to find out what all those pressing things are and just cut them open. Then the next thing you want to do is go to the counter and grab some salt and pour the salt on the wound. That’s what the “A” is for, agitate. You want to agitate the hell out of it! Until they’re like, “You know what? We’ve got to do something about this. We’ve got to take care this.” Then the next thing you want to do is Band-aid it. The Band-aid is your product.
Some other things you may want to do is add some testimonials, offer a bonus if you have one and most importantly, make sure you offer a money back guarantee. That takes away all of their worries.