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Formatting Your Sales Letter

It's important to format your sales letter well. You can have wonderful words there that would persuade the reader… if only you'd formatted those words in a pleasing way. Your sales letter should look professional and appealing. It shouldn't be distracting or people will just click away. Not to mention there are some time tested formatting 'tricks' that work to increase conversions-that's what I'm going to share with you.

First, there are some common issues newer copywriters tend to run into when they try to write and format sales copy. First, you might end up with a 'sea of text.' This happens when you don't have any white space, subheads, a different sized headline, etc. You just sort of write your sales copy and let it go.

No one wants to read just a wall or sea of text! It's hard on the eyes and it's not appealing at all. People will click away because it's not appealing at all to just have a ton of text there with nothing to break it up. You need white space and objects (like boxes, graphics, and other formatting items) there to break the text apart and draw the eye to text that is particularly important.

That's one of the most important tips.

Also, make sure the headline is the focus of the very top of the page. You have just a few seconds to capture people's attention so the headline really counts. Take a look at how very successful sales copy is written in your niche and how they've formatted their headline to get some ideas for formatting yours.

Here are some additional tips.

When you format your sales page, make sure you've:

  • Made the headline larger, put it in quotes, and made it a different color. The headline is the first thing people see so it needs to be the most eye-catching so they'll go ahead and stay on the page.

  • Used short sentences, conversational language, and lots of white space (use shorter paragraphs)

  • Used subheads in a larger, bolder font than the body of the text (and make sure these subheads are the story within a story- the letter should make sense even if the subheads are all the person reads at first)

  • Used bullet points to break the text up and draw the eye

  • Used graphics where appropriate

  • Used a 'skinny' sales letter format, when appropriate (this draws the eye down and is not as intimidating as a wide wall of text)

  • Used boxes and separators where appropriate

Take another look at the sales letters in your niche for help with formatting.

You'll see some variations but also some things that tend to hold true no matter what.

There are some great options that will help you format your sales letter like a pro. There's no need to mess with HTML or anything like that when you use these tools. I always recommend people use WordPress for many things they do online, and getting your sales page up and running is no different. If you don't want to use WordPress then there are bound to be tools that can help you with whatever it is you're using.

For those using WordPress, I can highly recommend WP Enlighten. This tool is fantastic, easy to use, and really puts out a great looking and attractive sales page. There are sales page templates you can have ready to go for every sales page you create for a consistent look. I use this most often. It's what I'm used to and I think it does a really nice job. My copy and sales page formatting tends to convert well, and I think it's due in part to this tool. I do recommend it.

Many people also use Optimize Press, which also helps you easily create professional looking pages. This is fairly expensive, but it's very flexible and does a nice job with full sales funnels and even membership site formatting. I've been impressed with the pages I've seen formatted/created with OP. Very professional looking even when created by novices. Another is Instabuilder, which is similar in some ways to WP Enlighten.

Look around and choose the option that's best for you. I think you'll be very impressed with the way your sales letter looks after you've used any one of these tools.

Making Your Sales Letter Live

Once you've edited and formatted your sales page, it's time to make it live. This is exciting and intimidating all at once!

Part of this is making sure you know what you're using for the back end. Are you using something like Nanacast, JVZoo, WarriorPlus, or another platform? Take a look at the options that make the most sense for you and your niche.

The platforms I've mentioned connect with your payment processor (like PayPal), give you "buy buttons" to use on your sales pages, help you integrate with your autoresponder company, and help deliver your product. They also help you get and maintain affiliates.

Get the back end of this set up before you make your sales letter live. This can be complicated the first time you do it but honestly all of these services have gone out of their way to make the process easy. And even if you're stuck, there are always great help documents and even YouTube videos available.

There's something very special about getting your sales letter live. It's a feeling of accomplishment.

You might also have some butterflies, wondering if your sales letter is actually going to work! If you drive quality, targeted traffic to that sales page, then you should make some sales. If you aren't making as many as you thought (or any), then it might be time to go ahead and tweak some things. Don't worry about anything- use every experience related to writing and making your sales letter live a learning experience. Mastering this process is something that will pay off for you in many ways.


If you find this content helpful, you can find lots more like it, that you are free to use for your own purposes, at my main site:

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