Now, we have come to an interesting part of writing your sales letter where the champs love to
express themselves and the chumps wish there was no such thing as writing a sales letter.

I once heard the speaker at a Network Marketing seminar say, "Talk with personality". When
you compose your sales letter, write with personality. Don't write a stiff sales letter! Not only will
it be boring, your prospects would not likely buy from you - unless they have got no personality,
too.

Birds of a feather flock together. If you are fun and easy-going person, express yourself in
such a manner in your sales letter. Be friendly and approachable. If you are serious person,
you write in a serious manner (but not too serious, it might just sell people away from your web
page, and it is cheaper that way).

Remember that attract people of the same kind. If you have to take a personality test on the
Internet, please do. It will be worth your time!

Write casually. You may be in business but the key here is to write an informal letter. Address
your prospects with "Dear Friend" and not "Dear Sir".

Be personal and find how you can relate yourself to your prospects. If you are a break dance
enthusiast, you can relate to your prospects your first six months of snapping every bone in
your body before getting the power moves down.

You write with the understanding of the trouble and frustration your prospects are going
through therefore you have the solution - you are going to teach your prospects how to break
dance every step of the way with your how to videos!

Warning and tip: I noticed that many novices write their sales letters from the perspective of a
group of people or a company. This is obvious as they always address themselves as "we".
And very often, "we" refers to the Internet Business owner - and the web site domain name!

Don't hide behind a company or a group that never exists. Write from the perspective of "I"
especially if you are working alone. It pays to be personal in your sales letter.

That way, you can build trust with your prospects. Include your signature (not your real one)
and a good-looking photo of yourself, if possible.

If you have at least one business partner, you are still advised to write from the perspective of
"I" instead of "we". For example, at the beginning of my sales letter, I write:

From: John Doe with Jane Dee

Instead of:

From: John Doe and Jane Dee

That way, I can still write from the perspective of one person talking to my prospects and at
the same time, the prospects are aware of my business partner.

More examples:

If I have more two business partners

From: John Doe with Jane Dee and Robert Smith

If I have a team to represent (more than three members in the team, myself included)

From: John Doe with XYZ Team


Identify Your Prospect - It Is One on One

Now that you know you should write from the perspective of one person, you should also write
your letter to one person and NOT many people, although many prospects will visit the same
web page.

Do NOT address your prospects as "you all". Address your prospects as "you". Make your
prospect feel personal, as if you are talking to your prospect in person. Besides, I doubt your
prospect will like to be reminded of the truth that he is one of the many people visiting your
web page.

Study your prospects problems and needs. Very likely, the people who need your product
have the same problem.

For instance, if you are selling a product on weight loss, your customers are people who are
looking for ways to lose those fats - and you have the solution. Therefore, your sales letter may
start like the following:

Dear Friend,

Throughout my schooling days, my classmates kept mocking me Fatty Bom-Bom. It hurts like
knife through my heart. Not being able to get along with my friends, looking for a suitable
partner to go with to the prom and being called names owing to my physical looks was a
turning point in my life. So I had a dream.

Now, this is a personal letter from you to your prospect. Enter the word personal. Your
prospect surely understands you. He is an obese himself and very likely, he is having the
problems you used to have!

Let's carry on:

I know I am good-looking. I just need to get rid of those spare tires! So I set out and look for
every solution possible. I sampled slimming products - one after another. But none of them
worked. Today, each time I see those slimming ads, I say to myself, "hog wash!"

Up until now, your prospect understands what you have to say. He is probably thinking that
those slimming ads are hogwash, too! So, you have learned an important factor here: relate
yourself with your prospects.

Important! Before I forget, here's another important reminder: do not use slangs or be too
informal! Avoid using words such as "Yo dude" "whazza!" "Check out the juice" and the
likes.

Write your sales letter in simple English. This is a common problem especially for professionals.
Professionals are very prone to using technical jargons and flashy words that only another
professional of the same field like would understand.

Understand that not everyone's first language is English. When your prospects leave your web
page without understanding a thing, you know whose fault is it.


Some of the Most Important Questions Answered

In your sales letter, you MUST address and answer the important questions your prospect will
definitely have in mind when he is reading your sales letter.

I know. The problem is that you do not know who and how many of your prospects will be
seeing your web page but I will help you out here by giving you some of the most important
questions you MUST answer well, because these are the questions that almost everyone will
definitely ask.

Here we go:

1. Why should I buy from you? What credibility do you have?

2. Why should I purchase your product or service? Why not other people's?

3. Why should I trust you?

4. Why should I pay the price you ask?

5. Why should I buy NOW and not later?

6. How can your product or service help me?

If you cannot answer all of these questions well, your chance of making even at least one sale
is almost second-to-none.