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Anatomy of a Sales Letter or Sales Page – Service Business – B2C

When you know you need to tackle the ever-present challenge of cashflow to avoid the peaks and troughs of business, the task can seem daunting.
A template to follow can be useful.
This one can be tailored to suit any of the specific services that you offer. Try to keep it as narrow as possible for best effect.
It can then be used as sales letter for an email mailout or the landing page for a promotion.
Part 1
Attention Grabbing Headline.
If you miss this, you may as well not bother with the rest. If you struggle with headlines, take a look at some of the free online headline generators to help you out.
Example:
Industry Expert Spills the Beans on the best way to use [SERVICE] to beat the [PROBLEM/CHALLENGE]
Part 2
Highlight Service and Result
Part 3
Salutation
Dear Friend.
You can also include the sender details (yours) and the date/time if you wish.
Part 4
Ask a couple of Questions
Focus the reader to ensure they are going to read the whole article/page/letter. Identify the greatest challenge that they have.
Firstly what they want (the solution to the challenge)
Secondly what they want to avoid (the challenges they no longer want to put up with)
Example:
Are you looking for a proven [TYPE OF BUSINESS] professional to help you with [MAIN CHALLENGE]

Have you had enough of trying to take care of [CHALLENGE] on your own and just want someone to help you deal with it so you can relax and enjoy life.

Part 5
Dot Points – 4 benefits of your business.
Be careful NOT to put features here. Ask what the client will experience from your service.
• [benefit of your service]
• [benefit of your service]
• [benefit of your service]
• [benefit of your service]

Part 6
Invitation to continue
Include the reason they should keep reading.
Example:
Please read on …
Because you are about to discover how people like you have already experienced [POSITIVE OUTCOME 1, POSITIVE OUTCOME 2 AND POSITIVE OUTCOME 3] since they began working with me.
They no longer have [CHALLENGE 1] … no [CHALLENGE 2] … not even any [CHALLENGE 3]
Part 7
A BRIEF outline of you and your business.
You need to inspire a bit of confidence in the readers. Why should they believe you or work with you? What makes you the expert?
Cover:
Number of years’ experience
Number of people helped
Why you do what you do
What you have invested or sacrificed to obtain the knowledge you now have
Your credentials
Reassure them that you are the right person for the job.

Part 8
More detail about the full range of services you offer.
Be sure to emphasise the benefits the reader will enjoy from each of them.
Address the obstacle of budget at this point.
Part 9
List the expectations the reader will have fulfilled through working with you.
Reassure them with an explanation of your commitment to their positive results.
Part 10
Testimonials
3-5 testimonials (real) from clients who have experienced the exact improvements this letter speaks about.
Part 11
Guarantee
Remove the risk. Offer a guarantee to demonstrate how serious you are.

Highlight the fact that they have no risk in working with you.
Part 12
Discuss the value you offer, rather than the cost.
Identify what it is costing them to continue dealing with the challenges they currently have.
Specify what they can save by working with you
Outline any payment options you have available
Part 13
Call to Action
Tell your readers what to do
Example:
Phone xxxx now to book your xxx introductory consultation, or simply fill out the form on this page.
Part 14
Summarise
Repeat the 2 primary challenges you will help them overcome.
Explain how the consultation will help them specifically.
Remind them of no risk.
Place a time limit on the bookings. Have a real reason for them to act swiftly.
Part 15
Call To Action 2
Repeat the best way to contact you to make the booking
If this is being delivered online – have a clickable link – otherwise write the website link in a simple format for the reader.
Part 16
Final reassurance that the challenge can be overcome.
State the solution and benefits they will have once they have worked with you.
Part 17
Sign Off as you and your company name

Part 18
PS
Put the link to the booking form in here so it is easy for the reader to find when they have read through.

Feel free to alter this as much as you wish – after all, it is your and your audience. This is a proven template though, to guide the reader though the thought processes, from “cold contact – I don’t know you” to “yes, I understand how you can help me and I want to work with you”.