HTWCC - Ch. 2 Flashcards
The fifteen building blocks of a sales letter
- Pre-Head
- Headline
- Deck
- Lead
- Body
- Subheads
- Rapport
- Bullet Points
- Credibility
- Testimonials
- Value Justification
- Risk Reversal
- Bonus
- Explicit Offer (Call to Action)
- P.S.
Pre-head
Targets the prime prospect for your message and grabs his or her attention
Headline
The “ad for the rest of the ad;” its job is to get the reader to keep reading
Deck
Reinforces the impact of the idea proposed in the headline and arouses curiosity.
Lead
Sets the criteria of whom this letter is for and what they stand to gain by reading it
Body
The bulk of your text; it consists of all the elements below
Subheads
Smaller headlines separating major sections; the “bucket brigade” of your copy
Rapport
Demonstrates that you know the reader, their pain, and problem
Bullet points
Brief statements that arouse curiosity
Credibility
Answers “why should I listen to this person?”
Testimonials
Third party proof that your solution does what you claim
Value justification
Highlights the value of the offer and contrasts it favourably to the price
Risk reversal
Removes the biggest obstacle to getting an order, which is fear
Bonus
Unexpected gift that enhances the value of your offer; the “extra degree”
Explicit offer
You “ask for the order” and tell the reader what to do
P.S.
The place to sum up the top benefit of your product for your readers