Although your sales letters should be aggressive and should make a strong argument for why people should buy from you, it is possible to go to over the top.
We have all seen sales letters like that.
They show money flying around; they show pictures of beaches and Lamborghinis.
And if you have someone write the sales letter for you and it ends up being too crazy and not believable enough, there are steps you can take to make the sales letter more down to earth by removing clichés, by adding in your proof, and by simply deleting the bad sentences and paragraphs that are causing the problems.
A cliché is a phrase that has been copied and repeated so many times that it loses its meaning.
An example of the cliché is the saying, "What doesn't kill us makes us stronger.
" We've all heard it so many times that it becomes cheesy.
If you see headlines or phrases about making piles of cash or about making money in your sleep, those are things that you've heard over and over on late-night infomercials and on web pages everywhere.
If you see a repeated phrase like this that's this cheesy, get rid off it.
The one thing you can add to a sales letter to tone down the cheese factor is to add a proof.
If you have a sales letter that's talking about making money with a video, show your real numbers and show how much money you've made with the videos.
Show how many views that YouTube video got you.
Show how many clicks you got from marketing videos.
If you're making a product about building a list, show how many subscribers you have especially if it's a moderate, not a huge number.
Just the fact that you are sharing your own personal results, as opposed to some general results, will make your copy a lot more real.
And finally, if you see a sentence that's just too far gone that you can't do anything with or that says nothing, delete it.
It's okay to take a five-page cheesy sales letter and reduce it down to a one-page sales letter that has all the facts.
I give you permission to do this.