“How To Write A Riveting Sales Letter That Closes Sales” By Mike
Jezek, the Sales Letter Psychologist

How do you get people’s attention and build their interest to
take the time to read your sales letter? Let’s face it. If you
can’t get the attention of prospects and keep their interest
your sales letter will just fall flat on it’s face and thus not
make you much money.

Today, I’m going to show you how to take that limp sales letter
and inject more money making power into it. How? You make your
sales letter more riveting. And you do that by creating a thread
of curiosity and or surprising information that keeps your
prospects on the edge of their seats. There are various ways to
do this, but today I’m going to show you three simple things you
can do right away to make your sales letter more riveting.

1) The 25% Rule: Simply stated, if the first quarter of your
sales letter isn’t absolutely compelling and interesting enough
your sales letter will bomb. So here’s what you do. You craft an
irresistible benefit laden headline and subhead that pull people
into the first sentence of your body copy. You write the copy in
such a way that to complete the thought forces your audience
into the next sentence. Next, your first paragraph will
naturally flow into the second paragraph and then into the third
and so on. The trick again, is to write the copy in such a way
that you’re using stories, case histories, testimonials news or
even descriptions that take several paragraphs to write. Then
you break this huge block of copy up into multiple paragraphs.
As a result, the first 25% of your sales letter should become
riveting.

2) Sentence Enders: At the end of key paragraphs you can add a
special sentence that beckons your prospects to read into the
next paragraph. Here are several examples: “Stay with me.” “Let
me explain.” There’s more.” “What happened next will surprise
you.” “I was blown away by what happened next.” “Now here comes
the good part.”

3) Preview: Have you ever noticed on talk radio or on various
news programs that the announcer or radio host will give you a
preview of what’s to come in their show in order to whet your
appetite to know more? You can do the same thing throughout your
sales letter. Note this technique is closely related to Sentence
Enders. Here are a few examples. “As you read on, you’re about
to discover how XXX can boost your sales by 30% to 400% in just
7 short days.” “I’m going to reveal my magic metabolism secrets
that can peel off 20 lbs within 30 days time. But before I do
… ” “In the next 5 minutes as you read every word of this
letter, you will know the 7 secrets to exploding your online
profits without paying a single dime in advertising costs.” “By
the time you finish reading this eye-opening letter you will
know how to take these three fighting techniques and stop any
attacker foolish enough to get in your face.”

Here’s the bottom line. You must keep your prospects focused on
your sales message. If your sales letter is like most people’s
sale letters - boring - no prospect will take the time to read
it and as a result you won’t get sales. Use these three
techniques and try inventing some of your own to keep your
reader focused and riveted on what you’ve written. Build
suspense in your sales letter. As if you’re constantly dangling
a carrot before them. Do this and you should see your sales
boost.