Does your sales letter display confidence?
Grady Smith

I mean, does the reader really believe that you
have confidence behind your product? Do you
confidently show them that you know your subject,
and through your selection of words and phrases,
are you displaying confidence that this product is
the one that will solve their problem?

Confidence makes us buy, because we begin to see
that the person knows their subject. The lack of
confidence in a sales letter shows us they don't
feel comfortable with what they're saying. It
comes across as unsure.

It might not sound like much. You've read that
giving the potential customer specific benefits
that offer a solution to their problem is the
biggest hurdle. But the reality is sales depend on
how you present your material as to build
confidence in you as well as your product.

There was a time when I was a telemarketing sales
manager. I know, but don't hate me. Though I might
have interrupted a few dinners or got you up off
the couch, I am about to teach you something here.

My job was to teach telemarketing reps how to
sell. I would center in on someone that wasn't
making any sales, listen in on them, then after a
few calls I would let them listen in as I took one
for them. I would mimic their sales pitch, using
almost the exact same words that they did. But
nearly every time I did this I would make a sale
on my first call where they had struggled through
about thirty pitches without even a nibble.

Why was I able to make a sale after only one call
using the exact same words of a representative
that couldn't close a sale after 30 calls?
Confidence my friend. It makes all the difference
in the world.

So how do you apply confidence to a sales letter
you're writing?

Start by looking at some of the marketing pros out
there. See the words and phrases they use to
display confidence. If an online marketer is
making money with their sales letter then they're
displaying confidence in it.

Check your sales letter. Do you sound confident in
it? Are the words you're choosing stating that
you're very sure about what you're doing? Do you
show that you're the authority on the subject, and
that to pass on the offer would be crazy? Of
course, you might not say that, but your sales
letter should reflect it.

Write your sales letter like the product is
already sold, you're just explaining what they're
about to get. For instance, use phrases like
“You're about to learn all the marketing secrets”,
or “You are also going to learn”. Just keep in
mind that the customer is already sold.

That's not to say that you don't want to write
your sales letter in the traditional sense of
selling a prospect. But you want to sprinkle it
with phrases that assume anyone would make the
purchase after seeing the benefits they'll
receive.

Another phrase to use is something like “You can't
afford not to purchase.” It shows confidence that
the reader has to make the purchase or the results
could be disastrous.

Remember though, that customers still need to feel
in control of their decision. Using phrases like
“You are going to buy” sound threatening. By
crafting a letter that shows confidence, but
doesn't demand the customer to buy, you've got a
powerful sales tool that will work for you over
and over again. It's a thin line, but with
practice you will soon master it.

Confidence is to carry the assumption that the
reader of the letter will buy. You know it, and
soon they'll know it. I find that by having this
assumption when writing a sales letter I convey
confidence in my product. It works; you just have
to try it.

About the Author

FREE Sales Letter Critique by author and
copywriter Grady Smith.
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professional sales letter, classifieds and auto
responder messages.
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