At its simplest, a sales letter has two components: a pitch and proof.
Sales copy fails when you spend too much "real estate" on your pitch and not enough on proof.
Example: My sister-in-law is involved in a multi-level marketing company called Arbonne. She's been building her business for close to three years.
At one point, she hit a plateau. Couldn't find any good prospects.
Then she quit her job.
Now, she's got prospects coming to her. Why? Proof.
Quitting her job spoke far more than any pitch she could have come up with.
Proof comes in many varieties:
- Bank statements
- Screen captures
- Case studies
- Credentials (Dr., Ph.D., etc.)
- Before & After pictures
- Product Samples
The list goes on. Whatever your pitch is, figure out how you can offer more proof. People will only read so much pitch; they'll devour proof, especially if they're targeted prospects.