By mentioning the 3 proven ingredients I am getting somewhat specific and this makes the remedy more tangible. Once something is tangible it is easier for the reader to start to believe.

Peaking Interest

I have already shown the reader than I can empathize with their predicament. If they are looking for a solution to acne then it is safe to assume that they may have a serious problem with it. In the sub-headline I have gone a long way to show them that I understand what it is like to be desperately trying different medicines with no results and to be made fun of because of my condition. They have likely had the same experiences.

Now in the first paragraph of the sales letter I would briefly introduce myself and begin a story line that will re-enforce that I understand even more. I might talk about how turning 13 years old was the worst year of my life because that was when my acne started. I could add a sentence about how bad my acne really was. I would mention how I had tried all of the over counter products and had even seen a doctor but nothing had worked. Then came grandma and her old fashioned home remedy to save the day.

By this point the reader realizes that I do understand their problem and that maybe I really do have a solution that will work for them. So now I have their interest. After I show them that I do understand their problem I would then make another bold statement showing that I do indeed have the solution.

The bold statement could tell how I have now shared my secret family remedy with friends and it has worked for every single one of them, or something along those lines.

Now you need to demonstrate to them that you are qualified to offer the solution and that they can trust you to provide the solution. This is where some before and after pictures would work nicely. You could also sprinkle in a few testimonials at this point.

Create Desire

Now that they see you understand the problem and you have proven that you have a solution, the reader is interested enough and they are starting to build desire for the product. We will now escalate that desire by presenting the features and benefits of your product.

They are two very different things and I find that many writers confuse them. Features tell and benefits sell. Giving the features alone will not be enough. never list a feature and assume that the reader will understand the benefit that the feature creates. lay it out for them by presenting the feature and following up with the benefit of that feature.

example;

"The three ingredients in my grandma's remedy are odorless so that means you won't have to walk around school smelling like a medicine cabinet all day."

The feature is that the ingredients are odorless. The benefit is that the user won't smell like a medicine cabinet.

It usually works well to list your features and benefits using bullet points. It's important not to over do it with the bullet points however. Keep them in groups no larger than 7. If you have more than seven features/benefits, then list your first seven and then add a relevant sentence or two, or possibly another short testimonial, and then start your next group of bullet points, again not exceeding seven.

Back it Up

If you have a strong offer and your benefits have made a strong impression, then the reader's desire to own your product is now high. I like to use my guarantee to take away the risk and put a choke hold on their desire. Clearly explain your guarantee. A graphic of some sort is a nice way to present your guarantee. We have all received certificates as awards and warranties. By adding something like that to your guarantee it comes across as being very official and real. After all if it's in the form of a certificate it has to be legitimate right?

Here is an example of something I have used in the past;
 

So I have peaked the reader's interest by offering a solid guarantee because I have eliminated any risk. I am offering a proven solution to their problem and I have eliminated all of their risk with my guarantee. So the guarantee is positioned so that it has helped to take the reader from a position of having a desire to own the product to a position of taking action to own the product.

Continued on page 4

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