There are certain vital factors to include when you’re writing a lengthy sales pitch. This applies to both email or online postings. They are easy to overlook, but a potential buyer needs to know them. Items I often see omitted include:
- What is it? Have you been explicit and unambiguous about the kind of thing you’re selling? Whether it is a CD or DVD, bracelet or earrings, online or in-person conference?
- How will a buyer be better off with this offering? It is easy to promote all the cool, nitty-gritty features. But you may neglect the big-picture benefits. These could include fewer hassles, greater earning power, more quality time with the kids.
- Who is “I”? New subscribers or first-time web visitors won’t know who “I” refers to unless you tell them who “you” are.
- Why should we believe you? Credibility boosters like testimonials, media accolades, years in business provide reassurance.
- How much, and how can people pay? Don’t make the price difficult to find, and name the methods of payment accepted.
- But what about _? Your presentation isn’t complete until you’ve imagined and headed off customer worries and doubts. Also mention how people can get questions answered.
Some people want it to happen, some wish it would happen, others make it happen.