Identify Your Prospect - It is One on One

Now that you know you should write from the perspective of one person, you should also write your letter to one person and NOT many people, although many prospects will visit the same web page.

Do NOT address your prospects as "you all". Address your prospects as "you". Make your prospect feel personal, as if you are talking to your prospect in person. Besides, I doubt your prospect will like to be reminded of the truth that he is one of the many people visiting your web page.

Study your prospects problems and needs. Very likely, the people who need your product have the same problem.

For instance, if you are selling a product on weight loss, your customers are people who are looking for ways to lose those fats - and you have the solution. Therefore, your sales letter may start like the following:

Dear Friend,

Throughout my schooling days, my classmates kept mocking me Fatty Bom-Bom. It hurts like knife through my heart. Not being able to get along with my friends, looking for a suitable partner to go with to the prom and being called names owing to my physical looks was a turning point in my life. So I had a dream.

Now, this is a personal letter from you to your prospect. Enter the word personal. Your prospect surely understands you. He is an obese himself and very likely, he is having the problems you used to have!

Let's carry on:

I know I am good-looking. I just need to get rid of those spare tires! So I set out and look for every solution possible. I sampled slimming products – one after another. But none of them worked. Today, each time I see those slimming ads, I say to myself, “hog wash!”

Up until now, your prospect understands what you have to say. He is probably thinking that those slimming ads are hogwash, too! So, you have learned an important factor here: relate yourself with your prospects.

Important! Before I forget, here's another important reminder: do not use slangs or be too informal! Avoid using words such as “Yo dude” “whazza!” “Check out the juice” and the likes.

Write your sales letter in simple English. This is a common problem especially for professionals. Professionals are very prone to using technical jargons and flashy words that only another professional of the same field like would understand.

Understand that not everyone's first language is English. When your prospects leave your web page without understanding a thing, you know whose fault is it.