Sub-Headline
This is the next most important component after the headline. Your sub-headline serves as a "hook" that will encourage your prospect to read further.
Basically, your sub-headline summarizes your sales letter and must elaborate on the benefits of reading your letter thus creating the urgency for your prospect to read - today, and no later!
You can also provide the "if problem, then solution" scenario in your sales letter. Usually, your sub-headline is smaller than your headline in size, and bigger than the regular fonts on your web page.
Examples of a sub-headline are:
Do you think you could learn something from someone whose websites are all within the top 1% of all sites visited online and several of which are in the top 1/10th of the 1% of all sites visited online?
At last, the truth will be unveiled in 212 power-packed letter-sized pages, PDF Format, so that YOU can CURE your asthma and get your breath back in the comfort of your own home!
Addressing Your Prospect
Below your sub-headline, comes the "From", Date and Greeting lines.
From: [Insert Your Name Here]
Date: [Insert Automatic Script That Show today’s Date]
Dear [address your prospect], |
Alternatively, you can write the following sentences:
- From the keyboard of [Your Name Here]
- From the desk of [Your Name Here]
- From the laptop of [Your Name Here]
This is important as your prospect wants to know where the letter he is reading comes from.
As for the script that automatically show today’s date, your prospect would appreciate you having him aware of the most recent date. Therefore, there is absolutely nothing wrong with using a date script. In fact, it is the same as using a direct mail piece where the date is located at the top of the letter.
You can search the Internet for a free date script, but I will save you the trouble by including the following HTML codes into your web page below which I have personally found and used.
<SCRIPT LANGUAGE="JavaScript">
<!-- This script and many more are available free online at -->
<!-- The JavaScript Source!! http://javascript.internet.com -->
<!-- Author: www.cgiscript.net -->
<!-- Begin
// Get today's current date.
var now = new Date();
// Array list of days.
var days = new Array('Sunday','Monday','Tuesday','Wednesday',
'Thursday','Friday','Saturday');
// Array list of months.
var months = new Array('January','February','March','April','May',
'June','July','August','September','October','November','December');
// Calculate the number of the current day in the week.
var date = ((now.getDate()<10) ? "0" : "")+ now.getDate();
// Calculate four digit year.
function fourdigits(number) {
return (number < 1000) ? number + 1900 : number;
}
// Join it all together
today = days[now.getDay()] + ", " +
months[now.getMonth()] + " " +
date + ", " +
(fourdigits(now.getYear())) ;
// Print out the data.
document.write(today);
// End -->
</script>
Now, address your prospects with a:
Dear Friend,
If you want to target a specific group of people or qualify your prospect, you can be more accurate in your address. For example, if the only type of people who will be interested in your ringworm remedy are those who are suffering from such infection, you can address:
Dear Ringworm Patient,
If you are targeting another Internet Marketer as only they will be interested in your offer, you can address:
Dear Internet Marketer,
While this makes your sales letter as laser-focused as possible, be warned that you can possibly lose potential customers who are not whom you addressed. For example, maybe a non-Internet Marketer can also be interested in your product but is not an Internet Marketer?
If your target market is broad, you will be safe to use "Dear Friend" to address your prospect. Not only is it a friendly approach, almost anyone can pass by as a friend.
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