Why Your Sales Letter Isn't Selling

From the Desk of Caryn Murray,
Copy Writer, Marketing Consultant, & Human Being

Fellow Business Owner,

Don't worry... I'm not trying to sell you anything. It's funny how you scrolled down to look for a price tag though. This isn't a squeeze page, there's no opt-in to sign up for anything... none of that. Promise!

There is, however, some valuable information I'm going to share which might explain why your sales letter isn't selling. You don't have to admit it to anybody other than yourself... but you're not really making a seven figure income, are you?

In fact, you might just be pushing a 4 or 5 figure income.

Seriously, don't worry about it. You're not alone, and nobody has to know that you are struggling.

However, I want you to step out of your shoes for a few moments and-don't put on anybody else's shoes.

Just hang out, barefoot, and relax while I tell you exactly what you can do to turn things around.

Fact: Consumer Confidence is WeakNon Existent...
I asked you to take your shoes off for two very good reasons, and neither of those reasons were to be cute.

The first: did you actually do it?

Maybe not even literally, but did you mentally picture yourself kicking off those shoes? If you did, then you might feel offended when I point out that I just manipulated your thoughts (or actions.)

If you didn't, then you might have dismissed the idea because you are not susceptible to manipulation. Good for you, and you're not alone in that current mindset.

The second reason I asked you to remove your shoes was to make a very simple point: you're a business owner or a sales person and that is something which will never change about you.

When it comes to business, it's always us against them.

"Us" refers to those who are trying to sell something... a product, service, or idea.

"Them" is everyone else who should be buying our products, services, or ideas.

We refer to them as numbers, statistics, targets, and everything else... but even when we're doing market research we forget the most basic and natural-scratch that, the most important-part.

"They" are people, and they are not the enemy. Nor are they as easily manipulated as we could hope.

And why would you even hope for that?

Even when wearing your sales person shoes, you are still a consumer yourself. You buy things, right?

How do you feel when somebody tries to manipulate you?

With that being said, there is a darn good reason why consumer confidence is a thing of the past. In fact, it's even worse. Welcome to the 21^st century, failed confidence has nothing to do with your (lack of) sales or the economic recession.

It has to do with the basic human need to trust somebody. This is a need that is no longer being met.
• People have lost trust in our government, or any elected officials. Not only has there been too much corruption (and you don't have to follow politics to see that) but it has become very clear to the average hard working American that our better interest as individuals are not being met...

• People are losing trust in law enforcement, from corrupt police officers and judges to the blatant disrespect of our civil rights in general

• More and more people are losing faith in the medical industry, a multibillion dollar corporation that practically defines capitalism. (Luckily, the alternative medicine industry is cashing out on this...)

• Of course we can't trust banks, credit card companies, or any other lending resources.

• What about the media... you can always trust them, right?

Every night, another thousand Americans go to sleep with a new question in their mind. "Who can I trust?" After falling asleep with the television on, the answer is quite clear in the morning... nobody.

Everybody is trying to sell you something, or manipulate you in some way for a reason that is self serving.

"Is there anybody out there who cares about somebody other than their self?"
From radio to television to the internet, the answer has become a big, fat "NOPE" but it doesn't have to be that way.

You can stop contributing to the madness, starting today, by forgetting that you are a sales person and remembering that "we"-just like "they"-are human beings with a purpose: survival.

Obviously, you don't have to stop selling. That's not only how you survive, but it's how you live. You are who you are, and it's who you were born to be.

But you're not currently selling the way you should be, and it's because you are missing respect.

Another Fact You Should Already Know: People Don't Like Being Sold To.
Yeah, I know you've heard it before. People like to buy things, but they don't like being sold to.

That, my friend, is why your sales letter isn't selling anything. These may have worked, and they do still work-but not for everybody.

The truth is, sales letters aren't always the best way to convert traffic into customers. This method of sales copy writing has been over rated, over done, and the entire process can now be sniffed by the average consumer as another attempt to manipulate.

Believe it or not, you don't need a sales letter to convert. If a sales letter hasn't been converting for you... here are 7 things you can do yourself to turn it around.

1. Develop a Friendlier Format
By now, it's pretty easy for an average consumer to recognize a squeeze page... and its purpose. Those great freebies are always followed by spam emails and pressure to buy something. While this approach is still powerful, it's not right for everybody. If it isn't working for you, drop it and try something different!

2. Stop Being Manipulative!
You're not trying to be manipulative, but you are. When you do your market research, you focus on the emotions of your "target" (see, a manipulative phrase) and figure out how to pull the right strings to encourage a purchase. Manipulation is a powerful copy writing skill that isn't necessary to turn a reader into a customer. Considering the mistrust crisis... find the best way to suggest a sale without relying on the use of emotional control.

3. Get Off Your Pedestal!
Maybe you've already tried to "level with your reader" but that's not the same as being on the same level. To make friends, not enemies, you have to prove that you too are a human being. Building character is already necessary for sales copy writing... but shouldn't be used as another manipulation tactic. In other words, be real!

4. Focus on the Benefits, Not the Features
Okay, so this isn't new advice but it is good advice. Once you've explored the real human emotion of your traffic, you'll find it easier than ever before to sell your product... because you won't be trying to sell anything.

5. Get Rid of the Hype Already!
This might even mean reconsidering the cost you're asking for a product... but big promises are the worst thing you can be doing if you want to build trust. In case you haven't already figured it out... the whole purpose of this letter is to remind you of the importance of trust and respect.

Here Is Where I Try To Sell You Something...

Just kidding.

Doesn't it feel wonderful to get something for free, without any strings attached... just because?

Ah, the power of selflessness...

Thanks for reading this letter; I hope it serves you well in the near future.

Caryn Murray

PS- Have a wonderful day. :)

(Caryn is a copywriter and founder of Anonymous Ink. She specializes in web marketing and conversions, by focusing on a consumer perspective.)