Every good sales letter uses the AIDA formula to turn readers into buyers. It defines the orderly process of making your sales pitch on paper. Here's how it works:

* Attention: If you don't grab the reader's attention *now*, your letter probably ends up in the trash. So start with something that the reader would want to know, like "Slash Your Utility Bills By Half!"

* Interest: Use the first paragraph to expand on the benefit promised in the headline. You have to get right to the point to keep the reader's interest. Keep the entire letter focused on the *benefits* the reader gets from your product or service.

* Desire: Desire is an emotion. In addition to keeping the reader's interest, the sales letter must stir up the reader's emotions. Tell how the reader's life will improve after buying your product or service. It could be increased sales, more productivity, money saved, whatever. The desire you create must be strong enough to overcome any objections the reader might have. Ultimately, you have to make your offer worth the reader's time . . . and money.

* Action: A good salesperson knows: always ask for the order; so should your letter. This may seem obvious, but many sales letters never get around to telling the reader what to do next. Be sure to give a reason why the reader should act *now*.

THE MOST IMPORTANT ELEMENT OF YOUR SALES LETTER

It's the headline. It's important because if the headline doesn't grab the reader's attention *now*, your sales letter ends up in the trash. The headline should contain a major benefit of your product or service, conveyed at a glance. It might look something like this:

REDUCE YOUR UTILITY BILLS BY 35% or... 10 STEPS TO A BETTER MEMORY

You probably won't come up with a winning headline on the first try. Write down everything that comes into your mind that might work for a headline. Combine parts until you have several headlines you think will grab your prospect's attention.

WHY IS THE P.S. SO IMPORTANT?

Studies have proven that after the headline, the P.S. is the most read element of a sales letter. Use it to summarize your offer, reinforce your major benefit or add an extra incentive to get the reader to respond now. Think of the P.S. as a second headline, and give it high
impact.

CONCLUSION

Your sales letter doesn't have to be perfect. Start off with something of genuine interest and importance, and let your sincerity sell it. Be personable and look for the opportunity to help your prospects improve their lives and their businesses. Gimmicks fail too often. When your letter shows you want to be of *service*, you're on the way to sales letter success.

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