How to Build a List With a Mini-Sales Letter

In this article, I want show you how to change your squeeze page into a mini-sales letter. This format is becoming more common. This may be due to the fact that experts have better looking web pages; but it may also be because more persuasion is required to get people to sign up at all.

The standard practice for squeeze pages has been to put everything above the fold. That’s so that visitors can see everything on the page at a glance, and then when they reach for their mouse, do so only to fill in the form.

And so that means that as a mini-sales page, it will not contain all of the elements that a full-sized letter would.

There’s another reason why some sections in a normal sales letter will be omitted, that is because no purchase is being made.

For example, there’s no need to offer a guarantee because the product being offered is free. If subscribers don’t like it, they can still keep it; and if they really don’t want to be on your list, all they have to do unsubscribe.

There are three parts to the squeeze page that make it into a mini-sales page.

1. Headline

The headline is there to grab your visitor’s attention. It will make a bold promise; something that is so amazing, that it stops you in your tracks.

Quite often you’ll find them in bold print. Sometimes the text will be in red. It could be underlined or double underlined.

It could even have a combination of font and hand-edited markings.

The goal is to make you stop; to get you to read what’s on that page.

2. Subheadline

The subheadline explains the headline. The headline grabs your attention, and then makes a promise that’s so big that you want to learn more.

And then the subheadline give you that little bit more information that you want so that you’ll keep reading.

3. Benefits

The benefits are all about what the free product will do for your visitor.

This is no different from the features vs. benefits contrast that you refer to when creating any other kind of promotional information.

If you’re selling a product, then the benefits are what your customers pay you for. It’s what they want.

With the free product, the benefits are those things that they would want if they were paying for that product. And that says something about that product, too. It needs to be of such high value that people would buy it if it was made available for sale. In other words, a free product can’t feel like it has to be free.

The benefits also need to be taught in a story-like format. This can be particularly challenging give the fact that the font needs to be fairly large, and all of the information has to be above the fold.

You may have room for only two or three sentences, and they must be written in a conversational style, as well.

If anything, writing a mini-sales letter is more difficult that writing one that is full length.

But, if you can connect with your visitors as a result, then you will see your list grow.

Written in a conversational style. Just like you’re having a chat