When you are writing a sales letter you need to ensure it keeps the reader reeled in till the last word.
One of the best ways to capture the attention of your prospects is to tell a feature-rich vivid story where you or a third person undergoes positive changes after using your product.
Here is a formula that you can use to build drama in your sales pitch. This is from a book called Developing Story Ideas by Michael Rabiger
This formula is called CLOSAT
One of the first things you need to do is to build the character in the story. You do this by describing his/her age, gender and academic background.
Make sure this is something that resonates with the majority of your prospects so that they can relate to the story and feel that they can acheive the results that you acheived using the product.
This is where the story is happening. This could be a home, a bar or a street. Depending on the product you are selling you can decide the ideal location.
For instance if your product is weight loss supplements then you can set this up as happening in a gym where two friends are discussing about an easy way to lose weight.
Object refers to what the characters are discussing about. In our case it is about the product. All the pictures and text in the letter must direct the attention of the reader to the product that is being promoted.
This is used to create either tension or to put the reader at a state of ease. In what situation the lead character of the story is in. Is he broke? Is he overweight?, Is he lonely? This will help you to build on how the lead character undergoes dramatic changes after using the product. Some people call it as the ‘lowest point’ in the character’s life where he is about to lose hope.
A story cannot have a dramatic impact unless there is an unusual act. You don’t have to go overboard here. Just describe something that the majority of prospects in your market doesn’t do. For instance, you could say ‘I interviewed the experts in the field to find a solution’ This is an unusual act as many prospects do not do this everyday.
After capturing the attention of the prospects you need to build tension in the story to hold their interest. Think of it like a graph that has constant ups and downs. The movement of the story should be akin to that.
One way you can do this is by describing the prospect in a bad situation in the beginning and taking him down to a worse condition slowly untill he reaches the ‘lowest point’ and then bam he discovers the solution(your product) and undergoes some dramatic changes.
If you use the above tools to build drama in your salesletters you can write compelling stories that will make your reader to hang on every word in your salesletter.