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10 Sales Letter Questions You Must Answer Before They Buy

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10 Sales Letter Questions You Must Answer Before They Buy | The Copy Cartel

If you struggle with writer’s block and you’re unable to get out your sales letter quickly, you are dealing with unstructured chaos. And the more time you waste, the more sales you lose out on.

Copy is never written, it is built through research, templates and swipe files. But I discovered a book with a compelling idea that teaches you how to write a winning sales letter by just answering 10 questions.

The 16-Word Sales Letter by Evaldo Albuquerque takes you through these 10 questions step-by-step and when you answer each question thoroughly, you’ll have your sales letter ready to launch with customers buying your product…guaranteed.

That’s because…

“The secret to converting copy is to define the one belief, then answer these ten questions.”

So before you try to write one word of copy, ask yourself this question first before you answer these questions in your prospect’s head.

What is my one belief?

Evaldo says that every great product, service, or brand has ONE belief that it markets to its audience. This one belief must present a new opportunity that is line with the target’s desire. And the only way to execute this desire is when the customer purchases the new mechanism the seller offers.

For example, the one belief for Evaldo’s book is…

Following a copy system that provides clarity, purpose, and structure (new opportunity) is the key to writing converting copy in no time (desire) and it’s only attainable through The 16-Word sales letter (new mechanism).

Once you define your new belief for your product, you now have to answer 10 more questions in your sales letter or video to close your potential buyer

Question #1: How is this different from everything else?

Your one belief must present a new opportunity that is unique. Your new opportunity has to excite your customers so much that they’d be ready to do anything to get your product.

I know for a fact that my own brother would lure me into a trafficking ring for a Tesla. It can’t be boring. Evaldo says your new idea has to activate neural and dopamine pathways in your target’s brain.

Something to make them go…“Oh damn, I never thought of it that way! I’ve got to have this!”

The reason why I enjoyed this book is because its new opportunity presented such a unique idea. 

“Wow! In order to write a winning sales letter fast, All I have to do is answer 10 questions?”

You’re damn right! Like a dog with a bone, I’ve got something new to salivate over. And I want to share this idea with other people.

Answer these 10 questions, and you’ll have a winning sales letter. That’s how this book is different from every other copywriting book out there.

Question #2: What’s in it for me?

Your new opportunity must quench a desire your target wants. So you have to present a big offer, claim, or promise that is useful to them. So what’s in it for you if you read this book?

Well…you’ll get to write copy that converts…fast. All you need to do is answer these 10 questions.

You won’t ever have to deal with writer’s block or information overload. You’ll become a cash-seeking missile of a copywriter.

That’s what you get from reading from reading The 16-Word Sales Letter.

#Question #3: How do I know this is real?

So once you have presented a new opportunity with a big promise, you need to back it up with some proof. This book explains how you can beef up your new opportunity with proof in the form of:

  • Testimonials
  • Demonstration
  • Case studies
  • Research

Here’s a testimonial from a credible authority in copywriting on this book.

“It’s not often that I come upon a copywriting strategy that feels new to me. And even less frequently do I encounter one that is both new and exciting. Evaldo Albuquerque’s “16 Word Sales Letter” is such a strategy. I’m going to recommend this as a must-read to all my copywriting proteges.”Mark Ford, best-selling author and chief growth strategist for Agora, Inc.

But nothing ties proof better like a well told story. Evaldo Albuquerque has also generated over a $100 million in sales as a copywriter using this method.

Not bad for someone who couldn’t speak a word of English coming from Brazil. So show your customer what’s real and let your hype walk the talk.

Question #4: What’s holding me back?

As a copywriter, you have to help the customer overcome their resistance and skepticism. Even if you’ve presented the facts, stories, and research. They will still ask:

“Okay, but how will this work for ME, specifically?”

Evaldo says you can ease the target’s concern by restating your answer to “How is this different from everything else?” and then use that to address the specific reason for their resistance.

Remember…

“Following a copy system that provides clarity, purpose, and structure is the key to writing converting copy in no time. And it’s only attainable through The 16-Word Sales Letter.”

The reason you’re struggling with writing copy is because you are trying to write copy when you should assemble it.

These 10 questions in the 16-Word sales letter gives you a solid blueprint and guideline to follow and close your customers.

Now you have what you need to become a better copywriter.

Question #5: Who/What is to Blame?

Sometimes, you have to leverage or confirm existing beliefs. If you can give people an enemy or situation to rally against, that can be an extreme motivator to get your customer to act.

So a lot of research is vital here. You want to understand your prospect and just restate what they are feeling. Research tools like:

  • Focus groups
  • product reviews
  • surveys
  • interviews

…can play a key role in extracting those existing beliefs. You can also appeal to or confirm your customer’s bias.

Here’s a passage from a sales page I wrote:

“These days everyone wants to be an entrepreneur just to be an entrepreneur.

But all that matters is constant legal income. It doesn’t matter how you get it, whether you’re a business owner or just an employee. What matters is whether you make enough income to invest in other money-making assets.”

I try to create an “Us versus them” mindset. I’m appealing to people who are tired of the “EVERYBODY can be an entrepreneur” delusion.

Be careful how you use blame. It is a powerful mechanic. And can be used for evil. It’s not something you want in the wrong hands. 

Adolf Hitler used this tactic to manipulate Germans against Jewish people. And that idea is still ingrained in the easily swayed today.

Answering this question can persuade your target easily. Use with caution.

Question #6: Why now?

The key here is to get your target to act by raising the stakes. You want to create an “either-or situation” and appeal to their FOMO (Fear of Missing Out)

At one of my old jobs I sold one-year memberships to customers. When I go through some resistance, I tell them they can try out the product by paying a regular price for now.

If they decide they want it, they can apply the regular price they paid towards the membership and just pay the difference.

But it has to be today. 30 minutes before we close. Or you’ll miss out on savings and free access for the year.

If you have a compelling reason or have a no-brainer offer, you can use this technique. Nobody wants to miss out or look stupid passing up on something that makes sense.

Question #7: Why should I trust you?

There are many ways to answer this. This all depends on your position and market awareness. In my case, I have to do a lot more of convincing you to buy my product than Beyonce or Disney+ has to. 

You can also relate your target’s pain and write about how you’ve been in their shoes. Using:

  • Testimonials
  • Case Studies
  • Product guarantees

are a good way to dispel doubt and increase trust.

Question #8: How does it work?

Answer this question by showing how your product works. Explain step by step the process of what the customer will go through and how it will benefit their life. Your product needs to deliver the big promise it claimed.

For example, I wrote the copy for a 10-day culinary experience to France. Part of the promo included the itinerary which showed:

  • Who’s hosting the excursion
  • Where they are staying
  • What they are eating on each day
  • When, who, and where to meet for each activity
  • Links to virtual tours

Again, include all the necessary information so your customer knows what they are getting. Always show rather than tell when you can.

Question #9: How can I get started?

By this point, you are nearing the close. This is where you explain how your customer can get your product. Again, lay out the process step-by-step. 

Do they have to call, click, or order by mail? Do they have go here or there? You get the picture. Just spell it out for them

Question #10: What do I have to lose?

Answering this question is about restating what the customer stands to lose. They can get your product or keep on dealing with the pain they face. 

You should also restate why your new opportunity exclusively quenches their desire with your new mechanism.

And then restate your guarantee, testimonials, and demonstrations of your product followed by your offer. Tell them how to get it. And tell them to act now.

This is just a tip of the ice-berg. There’s a lot more to copywriting. 

But answer these 10 questions to gain more clarity and structure to writing copy. 

If you are struggling with busting out copy, I recommend using this approach for long-form sales letter or videos. Or you can continue to wander aimlessly on a blank page with the flashing cursor taunting you.

Until then, stay blessed and enjoy your holidays.

~K

P.S. Ready to put what you know about writing sales letters into practice? Sign up for AWAI’s Accelerated 6-Figure Copywriting course.

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Kweku Duncan

Kweku Duncan

I'm a copywriter and Editor for The Copy Cartel. I love to write and help people promote their value with the power of words. When I'm not working, I like to play video games and enjoy life.

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