Face it; most that write sales letters don’t want to sound too “pushy”. And I agree with you. You don’t want to sound like a used car salesman selling hype and filler. But you do need to take a more active voice in your sales letters and actually give direction in the form of a command to close more sales.

A few years ago when I started writing sales letters for my own products I was plagued by the fear of sounding to forceful to readers of my letters. Even though I knew that you needed to tell prospects what you want them to do, I had a problem with it.

The result of my early sales letters?

Well, poor response. Out of a mailing to thousands I got only a small handful of responses.

I still remember the line I used in this sales letter to close the sale, and it comes back and haunts me whenever I see similar lines on sales letters written by those, that like me are afraid of giving a command.

The closing line was, “If you’d like to do this then you can mail me a response and I’ll send you more details.”

Yikes!

Now, I’m not a pushy person. I’m actually quite reserved and it took a lot out of me writing my first sales letter. But after seeing my absolutely horrible response after shedding some blood and tears, I decided it was time to take the bull by the horns and place some commands into my sales letters.

What do I mean by sales letter commands? I’m referring to telling (not asking) the prospect to take action. Instead of a question, I’m actually saying, “do this.” And it works.

To explain commands and show you the difference between asking and commanding, let me give you a few examples:

I recently saw this line in a sales letter guarantee: “If you order your satisfaction is guaranteed.”

But to change that over to a strong command, the writer could have said, “Order now and your satisfaction is guaranteed.”

Really, it’s just a small transition. But by simply changing the focus and stating it as a command the guarantee becomes stronger.

Another example

“If you order right now, you’ll also get the free bonuses.”

Here’s that same line strengthened with a command. “Order right now by clicking the link below and you’ll get your free bonus.”

See how that works?

Instead of asking them to order, I’m telling them and I’m giving them directions.

But can this really increase conversion for you? You bet! Just look at any successful infomercial and you’ll see all kinds of commands like “order now” and “pick up the phone”.

Try this right now with your existing sales letter. Get in there and change any of your passive questions into commands. The results will amaze!

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