12-Part Sales Letter In Depth: Providing The Solution

The next part of your 12- part sales letter is the part where you announce that you have the solution. You will necessarily want to make a justifiable claim that it is the BEST solution. (Otherwise, why would anyone want to buy it?)

In college we learn to be conservative with our claims. ("How dare I say I am the best? The professor will cut me to shreds!") I call this the Academic Bias. For this reason alone, many highly educated people with excellent solutions go unrecognized. If they were willing to go out on a limb and claim to be the best at something, people might take notice.

For those who feel it would be disingenuous to claim that they are offering the best solution, they might do well to consider certain qualifiers. For example, if there is a better solution that is more expensive, it might be reasonable to claim that a product is the best solution at a particular price. Or possibly, the product or service might be focused at a particular market. Here is how I would qualify myself:

"I don't make pretty websites so I don't claim to be a webmaster. But I do have a knack with words and frequently find my projects listing near the top of Google, so I call myself a darned good SEO specialist. Combined with my background in technical support, mail-order fulfillment and alternative medicine, I can safely say I am probably one of the best internet marketing consultants with knowledge of the of the alternative medicine market, particularly when it comes to marketing an alternative health book."

Now that is a mouthful when it is placed inside a 12 part sales letter, but it give you some idea of the kind of thing you can say to both tout yourself as the best and remain truthful.

All this points to the need to distinguish your Unique Sales Proposition. Briefly, your Unique Sales Proposition or USP is what makes your product stand out from the crowd. Rather than plunging ahead with the rest of the parts of the sales letter immediately, let's devote an installment to distinguishing your uniques sales proposition.

Next Installment: Distinguishing Your Unique Sales Proposition (USP)

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