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How to Write a Pre Approach Sales Letter that Delivers More Conversions
| Guest post by: Leanne Hoagland-Smith |
Article Overview: With email marketing campaigns to Internet landing pages now comprising a significant amount of the marketing budgets, some people have abandon the traditional, word processed pre-approach sales letter. Yet, taking this marketing and sales strategy may be somewhat short sighted.
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Free Download - How to Craft an Engaging Message That Highlights What You Do to Increase Sales By Leanne Hoagland-Smith |
How to Write a Pre Approach Sales Letter that Delivers More Conversions
With email marketing campaigns to Internet landing pages now comprising a significant amount of the marketing budgets, some people have abandon the traditional, word processed pre-approach sales letter. Yet, taking this marketing and sales strategy may be somewhat short sighted.
Before anyone engages in writing any business letter, the first question needs to be answered is "What is the purpose of the communication?" Upon successfully answering this question, then and only then can a well written letter be constructed.
So what is the purpose of a pre-approach sales letter? Years ago, the answer might have been to secure that first time appointment to just a friendly introduction to just a means to increase sales. Today, I believe the purpose is two-fold:
1. First attempt to showcase what makes you different or how you stand out away from everyone else
2. First demonstration of your core values
To stand out in the crowd or to be that Red Jacket as I like to say means that you have hone and executed these sales skills when crafting that pre-approach sales letter:
1. Fact finding specific to the market place
2.Research about the qualified prospect
3. Ability to speak and write a compelling story using the A.I.D.A. model
4. Relationship selling
Sales Coaching Tip: Many pre-approach letters fail because they are not sent to qualified prospects who have a need; a dedicated budget; are the decision maker and there is urgency to take action.
Additionally, your core values must always be present from each word you speak or write to your behaviors after you send that pre-approach letter. In other words, write truthfully and avoid using language that may suggest you are less than honorable and authentic.
Every qualified prospect has specific problems or issues that they know and may not know. These issues may be commonly shared within the marketplace or be specific to that qualified prospect. Your pre-approach letter must be able to showcase your understanding of these issues and how you can potentially solve these problems.
Once you have completed your research now you must write a compelling story. The A.I.D.A. model serves as a good and consistent guideline. First your message must get their attention. Accomplishing this step may include the packaging of your letter to those first few words and how they are positioned within the letter. Small Business Sales Coaching Tip: People remember the first few words and the last ones. Your pre-approach letter needs to build interest so that they read to the bottom of the letter instead of just skipping down to the infamous P.S.
Next, your compelling story must generate both Interest and Desire. You want your qualified prospect to keep reading and begin to feel emotionally connected to what he or she is reading. Small Business Sales Coaching Tip: People buy from an emotional level first and then justify those emotions with logic.
Finally, your pre-approach sales letter must end with a call to action. If well written and there exists urgency, your letter will have your qualified prospect picking up the phone and calling you..
Research continues to demonstrate that long, pre-approach sales letters have value because these letters tell a compelling story. I believe that shorter pre-approach sales letters also have value, but you must be very careful in their construction.
Your qualified prospect is very busy. However, when you write a purposeful pre-approach sales letter that communicates an understanding of the marketplace, addresses the most pressing needs or issues and provides a potential solution all within a compelling story, you will stand out away from all of your competitors.
The Anatomy of a Sales Letter
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But I’m not a writer and I can’t write!
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About the Author: Leanne Hoagland-Smith RSS for Leanne's articles - Visit Leanne's website Her book, Be the Red Jacket is a no-nonsense and quick read to help discover potential gaps that may be keeping you from your goal to increase sales. The forward is by Evan Carmichael of EvanCarmichael.com Remember if you think you cannot or you think you can either way you are right. (Henry Ford). Sales Coaching Tip: Change your thoughts; improve your results. Click here to visit Leanne's website   Business Building Check List Leadership Assessment Leadership Audit For Business |
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Re: Quote of the Day - "Have the courage to follow your heart an
- [quote="GT Bulmer":102twzd2]Hi, Evan:
I haven't yet managed to capitalize on the longings of my heart as successfully as Jobs did[/quote:102twzd2]
Hi GT - I woke up thinking about this post and I have a challenge for you for May if you're up to it.
Here it is: Write the blog post / article you were born to write. Write something that you can pour your heart and all your passion into. Write something where you can change the life of the person reading it. Write something where if you look back in 10 years you'll be really proud of what you created.
Can you do that?
I'd love to read it (and I bet a lot of others will too!)
Important tips for online business
- 1.Traffic. Without traffic, you have nothing. It is like having a store where nobody walks through the door. Without traffic, there is none to buy your product.
2. Your Sales Letter. This is where you sell your product. It is of vital importance that you have a sales letter that converts, and you should work on it continuously to increase conversion. Otherwise those prospects that you have got to your website will just leave and go somewhere else.
3. Your list! You should continuously be trying to build your list and your network. It is easier to convert a qualified prospect into a customer, and an existing customer in to a repeat customer.
Hope this helps guys!
Online Sales and Marketing vs Traditional
- Hi Evan,
I am noticing that many of the posts in the Sales/Marketing section deal with online marketing, SEM and and SEO and Affiliates. I was wondering if it might be a good idea to separate that section into two; 1) Online Sales and Marketing; 2) Traditional Sales and Marketing
Re: Online Sales and Marketing vs Traditional
- [quote="ltrahan":31w9r2iz]Hi Evan,
I am noticing that many of the posts in the Sales/Marketing section deal with online marketing, SEM and and SEO and Affiliates. I was wondering if it might be a good idea to separate that section into two; 1) Online Sales and Marketing; 2) Traditional Sales and Marketing[/quote:31w9r2iz]
I second the request...
Re: Do Articles For Businesswomen need to be written differently
- I don't think that as a general rule an article [i:11csddi3]needs[/i:11csddi3] to be written "for women." In my opinion, the two important writing rules are:
1) Write for your targeted audience. If it happens to be predominantly women or predominantly men, then write accordingly (if you have the ability to make that distinction in your writing).
2) Write in your own voice. Be natural. If you are a serious writer, your style will become apparent over time and you will develop a following. It may happen that your style is more attractive to one sex or the other. If so, you may be able to advance your writing career by further cultivating your sensitivity within that style.
Bottom line: I do believe that certain styles appeal to women, certain styles appeal to men and if you know the distinction, have the ability to write in a particular style and choose to target one sex or the other, then go for it. But I don't think that it is a necessity in today's market.
GT :-]
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