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Do you use sales letters in your marketing and advertising to your prospects and clients? Using simple sales letters is the most reliable and powerful method of selling anything. The most successful businesses use sales letters to make loads of money.
In this age of the internet, so many people use email and the internet to sell, which are both great vehicles. However, I really think the direct mailed sales letter is a lost medium. We're all too caught up in the inexpensiveness of sending emails and getting people to go to our websites.
I would recommend using a variety of media in selling your products and services- email, web and direct mail. I would strongly urge you to use a printed sales letter, especially if you're aiming at smaller businesses. This is really the workhouse of all your media.
A simple letter if done well, written like you're speaking to them, and is personalized, and has an offer and reason to respond, will develop rapport and will get your prospects to contact you.
Here are some key things every sales letter has to contain:
1) Killer Headline- Every sales letter has to have headline filled with a benefit that will get the attention of the reader to want to read more.
2) A photo of you- Most especially if you're in the service business, a picture is worth a thousand words.
3) Here's how the copy should flow- Start off by addressing a problem they are having, then agitate that problem, than finally offer them a solution which will be your product or service.
4) Don't forget to have an irresistible offer in your letter (one that will make them respond and take advantage of your offer) and only 1 offer- don't confuse your prospects by offering them a free report a discount coupon and an invite to your seminar- talk about overload and convoluted message!
5) Always give them more than one way to respond- web, email, fax, or call a 24 hour hotline
6) Always have a deadline to respond by- within 12 days, no later
7) Always have at least one testimonial in your letter, 2 - 3 are preferable
8) Always have at least one PS that summarizes your offer. (I usually have 3 - 4 PS's.)
Sales letters are really a simple and easy tool to get new prospects. One thing to keep in mind, don't just send one letter. You're leaving money on the table- always send them out in a series of 2 - 3 letters.
You'll increase your response rate by sending at least 2 or 3 direct mail pieces. So start writing!
To Your Success,
Labels: Shannon McCaffery