Sales letters can be a terrific way to get your message out. Mailed, faxed, emailed, simply hung on doors-you and I get sales letters everyday. My regular mail box is constantly filled with "junk mail."A friend reports several hundred unsolicited email messages each day.
Why do so many businesses, both large and small, use sales letters? It's simple. Well-written direct mail works. Here's why.
Letters are a very personal form of communication. Even when you know the same letter was sent to thousands of people, it still has some of the feel of a personal note from a friend. People who are good at writing sales letters know this and use it. They do their best to create a personal bond between the letter and the reader.
Your sales letter should talk intimately with the reader. Chat informally with short sentences and simple words. Make it easy for the reader to QUICKLY understand your offer. Most people will only give your letter a three second once-over before deciding to read further or toss the letter into the bin. Make your offer attractive and place it right up front.
Five Winning Sales Letter Formulas.
One of the great things about direct mail (regular or electronic) is that you get an immediate and measurable response. Sales letters that work bring in a measurable number of return messages, phone calls, return cards, and sales. Over the years, direct marketers have landed on some favourite formulas that always seem to work. Here are five of my favourites.
1. Offer something free.
Maybe it's a free or discounted visit to your store or discounted price on one of your products. A doctor who lives down the street from me built his patient list by sending out several hundred postcards offering "10% off your first visit." The prospect who is interested in your product or service will appreciate more information. Offer it in the form of a free Special Report, brochure, or booklet.
2. Ask a question.
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