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 trash. Make your offer
attractive and put it right up front.
FIVE SURE-FIRE 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 favorite formulas that always seem to work. Here
are five of my favorites.
1. Tell a story. Notice how many of the email sales letters you get
follow this format. One I get over and over from different people
goes "Six months ago my company was downsized and I found
myself out of a job. I expected the worst. Then I heard about the
XXX Company. Now I'm an independent agent making three times
what I did on my old job. And I'll never be downsized again!" It's
hard to resist reading a story, especially if it sounds like someone
who has a situation similar to our own. People love success stories
when they tell us how to get success ourselves.
2. A message from the president. People respect a note from the
head of the company. It lends authority to the message and makes
the reader feel important. That's a good way to make a sale. This
formula can also be used to let the reader in on some inside
information, another sales letter favorite.
3. Offer something free. Maybe it's a free or discounted visit to
your store or office. 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. (By the
way, write me at DrNunley@aol.com or call (801)253-4536 for my
free info-packed Special Report on marketing your business!)
4. Ask a question. "Are your days hectic and frustrating?" This is
good old-fashioned psychology. When you ask a question, the
reader is enticed to answer it. It mentally involves the reader in your
sales letter and offer. Some experts say to ask a series of questions,
each likely being answered with "yes." The final question has the
reader saying "yes" to a sale.
5. Point out a problem that the prospect has. This is the adverting
classic. Watch for it in marketing and commercials everywhere.
Direct the reader's attention to a problem, then make the problem
seem worse. Once you've established the problem as a major
impediment in the reader's life, introduce your service or product as
the solution.
WRITE A HEADLINE TO GRAB ATTENTION!
Most sales letters begin with a headline that quickly presents the
major points. It can be typed in all capitals like a newspaper
headline:
THE NEW WIDGET 2000 WILL SIMPLIFY YOUR LIFE--AND
IT'S 40% OFF THIS MONTH ONLY!
You can also write the headline in paragraph fashion just above the
salutation:
The new widget 2000 will simplify your life!
And it's 40% off this month only!
Dear Computer Enthusiast,
And that brings us to another point. When you're sending out lots
of sales letters, a salutation to the general jobs or interests of your
readers works just as well as typing in each reader's name. Instead
of "Dear Friend," use "Dear Parent," "Dear Basketball Fan," "Dear
Auto Owner."
Include a P.S. at the end of your letter. Studies show that most
readers skip to the P.S. before they read anything else! The P.S.
should briefly restate the main points of your offer.
Finally, stress benefits rather than features. How do the features of
your service or product improve the customer's life, work, or
pocketbook. The benefits of your offer may be obvious to you, but
don't leave it up to the reader to figure them out, no matter how
obvious they may seem. Stress benefits. Link them to the features
your offer.
Sales letters can be a wonderfully personal way to introduce people
to your product, service, organization, or idea. By using some of
the ideas and formulas I've mentioned above, you can produce
sizzling sales letters that produce results.
Kevin Nunley helps small and mid-sized businesses build effective marketing. Reach him at DrNunley@aol.com or at (801)253-4536. Ask for his free marketing report and list of Special Reports and Tapes that make you a marketing whiz in dozens of areas. Also ask how he can help you build your on-line presence.
