Do You Want to Know The Selling Secrets of Million Dollar Sales Letters?
How to Write Your Sales Letters
Regardless of what you're trying to sell, you really can't sell
it without "talking" having a convesation with your prospective buyer.
And in attempting to sell anything by mail, the letter you send
out is when and how you talk to your prospect.
All winning letters "talk" to the prospect by creating an
image in the mind of the reader. They "set the scene" by
appealing to a desire or need; and then thet flow smoothly into
the "visionary" part of the sales pitch by describing in detail
how wonderful life will be and, how "good" the prospect is going
to feel after he's purchased your product. This is the"body or
guts" of a good selling letter.
The "inside secret" is to make your approach so interesting,
and "visionary" with the benefits you're offering to the reader,
and he can't resist reading it all the way through. You break up
the "work" of reading by using short, punchy sentences,
underlining important points you're trying to make, with the use
of subheadlines, indentations and even the use of a second color.
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Relative to the brochure or circulars you may want to include
with your letter reinforce the sale- providing the
materials you're enclosing are the best quality, they will
generally reinforce the sale for you. But, if they are of poor
quality, look cheap and don't complement thing, it will
definitely classify you as an independent home-worker if you
hand-stamp you name/address on these brochures or advertising
Whenever possible, and so long as you have really good brochures
to send out, have your printer run them through his press and print
your name/address- even your telephone number and company logo-
on them before you send them out. The thing is, you want your
prospect to think of you as his supplier- the company- and not
just another mail order operator. Sure, you can get by with less
expense but you'll end up with a fewer orders and in the end,
Another thing that's been bandied about and discussed from every
direction for years is whether to use a post office box number or
your street address. Generally, it's best to include both your
post office box number, AND, your street address.This kind of open display of your honesty will give you credibility and dispell the thought of you being just another "fly-by-night" mail order company in the mind of the prospect.
Above all else, you've got to include some sort of ordering
coupon. This coupon has to be simple and easy for the prospect to
fill out and return to you as you can possibly make it. A great
many sales are lost because this order coupon is just to
complicated for the would-be buyer to follow. Don't get fancy!
Keep it simple, and you'll find you prospects responding with
Should you or shouldn't you include a self-addressed reply
envelope? There are a lot of variables as well as pro's and con's
to this question, but overall, when you send out a "winning"
sales letter to a good mailing list, a return reply envelope will
increase your response tremendously.
Tests of the late seem to indicate that it isn't that big of a
deal or difference in responses relative to whether you or don't
pre-stamp the return envelope. Again, the decision here will rest
primarily on the product you're selling and the mailing list
you're using. Our recommendation is that you experiment- try it
boh ways- with different mailings, and decide for yourslf from
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