Chapter 4 - Finishing Up
(a) Final Checklist for a sales letter.
o It is better to use the prospect’s name and title.
o Try to make the sales letter user-friendly and special.
o Use anecdotes and slogans and catchy headlines
o Try to write like you generally talk. Read your first draft aloud to see if it has a lucid and free flow of words.
o Keep your paragraphs concise and use uncomplicated language. Speak in their lingo.
o Once you have completed the letter, forget about it for sometime. This will help you to be more practical when you edit your letter.
o Ask for criticisms and comments from friends and relatives about your sales letters.
o While keeping to a standard format, opt for something eye-catching like brightly colored paper.
o Use a user-friendly font.
o Always use P.S. or P.P.S. to attract attention.
o Use testimonials whenever available to enhance your credibility.
o Give a genuine and irresistible offer.
o Send out a few reminder letters.
o Give an “act now” option in terms of deadlines, free offers, limited stocks, and so on.
o Tell them what to do next. Don’t presume your prospects know it for sure.
o Make your sales letter forceful, thrilling, and appealing.
o Use provocative and catchy slogans, something that attracts.
o Whenever possible, try to give a money-back or satisfaction guarantee.
o Include a reply card, phone number, and /or URL.
o Keep it short and sweet, precise and succinct.
o When you make your letter uneven, it is more probable to be opened, as it would have added to the curiosity factor. You can use rubber bands, cotton balls and other spongy things to make mail bumpy from the inside
o You can enhance readership when you hand-address each envelope. But see if your budget permits that. If not, do not overstretch.
o Don’t distinguish your envelope with a business logo because it diminishes the ratio of openings.
Businesses are forever looking for ways to improve their marketing results, and this necessitates a more customized targeted method. A well-written and targeted sales letter will go a very long way toward enhance your sales value. If you can make the prospect feel that you really empathize with him and genuinely want to solve his problem, then almost the whole battle is won. You just require to follow a few tips and templates to craft out a spectacular sales letter that will solve your purpose.
(b) The Last Word
By now, you are conversant with all the aspects of crafting out a good sales letter. Let’s just flip over a few basic parameters of any effective sales letter.
1. A sales letter, to be effective, should create hope. People today are always hard-pressed for time. Thus, they are all the time looking for products and services that will make their life convenient and comfortable. So keep inspiring hope.
2. Create a sense of urgency. To stimulate people to take action, you need to add incentives to the offer. You can create a sense of scarcity by informing your reader that either the stock is in limited supply or that your existing offer is valid for only a limited time period.
3. Appear as an authority on the subject. If you manage to do so, no matter what you are selling, they are going to be much more likely to buy what you have to sell. Chalk out your sales letter in such a method as to set up the belief that you are only trying to help people and that you do not really benefit from the sale.
4. Pretend to be unbiased while writing your sales letter. People hate to be cornered into buying by salespeople. They feel cheated even if, in actuality, they are not. So if your sales letter manages to convince them that your basic intention is just to help them find out what they require and how to go about the process, your job is almost done. You can expect them to unfasten up their wallets to you.
5. Persuade fear in your prospect. This is the strongest emotion you can use to your advantage. Try to get inside the head of the reader. Focus on the problem the reader has. Point out to them how because of this problem, they're stalled, irritated, worried, and unable to achieve their sincere needs. You need to stir up their apparent problem and make it appear better than it actually is. Then tell them how they can fall into trouble if they did not take any action against it. And then, go about showing them how your product or service will help them overcome the problem.
6. Try to be different. You have to distinguish yourself from the crowd. Or else, why should anyone buy from you? The best way, maybe, is to tell your prospects not to buy the product or service you are selling them. Yes, it mind sound very foolish, but it is not. Tell your readers to go and buy the products and services offered by your competitors. Only when they are not satisfied with what they have to offer, they should try your products or services.
Successful sales letter writing expertise is crucial for the web business owner or entrepreneur. Profits are made and lost on the basis of sales letter writing. No matter how wonderful your product, if you cannot communicate that to your probable buyers, and convince them to buy your product, you will not make it. So learn to articulate the benefits of your products or services.
You don't have to be a spectacular writer to create sales letter that work. All you need to know is how to sell to people. You need to get under your prospective buyer’s skin and train yourself to think like him.
Now you know the rules of the game. Put these tips and guidelines to work, and your sales letter is sure to have a relaxed and easy flow that will keep your prospects reading and eventually create profits for you.
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