Chapter 3 - Tips On Writing A Sales Letter
(a) Fundamental Tips On How To Write An Effective Sales
Letter.
a. Build Credibility. Besides mentioning the benefits, you should also put in testimonials of people who have already used and benefited from your product or service. This builds credibility.
b. Make It Memorable For Your Reader. Most unsolicited mails get tucked into the dustbin. Your mailer should have something unique for people to consider spending more time on it. For example, a car repair service might include the top 10 tips for car maintenance and so on.
c. Emphasize Aesthetics. The letter should be user-friendly. It should have attractive visual impact. The aesthetics should be well defined. Also, it should be easily navigable.
d. Include A Call To Action. Include a postcard, prepaid envelope and/or an order form. If not appropriate, supply a toll-free telephone number, an email link, and/or your URL.
e. Always Include An Enticement. The letter should include an incentive for acting promptly – a discount, special offer, gifts, and so on.
f. Resist Doing "Mail Merge." Technology has made life easier no doubt. But try to avoid writing mass mailers. Customize each letter according to the needs of the reader.
g. Forge Everlasting Connections. Try and forge everlasting relations with your customers. For this you have to “under-promise” and “over-deliver.”
h. Test Market. Whatever technique you intend to apply, always test the market.
i. Hit The Right Chord. Your sales letter should not be too formal and full of jargon. That might inhibit the reader.
j. One Final Tip: Before sending out the mailers, make sure you have calculated all aspects. You would certainly not want to be flooded with offers without having the appropriate resources.
(b) A 12-Step Guideline For A Good Sales Letter
You don’t require being an award-winning copywriter to create proficient sales letters. In reality, writing great sales letters is more scientifically inclined than being an art. Even the professionals use proven “templates” to generate sales letters that get the desired outcome.
Every individual has some form of buying resistance. The basic objective of your sales letter should be to triumph over your reader’s buying resistance while coaxing him to take action. These hurdles are noticeable in many stated and unstated customer comments such as:
“You don’t realize my real problem” “How do I know you’re competent?” “I do not believe you at all” “I don’t need it at present” “It won’t help me in any way” “What happens if I don’t find it useful?” “I can’t afford to buy it” and so on.
The sales letter must play on the reader’s emotions to the extent where they would be inspired enough to take action. The letter should try to attack those “hot buttons” or emotional pressure points, which will persuade the reader to buy. The two main motivating factors are the promise of gain and the fear of loss.
Would you rather buy a $60 course on “How to Enhance Your Career” or “How to Prevent being handed the Pink Slip?”
Any day, the second title will sell better. Why? Because it addresses the fear of loss.
The following is a 12-step model for writing foolproof sales letters. Try to Get Attention:
Presuming the reader has opened your envelope; the next important step is to get his attention. The headline is the foremost thing that your reader will notice. People have a very limited attention span and usually shove their mail into the wastebasket unless the headline jumps out to them.
The following are three examples of headline templates that are proven to get concentration.
HOW TO ”
THE ESSENTIAL SECRETS OF DISCOVERED!”
WARNING: DON’T EVEN DARE TO UNTIL YOU .
Identify the Reader’s Problem: Now that the reader has given you her full attention, you have to go straight to the problem area. Try to empathize with the reader.
Another method is to agitate the problem. You present the problem, then excite it so that she really feels the pain and anguish of her situation. People are such sturdy creatures of custom that we hardly bother to change our ways unless we feel immense amounts of pain. In fact, companies are not diverse. Most businesses drag along doing the same old thing until things become so worse that they have to make an alteration.
Provide the Solution to the Problem: Now that you have identified the reader’s problem, you become the “savior” by providing her with the solution to the problem. You introduce your product or service and show her how all her problems will vanish once she gets your product/service.
Present your Credentials to the Prospect: Just telling the reader that you can make her life more comfortable and convenient will not prod her to jump in and grab your stuff. You need to build trust and prove your credibility. You can do this in the following manner:
o Listing successful case studies and instances.
o Naming prestigious companies (or people) you have done business with.
o Mentioning your work experience.
o Showing important awards and accolades that you have won.
Show the Benefits of your Products: Now you need to tell the reader how she will personally benefit from your product or service. Don’t just mention the features. Nobody is