The Ultimate Sales Letter: Attract New Customers. Boost Your Sales
von Dan S. Kennedy
Facts and credibility only support persuasion. Consider offering a free initial consultation or a free package of informative literature; this may break down barriers of skepticism and mistrust. Answer the question: why should the reader bother? Similarly, you should work at making the intangible benefits of your product tangible. This can be accomplished with before/after photographs, slice-of-life stories, case histories, or other examples. Demonstrate the value! His name: Robert Collier. He is widely credited for the Collier Principle: “Always enter the conversation already occurring in the customer's mind.” The news/opinion show on MSNBC hosted by Keith Olberman has, in its opening, this line: “What will you be talking about tomorrow?” This is a very powerful question to ask about your customers, rephrased as “What will your customers be thinking about and talking about the day they receive or see your sales copy?”
Honestly Assess the Disadvantages of Your Offer and Face Them Every product, service, and offer has some unattractive points.
In case you had illusions to the contrary, no one is sitting around hoping and praying that he will receive your sales letter. When it arrives, it is most likely an unwelcome pest. How do you earn your welcome as a guest? By immediately saying something that is recognized by the recipient as important and valuable and beneficial.
I built up huge “idea files” — samples of ads, mailings, and sales letters. These are called “swipe files” by pros, and that is exactly what they are used for — to swipe ideas from. You do not need much creativity to write letters; you only need to be adept at recycling and reorganizing ideas, themes, words, and phrases.
Shortening your copy to a length everybody will read is counter-productive. Instead, you need to focus your energies on the relative minority of the letter recipients who will be interested in the message. In other words, write for the buyer, not the nonbuyer. Real prospects are hungry for information.
This gives you copywriting fodder from an unusual source — the flaws and disadvantages of your product, service, business, or proposition. Instead of looking at them as problems and obstacles to a sale, look at them as building blocks in a believable, interesting, and persuasive message.
"Facts and credibility only support persuasion. Consider offering a free initial consultation or a free package of informative literature; this may break down barriers of skepticism and mistrust. Answer the question: why should the reader bother? Similarly, you should work at making the intangible benefits of your product tangible. This can be accomplished with before/after photographs, slice-of-life stories, case histories, or other examples. Demonstrate the value!"
"His name: Robert Collier. He is widely credited for the Collier Principle: “Always enter the conversation already occurring in the customer's mind.” The news/opinion show on MSNBC hosted by Keith Olberman has, in its opening, this line: “What will you be talking about tomorrow?” This is a very powerful question to ask about your customers, rephrased as “What will your customers be thinking about and talking about the day they receive or see your sales copy?”"
"Honestly Assess the Disadvantages of Your Offer and Face Them Every product, service, and offer has some unattractive points."
"First, you presumably know more about your business, product, service, and customer than anybody else. Getting that understanding is the hard part. Writing with that understanding is easy. When I or some other freelancer is brought in to write sales letters, we have to do our best to acquire that understanding before we can even begin writing. That takes a lot of time and effort and energy, and there's still no way we can get exactly the same full understanding, the same intuitive insights from experience, that you must have in your chosen business."
"In case you had illusions to the contrary, no one is sitting around hoping and praying that he will receive your sales letter. When it arrives, it is most likely an unwelcome pest. How do you earn your welcome as a guest? By immediately saying something that is recognized by the recipient as important and valuable and beneficial."
"I built up huge “idea files” — samples of ads, mailings, and sales letters. These are called “swipe files” by pros, and that is exactly what they are used for — to swipe ideas from. You do not need much creativity to write letters; you only need to be adept at recycling and reorganizing ideas, themes, words, and phrases."
"Shortening your copy to a length everybody will read is counter-productive. Instead, you need to focus your energies on the relative minority of the letter recipients who will be interested in the message. In other words, write for the buyer, not the nonbuyer. Real prospects are hungry for information."
- →In case you had illusions to the contrary, no one is sitting around hoping and praying that he will receive your sales letter. When it arrives, it is most likely an unwelcome pest. How do you earn your welcome as a guest? By immediately saying something that is recognized by the recipient as important and valuable and beneficial.
- →I built up huge “idea files” — samples of ads, mailings, and sales letters. These are called “swipe files” by pros, and that is exactly what they are used for — to swipe ideas from. You do not need much creativity to write letters; you only need to be adept at recycling and reorganizing ideas, themes, words, and phrases.
- →Shortening your copy to a length everybody will read is counter-productive. Instead, you need to focus your energies on the relative minority of the letter recipients who will be interested in the message. In other words, write for the buyer, not the nonbuyer. Real prospects are hungry for information.
- →Again, I like to use 3-by-5-inch cards and put a reason for not responding on each card. I try to think of every possible objection, concern, fear, doubt, and excuse someone might use to keep from responding.
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