An awesome book about sales letter / email which i focus a lot on cold calling, face to face sales and this is officially the first book I ever read about the marketing material I ever sent in my sales career.
There are few mindset to have before learning successful sales letter
- Don’t intruded by writing
- Value your understanding to your business
- Organize reference in a file
- Think “selling “, sales letter is a sales presentation in ad format
- Write it
- Avoid perfection
The more you write, the easier it will get.
How to start:
- Get into the customer: Think about what keep your customer awake, what they afraid of, what they angry in and the daily top 3 of their frustration.
- What is the trend of the business? Secret desire? Build in bias / language, how other fail to sell similar product?
Address their priorities – features vs. benefits / How to make it important / valuable / beneficial to the receipt.
Grabber : Object that attached to sales letter
When mail to sell direct, good to include:
- PHOTO > drawing,
- Prove the products is easy to use
People might get angry when “trick” to read your material ? Gotta break a few eggs to make an omelet.
Price on the letter
- Problem > Agitation > Solution
- Fortune Telling
How to add sales pressure
All successful sales by nature and necessary manipulative, must apply pressure to get decision and action
- Demonstrate ROI – sell money at discount
- Ego appeals
- Story Teller
Since we are writing to buyer , not non-buyer, it’s OK to write longer as its counter-productive to try to cater for “majority “
- Frustrate the English teacher
Read like we “talk “ then write , imagine how chubby a kid act when he tell you something excited. Internal repetition: Straightforward / example / story / testimonial / quote from customer / summary.
- Move your reader along “yes” sequence.
- Tease reader at end of each page to keep them interested.
Rewrite for style
– Readability: First paragraph: sell the receipt reading the letter
Handle Objection: by FAQ / by story telling
How to spark immediate effect: 1. Limited availability / 2. Premium / 3. Deadlines / 4. Multiple Premium / 5. Discount for fast response, penalty for slow response / 6. Ease of responses.
More from the Author :Dan S Kennedy