The Ultimate Sales Letter by Dan Kennedy

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.

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There are few mindset to have before learning successful sales letter

 

  1. Don’t intruded by writing
  2. Value your understanding to your business
  3. Organize reference in a file
  4. Think “selling “, sales letter is a sales presentation in ad format
  5. Write it
  6. Avoid perfection

 

The more you write, the easier it will get.

 

How to start:

  1. 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.
  2. 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:

  1. Testimonials,
  2. PHOTO > drawing,
  3. 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

  1. Problem > Agitation > Solution
  2. Fortune Telling

 

How to add sales pressure

 

All successful sales by nature and necessary manipulative, must apply pressure to get decision and action

  1. Intimidation
  2. Demonstrate ROI – sell money at discount
  3. Ego appeals
  4. Guarantee
  5. 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 “

 

Strategic re-writing

  1. 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.

  1. Move your reader along “yes” sequence.
  2. 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.

 

CHECK OUT HOW TO WRITE YOUR FIRST SALES LETTER >> 9781440511417

More from the Author :Dan S Kennedy

 

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