“Cheat me in price, but not in the goods I purchase.” – Spanish Proverb
Your sales letter is probably the most effective means you have to grow your business. (If you are in the direct-mail business, I dont have to tell you this.) Its so important, in fact, that you should regularly take the time to review and revise it, to make it fresh and powerful. Here are some things you can do today:
2. Every sales letter succeeds or fails on the basis of its primary promise the one big benefit it offers. If you get that right, you are 80% home. To come up with a killer benefit as your primary promise, you need to spend a lot of time thinking about your prospects wants, thoughts, and feelings in relation to the product/service you are selling. What is the core emotion/idea that will get him really interested? 3. Make sure your letter looks like a letter a single column in reasonably large typewriter type with a salutation and a signature. (Beware of artsy designers. They just dont get it when it comes to sales letters.) 4. Write in the first and second person (I and you).
5. Your tone of voice should be sincere; your conversational style personal but polite.
6. Most of your letter should be about your reader. Stress user benefits over product benefits.
7. Make your first paragraph very strong and very short.
8. Show, dont tell. Give an example. Tell a dramatic story. When you make your point three-dimensional, you involve all of your prospects sensations. That means better recognition and higher response.
9. Use a false close. When youve finished selling, begin to close the letter and then begin again by presenting another benefit. It reassures your prospect to think that hes getting more than what he was prepared to pay for.
10. Keep it current. References to recent (relevant) events remind your prospect that your letter is current.
11. Use a strong postscript. Studies show that next to headlines, postscripts are most often read. Put plenty of time and thought into composing a very good one.
These are just some of the things you can do to improve your sales letter. You can learn more sophisticated techniques in the American Writers and Artists Institute (AWAI) masters program for direct-mail copywriting, but chances are you will be able to upgrade your letter significantly simply by measuring it against this 11-point checklist. Try it today. It wont take long, yet the results could be significant.