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The Effective Sales Letter by Willie Carter
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The Effective Sales Letter |
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Education
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Direct mail letters are used as a marketing tool by numerous companies from a wide range of industries. So would you be right in thinking they have little in common? No. Every successful sales letter has certain characteristics. Your offer and list will have a lot to do with your success, but there are other factors too that will contribute to your campaigns overall success. Get personal Your letter has to engage your reader and the best way to do that is to build rapport. Talk directly to them and empathise with them. This isn't an opportunity to shout about your company - this is an opportunity to show your reader you care about them. Your letter (however well written) is going to be seen as an intrution because they didn't as you to write to them. So you have to show them you understand their problem and you can help them. To get them to accept your help, you have to build trust and credibility. How? Simply by: Using "you" engages them in conversation. It helps you build rapport Telling them what's in it for them - tell them the benefits of your product or service; what they're going to get out of this. Speak normally - now is not the time to show off your impressive vocabulary Mirror them - your readers need to see themselves when they read your letter. It should reflect their needs, desires, hopes etc. Once upon a time... A good letter will follow the same pattern as a fairy tale: Once upon a time your washing was always dull, your whites never shone. But then one day your neighbour introduced you to a new wonderful detergent. Now your clothes are brilliantly clean. You are noticed by the handsome prince who sweeps you off your feet and you live happily ever after. Remember, in your sales letter the hero of the story is your reader and there can't be a happy ending until your reader takes action. Be precise Your sales message must be precise. If you want to build credibility, you must use facts and figures, testimonials and case studies. Simply by saying your washing powder is the best on the market isn't going to convince anyone to buy it. But say that independent tests have proven your washing powder to remove 99.9% of all stains - now you're talking. Tell them what to do If you have followed all the other steps and produced a strong, compelling letter but then fail to tell them what to do next - you've just wasted everyone's time. Your call to action must be strong and commanding. Tell them what they must do - call now, complete the order form and return it today etc. So that is basically the blue print for a great sales letter. It may take a bit of practice to get it right - but practice makes perfect. religion essays paper
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