Regardless of
what you're trying to sell, you really can't
sell it without
"talking" with your prospective buyer. And
in attempting
to sell anything by mail, the sales letter you
send out is
when and how you talk to your prospect.
All winning
sales
letters "talk" to the prospect by creating
an image in
the mind of the reader. They "set the scene" by
appealing to
a desire or need; and then they flow smoothly
into the "visionary"
part of the sales pitch by describing
in detail how
wonderful it will be and, how "good" the
prospect is
going to feel after he's purchased your product.
This is the
"body or guts" of a sales letter.
Overall, a winning
sales
letter follows a time-tested and
proven formula:
1) Get his attention 2) Get him interested
in what you
can do for him 3) Make him desire the benefits
of your product
so badly his mouth begins to water 4)
Demand action
from him - tell him to send for whatever it is
you're selling
without delay - any procrastination on his
part might cause
him to lose out. This is called the "AIDA"
formula and
it works.
Sales
letters that pull in the most sales are almost always
two pages with
1 1/2 spaces between lines. For really big
ticket items,
they'll run at least four pages - on an 11 by
17 inch sheet
of paper folded in half. If your sales letter
is only two
pages in length, there's nothing wrong with
running it on
the front and back of one sheet of 8 1/2 x 11
paper.
However, your sales letter should always be on
letterhead paper
- your letterhead printed, and including
your logo and
business motto if you have one.
Regardless of
the length of your sales
letter, it should do
one thing, and
that's sell, and sell hard! If you intend to
close the sale,
you've got to do it with your sales letter.
You should never
by "wishy-washy" with your sales letter and
expect to close
the sale with a color brochure or circular.
You do the actual
selling and the closing of that sale with
your sales letter
- any brochure or circular you send along
with it will
just reinforce what you say in the sales
letter.
There has been
a great deal of discussion in the past few
years regarding
just how long a sales letter should be. A
lot of people
are asking: Will people really take the time
to read a long
sales letter. The answer is a simple and
time-tested
yes indeed! Surveys and tests over the years
emphatically
prove that longer sales letters pull even
better than
the shorter ones, so don't worry about the
length of your
sales letter -just make sure that it sells
your product
for you!
The "inside
secret" is to make your sales letter so
interesting,
and "visionary" with the benefits you're
offering to
the reader, that he can't resist reading it all
the way through.
You break up the "work" of reading by
using short,
punchy sentences, underlining important points
you're trying
to make, with the use of subheadlines,
indentations
and even the use of a second color.
Relative to the
brochures or circulars you may want to
include with
your sales letter to reinforce the sale -
providing the
material you're enclosing are of the best
quality, they
will generally reinforce the sale for you.
But, it they
are of poor quality, look cheap and don't
complement your
sales letter, then you shouldn't be using
them.
Another thing, it will definitely classify you as an
independent
home-worker if you hand-stamp your name/address
on these brochures
or advertising circulars.
Whenever possible,
and so long as you have really good
brochures to
send out, have your printer run them through
his press and
print your name/address - even your telephone
number and company
logo - on them before you send them out.
The thing is,
you want your prospect to think of you as his
supplier - the
company -and not as just another mail order
operator.
Sure, you can get by with less expense but you'll
end up with
fewer orders and in the end, less profits.
Another thing
that's been bandied about and discussed from
every direction
for years is whether to use a post office
box number or
your street address. Generally, it's best to
include both
your post office box number, AND, your street
address on your
sales letter. This kind of open display of
your honesty
will give you credibility and dispel the
thought of you
being just another "fly-by-night" mail order
company in the
mind of your prospect.
Above all else,
you've got to include some sort of ordering
coupon.
This coupon has to be as simple and as easy for the
prospect to
fill out and return to you as you can possibly
make it.
A great many sales are lost because this order
coupon is jut
too complicated for the would-be buyer to
follow.
Don' t get fancy! Keep it simple, and you'll find
your prospects
responding with glee.
Should you or
shouldn't you include a self-addressed reply
envelope?
There are a lot of variables as well as pro's and
con's to this
question, but overall, when you send out a
"winning" sales
letter to a good mailing list, a return
reply envelope
will increase your response tremendously.
Tests of late
seem to indicate that it isn't that big a deal
or difference
in responses relative to whether you do or
don't pre-stamp
the return reply envelope. Again, the
decision here
will rest primarily on the product you're
selling and
the mailing list you're using. Our
recommendation
is that you experiment - try it both ways -
Do you know what the most important, yet rarely talked
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Your sales copy.
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Yet, virtually all the info you
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statements," "Talk TO your reader,
not AT him," "Use bulleted lists," etc. etc. This kind of
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