Your Sales Letter To Make MORE Sales!
by: Dr. Kevin Nunley
a sales letter is a great way to get the attention of people that might
not otherwise hear about you. Sales letters can be used as copy for web
sites, sent to other businesses that might have a use for your product
or service, or even just distributed to individuals.
The hardest part about getting a great sales letter, though, is coming
up with fast selling words to sell yourself without sounding too pushy.
One way to get your creative juices flowing is to simply pick a word and
run with it.
All you need to do
is let go and see where your thoughts take you. It doesn't really matter
where you start; all that matters is that you did!
Put your pen on paper
and start writing anything that comes to mind. Don't let your critical
voice take over. You're not allowed to change anything, just write the
first thing you think of.
Think of a blind date.
It will probably be awkward, but you will find SOMETHING to talk about.
Writing is exactly the same.
Once you get started,
the words start to help you. The page will create its own rules telling
you to know what to write next.
Although good writing
begins with a single word, there is a little more to a sales letter than
just letting words leak across a page. In the past few years, many writers
have found that there are certain types of openings in direct mail that
are more effective than others. These work just as well for email letters
and for web sites.
Here are some of these
ideas to keep in mind when you are trying to structure your opening.
State the offer. This is so simple
many people never think of it. Put the offer right at the top of your
page in a headline or bold type. The offer includes the product that is
for sale, its price, the terms of the sale, and the guarantee.
Announce it! If you have something new, start your letter
with this important information. Nothing gets attention and builds excitement
like the word NEW. I always put it in all capitals to give it added excitement.
Flatter the reader. There is nothing a customer likes
more than to feel as though they are set apart from "the crowd".
Describe the type of person who would probably be one of your best customers.
Tell why the way they feel, work, think, or play is important and deserves
attention. Use the word "YOU" as often as you can.
Use a provocative quote. Quote a famous person or a customer.
The quote should arouse curiosity. It should make the reader want to find
out more about your product.
After you have your opening, good copy will usually follow suit. Just
remember to use catchy phrases and not over hype the product. If something
seems too good to be true, most people will probably disregard the offer.
Ending with a PS is a nice touch, but remember that many people read the
PS before they read the actual letter.
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