Sales Letters
They've Been Around for Eons Because They Just Keep Doing The Job
They're Oldies... But They're Goodies!
Personalized sales letters are still one of the most successful methods for new customer acquisition.Used extensively in
target marketing
campaigns, they're
letter writing
taken to the next level. They’ve been around for eons and many businesses in every type of industry sector still use them, on an ongoing basis. A well-written sales letter will grab the reader’s attention immediately and continue to hold his or her interest throughout the entire letter.
People Just Love Seeing Their Name in Print.
When you couple this with compelling copyrighting, lots of benefits that specifically apply to the recipient and a strong call to action, what chance does the reader have.By personalizing, your letters speak directly to the recipient and informs them how he or she can personally benefit from purchasing your product or service. However...
direct response copywriting
is a talent not many of us have and, to be successful, your sales letters need to be written in a particular style. They are a wonderful tool for ‘cracking the ice’ and establishing the initial foundation of trust between you and your prospective customer. Or they can hard sell your products, cut to the chase and ask for the order.
How Do They Do This?
They achieve this by directly addressing the recipient’s wants, needs, frustrations, concerns or problems. Through research, you can find the names & addresses of the buyers of your products & services and you can write a series of letters that address each and every problem they may have or have had in the past, and don’t want to experience again. And, with a little
marketing intelligence
you can find out what keeps them awake at night. “You need our product because if a tree falls on your house & destroys it, we'll build you a new one”
What’s In It For Me?
All customers are selfish!That's right... they only care about products & services that benefit them personally. When they read any advertising or promotional material they need to come away from the experience with a crystal clear message of what the advertise product can do for them. They don’t give a toss if your product is handmade in the Swiss Alps by your loving grandmother’s own hands. Although some of your customers may actually be interested to learn about your grandmother and why she makes widgets in the Swiss Alps, if your product doesn’t solve their problem they simply won’t buy it.
Credibility.
Sales letters can also establish credibility for your business.They can include – • Testimonials
• Case studies
• Endorsements from celebrities or public figures
• Referrals
• FAQ sheets
• Guarantees
• ‘5 Reasons to Buy’ sheets
Call to Action.
Your sales letter must conclude with a compelling ‘call to action’. It needs to finish with an offer so strong that it’s almost impossible to ignore. The reader must feel that overpowering pull from the phone to pick it up and call you. If it doesn’t, the whole exercise has been a total waste of time, effort & money. That said, your call to action has to be realistic as anything that sounds too good to be true will be treated accordingly. It’s a good idea to include a line such as “call me direct on 1234 1234 and I’ll make time to visit you" If you’re looking for a marketing method that’s withstood the test of time, sales letters could be just what the doctor ordered.
Modern Net-Wit:
"The missus says that if someone in the street doesn't recognize me,
I go back & tell them who I am" ..........................................................................Ron Atkinson
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