Sensational,Sales,Letters,Stil business, insurance Sensational Sales Letters Still Sell
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With the rise in popularity of email, last year's anthrax problem andever-increasing postal rates, many people assume that direct mail is dead.Not so! Postal sales letters delivered by mail carrier rather than digitalnetworks still have an important place in many marketing programs. For onething, many more very precisely targeted "snail mail" lists are availablethan for email. For another thing, some populations don't trust any offerscoming to them on their computer. So here are my top tips for crafting aneffective sent-by-mail sales letter.The four most important ingredients of a sales letter are anattention-getting headline, a specific offer, a call to action and a P.S.The headline, placed before the salutation, should make a claim or apromise that ties in with recipients' needs and interests. For instance:Whatever the Language, We'll Get Your Message Across Right -- And With 25Percent Savings the First Time You Hire Us!We'll Prepare Those Pesky 1099s and W-2s for Your Business Right Away --Absolutely Free!Finally, an Organization That Fights Like Crazy to Protect and Heal AbusedChildren!Your letter needs a clear and compelling offer, an explicit transactionthat you are inviting the reader to make. Don't write what I call a "Hello,I exist" sales letter. Here's an example of an offer:For only $29.95 you can have unlimited use of our health club for onemonth, along with a one-hour private session with one of our certifiedfitness trainers.Your P.S., which is the second most read element in the letter after theheadline, should mobilize the reader to act now. Provide an incentive foracting fast, or toss in an additional bonus. For instance:P.S. Charge your membership to your credit card in four equal payments forno additional cost -- and receive a full-color desk calendar if you respondby November 10.In conjunction with the offer, include an explicit call to action. Tellyour reader exactly what action or actions you want him or her to takeafter reading the letter. For example:Please look over the enclosed materials and return our self-addressed,postage-paid postcard to set up an appointment to discuss your nextimportant building project.How long should your sales letter be? As long as it takes to arouseinterest, lay out the whole offer, address possible objections and ask thereader to take action. Sometimes this takes one page, sometimes four.Professional copywriters say that two-page letters generally outpullone-pagers, and that even eight pages may not be too long. Those who arenot interested won't read even one page, and those who are will read eight.So don't feel you have to cram your whole sales message into one page toget action.By the way, these principles work for crafting email letters, too, althoughthere you must move very, very carefully to avoid being taken for a dreaded"spammer." An attention-getting headline, a specific offer, a call toaction and a P.S. get you results, whatever your delivery mechanism. Article Tags: Sales Letters, Sales Letter
Sensational,Sales,Letters,Stil