Writing Sales Letters that Slay ‘em
We all think about slaughtering our
competition in one way or another – but the real key to
exterminating your competition is writing a great sales
letter that contains killer copy.
A sales letter must grab the attention of
your prospect right out of the gate with an opening
statement that sucks them into reading your entire letter.
(example: Calendars Boost Sales Throughout
The Entire Year)
Once you have their attention with a
passionate headline or a commanding statement, you need to
drop your guarantee in their laps. Then add some case
studies or testimonials that give your promise credibility.
(example: No other
promotional product gives
you the year round exposure that a Calendar does. Having
your message viewed day in and day out stretches your
advertising dollars when you market using Calendars).
Your testimonials need to be straightforward
and to the point - you want testimonials from clients that
have used your product and service with quotes of how they
benefited from it and don’t know how they functioned in the
past without it. No bull, No Fluff – don’t change or
inflate figures or results – your credibility is on the
line. You want to build a trust and gain referrals from the
new customers your killer copy pulls in.
(example: “We’ve been using direct mail for
years without much return on our investment. Last year
Bizarre Promotions suggested using a small desktop Calendar
in our next mailing. We found a 12% increase in sales
within the first three weeks of mailing out the Calendars –
with an overall 18% increase in sales the entire first
quarter. We are already planning an even bigger direct mail
Calendar campaign for this year.” Joe Somebody, Joe’s
Accounting Services).
In closing you must tell your prospect what
to do next – you have their attention with a headline that
is second to none, followed up with a promise about how your
service or product is a service or product they can’t do
without.
Telling the prospect to take action as well
as setting a time limit giving them a sense of urgency.
Letting them know if they wait to long they may miss out,
should be a key point within your sales letter.
(example: The Calendar rush is just around
the corner – putting off ordering your 2006 Calendars may
result in your favorite theme being “out of stock”. Order
early and save – take 20% off all our Calendars – but you
must order now – this offer expires…).
Looking at the ingredients of a killer sales
letter you must focus on the following:
1. A Statement – that gets the prospects
attention.
2. Benefits - the prospect receives by using
your product or services. Don’t confuse the features of
your product or service with the benefits – remember to tell
How Your Prospect Benefits!
3. Testimonials – reassuring your readers
that others have used your product or service and benefited
from it.
4. Take Action – now or they may miss out.
Remember prospects are being hammered
everyday with sales pitches from every angle – keep yours
from being a shredder causality with Sales Copy That Slays
‘em.
Tim Somers
Bizarre Promotions Inc.
Bizarre Promotions Inc. has been providing
marketing solutions through promotional products to
businesses for over 16 years. With over 750,000 promotional
products,
promostuff4u.com and custom embroidered wearables,
businessduds.com for every budget.
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